Mejora a los procesos de atención al cliente del departamento de ventas de la Empresa Ecuapinturas Cia. Ltda.
Fecha
2009-05-08
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil. Facultad de Ingeniería Industrial. Carrera de Ingeniería Industrial.
Resumen
La Empresa ECUAPINTURAS Cia. Ltda., tiene como actividad económica la
fabricación de pinturas, barnices, esmaltes y lacas. Con el objetivo de mejorar
los procesos de atención al cliente para frenar el decrecimiento de las ventas y
lograr la estabilización de la empresa en el mercado, se realizó el diagnóstico de
la situación actual mediante entrevistas abiertas y valoración del nivel de
satisfacción al cliente interno y externo, respectivamente, que dio como resultado
un bajo porcentaje del cumplimiento de entrega de productos y demora en el
tiempo de respuesta de atención a quejas y reclamos. La evaluación de la
calidad, se efectuó mediante la aplicación de un cuestionario basado en los
Ochos Principios de la Calidad, el mismo que fue analizado con la utilización de herramientas estadísticas como los Diagramas de Pareto e Ishikawa, en donde
se obtuvo que el principal problema que aqueja la Empresa es “La Reducción de
Cartera de Clientes”, debido a causas tales como: insatisfacción del cliente,
inadecuada captación de los mismos, demora en los despachos, entre otras;
ocasionando pérdidas anuales de $92.343,96. La alternativa de solución es
efectuar el rediseño del proceso de ventas, elaborar políticas, estrategias e
indicadores de gestión, un plan de capacitación al personal, promoción,
publicidad. La implementación del proyecto tendría un costo inicial de
$43.804,00, con una rentabilidad del 32,44 y una TIR de 71,02%, es decir, que el
estudio es factible.
Con la ejecución de la propuesta, la empresa se establecerá como una
organización orientada hacia el cliente, con misión y visión de servicio, en donde
logrará estabilizar sus volúmenes de ventas y clientes, así como brindar un
servicio al cliente desde el punto de vista tanto logístico, de calidad y gestión del
cliente; lo que nos induce a decir que la empresa será competitiva ante el
mercado.
The Company Cia ECUAPINTURAS has an economic activity manufacture of paints, varnishes, enamels and lacquers. With the aim of improving processes customer to stem the decline in sales and achieve stabilization of the company in the market, the diagnosis was made the current situation through open interviews and assessment level satisfaction to internal and external customers, respectively, resulting a low rate of compliance with product delivery and delay in response time attention to complains. Assessment quality was performed by applying a questionnaire based on the Eight Principles of Quality, the same which was analyzed with the use of statistical tools such as Pareto and Ishikawa, where was obtained that the main problem facing the company is "Reducing Client Portfolio ", due to reasons such as customer dissatisfaction, inadequate uptake thereof, delay in shipments, among others; causing annual losses of $ 92,343.96. The alternative solution is make the sales process redesign, develop policies, strategies and management indicators, a plan for staff training, promotion, advertising. The implementation of the project would have an initial cost of $ 43,804.00, with a return of 32.44 and an IRR of 71.02%, ie the study is feasible. With the implementation of the proposal, the company was established as a customer-oriented organization, mission and vision of service, where be achieved steady sales volumes and customers as well as provide customer service in terms of both logistically and quality management client; which leads us to say that the company will be competitive with the market.
The Company Cia ECUAPINTURAS has an economic activity manufacture of paints, varnishes, enamels and lacquers. With the aim of improving processes customer to stem the decline in sales and achieve stabilization of the company in the market, the diagnosis was made the current situation through open interviews and assessment level satisfaction to internal and external customers, respectively, resulting a low rate of compliance with product delivery and delay in response time attention to complains. Assessment quality was performed by applying a questionnaire based on the Eight Principles of Quality, the same which was analyzed with the use of statistical tools such as Pareto and Ishikawa, where was obtained that the main problem facing the company is "Reducing Client Portfolio ", due to reasons such as customer dissatisfaction, inadequate uptake thereof, delay in shipments, among others; causing annual losses of $ 92,343.96. The alternative solution is make the sales process redesign, develop policies, strategies and management indicators, a plan for staff training, promotion, advertising. The implementation of the project would have an initial cost of $ 43,804.00, with a return of 32.44 and an IRR of 71.02%, ie the study is feasible. With the implementation of the proposal, the company was established as a customer-oriented organization, mission and vision of service, where be achieved steady sales volumes and customers as well as provide customer service in terms of both logistically and quality management client; which leads us to say that the company will be competitive with the market.
Descripción
Este documento contiene archivo en PDF.
Palabras clave
SISTEMAS INTEGRADOS DE GESTIÓN, PINTURAS, VENTAS, ATENCIÓN AL CLIENTE