Diseño de un modelo de implementación de Software libre nube, orientado a la parte administrativa de las relaciones con el cliente (CRM) para SUPRALIVE S.A. del Cantón Samborondón
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Fecha
2013
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Este trabajo de tesis se lo ha realizado a fin de diseñar, un modelo de implementación de sistema CRM (Administración de las Relaciones con el Cliente) en la nube. La empresa Supralive S.A. no hace uso de alguna herramienta que permita gestionar la información del cliente, por lo que se detectaron problemas en el área de ventas. Este diseño contribuirá a manejar eficientemente aquella información (cliente) que la empresa obvia o cree que no es importante, ya que lo tratan como un proceso netamente de venta y despacho, es decir, una relación comercial que no va más allá a la preocupación del consumidor, además, se involucra el cambio de visión de un enfoque tradicional (con objetivos financieros) a uno innovador (enfocado al cliente); para el análisis de datos, se recopiló información de las entrevistas realizadas en la empresa. Este modelo abre una nueva oportunidad de desarrollo ofreciendo una mejor calidad en la atención y relación con los clientes, conjuntamente, se destaca el uso de un servicio vanguardista y de bajo costo, como lo son las aplicaciones alojadas en servidores externos a la empresa, llamadas SaaS (Software como servicio), llegando a minimizar costo ante la implementación de un centro de cómputo, esto genera ventaja para pequeñas o medianas empresas que no tiene la capacidad de mantener un centro de tecnología en sus instalaciones, lo cual será fundamentado mediante un análisis TCO (Costo Total de Propiedad) y otras herramientas. Los resultados fueron favorables ante los costos de inversión y el crecimiento de la ventas, para ello se expone los siguientes escenarios, pesimistas (7%), normal (10%) y optimista (12%), en donde los tres fueron ventajosos con retorno de inversión mayor a cero, cabe acotar que se creó un escenario forzoso (15%) para el análisis de inversión de un centro de cómputo. No obstante, será necesario seguir todo el proceso indicado en este proyecto, para que los beneficios del CRM se contemplen.
This thesis work has been performed in order to design a model of CRM system implementation (Managing Customer Relations) in the cloud. The company Supralive S.A. does not use any tool to manage customer information, so that problems were detected in the sales area. This design will help efficiently manage this information (client) that the company believes obvious or not important, and treat it as purely a process of sale and delivery, ie a business relationship that goes beyond the concern of consumer also engages changing vision of a traditional approach (financial goals) to one innovative (customer focused) for data analysis, information was collected from interviews in the company. This model opens a new development opportunity offering a better quality of care and customer relations, together, highlights the use of a cutting-edge service and low cost, as are the applications hosted on servers outside the company, called SaaS (Software as a Service), reaching to minimize the implementation cost of a center computer, this creates advantage for smaller businesses that do not have the ability to maintain a center of technology in their facilities, which will be informed by an analysis TCO (Total Cost of Ownership) and other tools. The results were favorable to investment costs and sales growth, it is exposed to the following scenarios, pessimistic (7%), normal (10%) and optimistic (12%), where the three were advantageous to return investment greater than zero, it is worth noting that created a forced scenario (15%) for investment analysis of a center computer. However, you must follow all the procedures in this project, so that the benefits of CRM are contemplated.
This thesis work has been performed in order to design a model of CRM system implementation (Managing Customer Relations) in the cloud. The company Supralive S.A. does not use any tool to manage customer information, so that problems were detected in the sales area. This design will help efficiently manage this information (client) that the company believes obvious or not important, and treat it as purely a process of sale and delivery, ie a business relationship that goes beyond the concern of consumer also engages changing vision of a traditional approach (financial goals) to one innovative (customer focused) for data analysis, information was collected from interviews in the company. This model opens a new development opportunity offering a better quality of care and customer relations, together, highlights the use of a cutting-edge service and low cost, as are the applications hosted on servers outside the company, called SaaS (Software as a Service), reaching to minimize the implementation cost of a center computer, this creates advantage for smaller businesses that do not have the ability to maintain a center of technology in their facilities, which will be informed by an analysis TCO (Total Cost of Ownership) and other tools. The results were favorable to investment costs and sales growth, it is exposed to the following scenarios, pessimistic (7%), normal (10%) and optimistic (12%), where the three were advantageous to return investment greater than zero, it is worth noting that created a forced scenario (15%) for investment analysis of a center computer. However, you must follow all the procedures in this project, so that the benefits of CRM are contemplated.
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CRM, MARKETING, SAAS, ENFOQUE HACIA EL CLIENTE