Incidencia de la transformación digital en el marketing relacional de los clientes de Créditos Económicos.

Abstract

This research is a study of relationship marketing and its digital environment in the company Créditos Económicos. The technological changes that have occurred in different stages have marked relevance, adapting to changes in culture, technology, science, among others. This factor has been the reason for the presence of digital companies that promote the reformulation of current processes, focusing the client on the business model. The main objective of the research was to describe the characteristics of relationship marketing and its digital environment in Créditos Económicos in order to design a digital transformation proposal that would improve the relationship with clients. The design applied in the research is quantitative not descriptive experimental, and the instrument used was the questionnaire. The survey was conducted with the company's management team, made up of senior and middle managers, who make decisions regarding market strategies. According to the results of the research, the lack of technological means to improve the relationship with clients, manual data processing, and the presence of disaggregated information was evident. With the results obtained, a proposal for digital transformation was presented, which will allow improvement in the portfolio and collection, speed in the attention of problems, segmented campaigns to the target public and loyalty to the brand. The implementation plan for the proposed digital transformation includes a CRM customer relationship management software, provided by the Customer Service and Marketing applications of Microsoft Dynamics.