Enfrentándose a los retos de la transformación digital. Caso: Cámara de Comercio de Barranquilla
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Fecha
2019
Autores
Córdoba Villalba, Alvaro Alexander
Pertuz Mantilla, Johnny Alet
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
Este caso detalla la experiencia y aprendizaje de un equipo de trabajo de la Cámara de comercio de Barranquilla, con perfiles y cargos diferentes; que se enfrentan a los cambios del entorno influenciados por las nuevas plataformas tecnológicas y a las exigencias de sus usuarios, por lo que en el planteamiento estratégico se plasma iniciativas que entre otras van orientadas a generar una relación más cercana y relevante con el empresariado. De esta forma se identifica la necesidad de estructurar e implementar un proyecto bajo una visual de omnicanalidad, mediante el uso de aplicaciones masivas de comunicación como WhatsApp y Facebook messenger para atender las consultas de los empresarios y además realizar la compra de certificados expedidos por la Entidad. En este sentido, se designa un Gerente para el proyecto de Gestión omnicanal, quien mediante sus capacidades y las de un equipo interdisciplinario, entienden las necesidades y desarrollan esta iniciativa, que impacta la experiencia del cliente, generando una experiencia inolvidable.
This case details the experience and learning of a work team of the Chamber of Commerce of Barranquilla, with different profiles and positions in the organization; that face the changes of the environment influenced by the new technological platforms and the demands of their users, so that the strategic approach reflects initiatives that among others are aimed at generating a closer and more relevant relationship with the business community. In this way, the need to structure and implement a project is identified under a visual of omnichannel, using massive communication applications such as WhatsApp and Facebook messenger to attend to the consultations of the entrepreneurs and also to purchase certificates issued by the organization. In this sense, a Manager is appointed for the omnichannel Management project, who through their abilities and those of an interdisciplinary team, understand the needs and develop this initiative, which impacts the customer experience, generating an unforgettable experience.
This case details the experience and learning of a work team of the Chamber of Commerce of Barranquilla, with different profiles and positions in the organization; that face the changes of the environment influenced by the new technological platforms and the demands of their users, so that the strategic approach reflects initiatives that among others are aimed at generating a closer and more relevant relationship with the business community. In this way, the need to structure and implement a project is identified under a visual of omnichannel, using massive communication applications such as WhatsApp and Facebook messenger to attend to the consultations of the entrepreneurs and also to purchase certificates issued by the organization. In this sense, a Manager is appointed for the omnichannel Management project, who through their abilities and those of an interdisciplinary team, understand the needs and develop this initiative, which impacts the customer experience, generating an unforgettable experience.
Descripción
Palabras clave
Omnicanalidad, Transformación digital, Experiencia del cliente, Marketing digital