Diseño de un plan de comunicación para clientes de Banco Pichincha.

Abstract

The objective of this project is to create a communication plan that helps to migrate transactions made in agencies to alternative channels. Based on the objective, it was identified that the main drawbacks to the use of the same are the lack of updating of data and distrust of the system. Also, the lack of knowledge of the use of internet and electronic devices in certain citizens. The project has a quantitative approach, tables and graphs were made for a better interpretation of the data collected in a survey of 400 Banco Pichincha clients in the city of Guayaquil. Its design is defined as non-experimental because it seeks to analyze the problems that stand out when migrating transactions to electronic media and observe the phenomenon that this causes. Additionally, it is transeccional, the data was collected during the work days. In the results, as a fundamental part of the project, it was identified that clients are willing to receive training to learn the proper use of electronic media. In addition, we identified the age ranges with which we must work more and took into consideration the preferences of these ranges and user profile for the development of three proposals, which include the use of social networks and services already provided by the institution. These, keep investment costs convenient for the institution, resulting in the most expensive with an annual investment no greater than $ 61,000, and are available to its customers.