Análisis del proceso para retención de clientes en el Front Desk de CNT Guayaquil
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2017
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La presente investigación, estudia las causas de deserción de los clientes de la empresa Corporación Nacional de Telecomunicaciones CNT EP, buscando así los determinantes de la retención de clientes, en el servicio de telefonía celular, Tv pagada, y de telefonía fija. En su operación diaria las empresas de telecomunicaciones pierden clientes que son reportados en los departamentos de Front Desk, estos desisten del servicio, y no confían más en la marca, en definitiva, dejan de ser fieles. Se debe considerar que existe personal poco entrenado en la resolución de las objeciones que los clientes presentan, permitiendo que crezca el nivel de reclamos, no pudiendo cumplir con el proceso de retención, desencadenando que el número de desistimientos aumente mes a mes. La compañía tiene claro cuáles son las condiciones que enfrenta en el mercado, y como estrategia, debería buscar dinamizar una adecuada gestión de la relación entre los funcionarios del Front Desk y los clientes, a fin de contribuir en la productividad de la misma. Se propone en aras de resolver esta problemática la implementación de un modelo de gestión, el cual plantea capacitación continua, evaluaciones continuas, de los involucrados y la implementación de un software CRM que permita unificar y manejar la mercadotecnia y sus análisis en tiempo real. Permitiendo crear las estrategias necesarias para lograr la fidelización de sus clientes
The present study investigates the causes of desertion of clients from the Corporación Nacional de Telecomunicaciones CNT EP, thus seeking the determinants of customer retention, in the cellular telephone Front, pay TV, and fixed telephony. In their day-to-day operations, telecommunication companies lose customers that are reported in Front Desk departments, they quit the Front, and do not trust the brand anymore, in the end, they are no longer faithful. It must be considered that there is little trained personnel in the resolution of the objections that clients present, allowing the level of claims to grow, not being able to comply with the retention process, triggering that the number of withdrawals increase month by month. The company is clear about the conditions it faces in the market, and as a strategy, it should seek to stimulate an adequate management of the relationship between Front Desk officials and customers, in order to contribute to the productivity of the same. In order to solve this problem, the implementation of a management model is proposed, which involves continuous training, continuous evaluations, and the implementation of a CRM software that allows unified management of marketing and its analysis in real time. Allowing you to create the strategies necessary to achieve customer loyalty
The present study investigates the causes of desertion of clients from the Corporación Nacional de Telecomunicaciones CNT EP, thus seeking the determinants of customer retention, in the cellular telephone Front, pay TV, and fixed telephony. In their day-to-day operations, telecommunication companies lose customers that are reported in Front Desk departments, they quit the Front, and do not trust the brand anymore, in the end, they are no longer faithful. It must be considered that there is little trained personnel in the resolution of the objections that clients present, allowing the level of claims to grow, not being able to comply with the retention process, triggering that the number of withdrawals increase month by month. The company is clear about the conditions it faces in the market, and as a strategy, it should seek to stimulate an adequate management of the relationship between Front Desk officials and customers, in order to contribute to the productivity of the same. In order to solve this problem, the implementation of a management model is proposed, which involves continuous training, continuous evaluations, and the implementation of a CRM software that allows unified management of marketing and its analysis in real time. Allowing you to create the strategies necessary to achieve customer loyalty
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SERVICIO AL CLIENTE, DESERCION, RETENCION, FIDELIZACION