Diseño de un plan de marketing relacional, para la fidelizaciòn de clientes en la empresa de Ferro Aleaciones y Plásticos, de la ciudad de Guayaquil
Fecha
2015
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Actualmente los clientes son mucho más exigentes que en épocas pasadas por lo que tienen una mayor expectativa, tanto del producto o servicio que adquieren como del servicio post-venta. Sin embargo muchas empresas han perdido su visión estratégica considerando que si un cliente le compró más de una vez o si no hay quejas respeto al producto o servicio que ofertan.
No consideran factores como: la creciente y agresiva competencia, el grado de satisfacción del cliente con el producto o servicio adquirido o las tendencias cambiantes de los mercados. Y es por ello que tarde o temprano diversas empresas atraviesan problemas de rentabilidad debido a la pérdida continua de clientes. Los compradores, al tener una variedad tan extensa de proveedores para suplir sus necesidades, abandonarán a aquellos que no cumplan con sus expectativas.
Es por eso que se hace importante contar con una herramienta que permita a la empresa medir la satisfacción de sus clientes para no perderlos. Es aquí donde entra en escena el CRM (Customer Relationship Management) o por sus siglas en español: GRC (Gestión de Relaciones con los Clientes). Garrido, A & Padilla A. (2011) la definen como: “estrategia de negocio que persigue el establecimiento y desarrollo de relaciones de valor con clientes basadas en el conocimiento (….) (Garrido & Padilla, google, 2010) de forma que, por medio de la personalización de su oferta, la empresa pueda satisfacer óptimamente las necesidades de esos clientes, generándose relaciones de lealtad a largo plaz
Customers today are much more demanding than in the past so They Have a greater expectation of Both the product or service They buy and after-sales service. However many companies Have Their strategic vision lost if a customer Considering That bought it more than eleven complaints or if no respect for the product or service offered. They do not Consider factors: such as the increasingly aggressive competition, the degree of customer satisfaction With the product or service or changing market trends Purchased. And That is why sooner or later go through Several companies continued profitability problems due to loss of customers. Buyers, Having Such a wide variety of suppliers to meet Their needs, do not leave Those Who Meet Their expectations. That's why it Becomes Important to Have a tool That Allows the company to measure customer satisfaction not to lose. This is Where comes in the CRM (Customer Relationship Management) or by ITS Spanish acronym: GRC Management (Customer Relations). Garrido, A & Padilla A. (2011) defines it as (. ...) "Business strategy Pursued by the establishment and development of valuable relationships With clients based on knowledge (Garrido & Padilla, google, 2010) So THAT, by customizing ITS offer, the company can best meet the needs of These customers, generating loyal relationships long plaz
Customers today are much more demanding than in the past so They Have a greater expectation of Both the product or service They buy and after-sales service. However many companies Have Their strategic vision lost if a customer Considering That bought it more than eleven complaints or if no respect for the product or service offered. They do not Consider factors: such as the increasingly aggressive competition, the degree of customer satisfaction With the product or service or changing market trends Purchased. And That is why sooner or later go through Several companies continued profitability problems due to loss of customers. Buyers, Having Such a wide variety of suppliers to meet Their needs, do not leave Those Who Meet Their expectations. That's why it Becomes Important to Have a tool That Allows the company to measure customer satisfaction not to lose. This is Where comes in the CRM (Customer Relationship Management) or by ITS Spanish acronym: GRC Management (Customer Relations). Garrido, A & Padilla A. (2011) defines it as (. ...) "Business strategy Pursued by the establishment and development of valuable relationships With clients based on knowledge (Garrido & Padilla, google, 2010) So THAT, by customizing ITS offer, the company can best meet the needs of These customers, generating loyal relationships long plaz
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PLANES DE DESARROLLO, RECURSOS HUMANOS, EMPRESAS PRIVADAS, GENTE