The Study of Customer Relationship Management (CRM) as strategy to strengthen loyalty,from the perspective of managers of the cooperatives, who are aware of the importance ofrelations with customer in a responsible manner, permitted the development of this article,which analyzes the Customer Relationship Management (CRM) tolls in financialcooperatives of Santa Marta and Maracaibo to strengthen the loyalty of its customers. Thestudy was based on theories by Hansotia (2002), Greenberg (2003), Nairm (2002), Garcia (2000), Reinares (2005), Amaya (2008) y Lopez (2008). The research was of descriptivetype with non-experimental design. The population consisted of 11 managers and 377associates of financial cooperatives and credit unions in Santa Marta and Maracaibo. TheData collection technique was the observation by means of survey, questionnaires withscale type Lickert for both populations. The validation of the instrument was done thejudgment of six (06) experts. The analysis of the results was done through the distributionof frequency and descriptive statistics, showing that both agree that there was apredominance of CRM tools, which allow to store, process and generate information thatsupport for decision-making in these entities, which allowed reaching conclusions,presenting parity between management and customer regarding CRM tools applied by theentities as well as customer loyalty towards cooperatives. It was recommended that theorganization clear mechanisms for storing, processing and analyzing customer informationaimed at customer satisfaction and building loyalty