Estrategias de servicio para mejorar la satisfacción del usuario en una empresa de telefonía móvil en la ciudad de Riohacha-Guajira
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Fecha
2019
Autores
Sarmiento Fontalvo, Lisseth María
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
Claro SA (antes conocida como Telmex y Comcel) es una empresa operadora de televisión por suscripción y telefonía móvil, filial de Claro en Colombia, una de las más grandes del sector tiene centros de atención y venta llamados (CAV) donde ofrecen sus servicios y dan solución en primer contacto a cada una de las problemáticas de sus clientes. (Intranet Claro). Dentro de las prioridades estratégicas del negocio hay 4 aspectos fundamentales que definen los lineamientos de la compañía: Experiencia al Cliente; Transformación digital; Innovación; Crecimiento Rentable (Universidad Claro). Para la empresa es de vital importancia la calidad en la atención y el buen servicio que puedan recibir sus usuarios, el cual se mide con un indicador llamado NPS (Net Promoter Score, es el Porcentaje de segmentos que en forma absoluta permanecen con claro y están dispuestos firmemente a recomendar sus servicios. (Universidad Claro- Intranet claro). En la ciudad de Riohacha está ubicado el CAV (Centro de atención y ventas) de este departamento, es el único punto directo autorizado para recibir solicitudes de servicio, hay diferentes puntos de distribuidores pero estos solo pueden realizar ventas, esto hace que la afluencia de clientes sea alta ya que vienen personas de las diferentes poblaciones y municipios a resolver sus requerimientos, en este punto se cuenta con 21 consultores integrales, estas son las personas encargadas de recibir las solicitudes y realizar los ofrecimientos comerciales a los clientes. El NPS de este CAV ha ido en aumento, la medición mínima de cumplimiento de este indicador es del 50% hay meses en los que se sobre cumple y hay otros donde se detectan oportunidades de mejora. Se requiere generar estrategias para mejorar las experiencias insatisfactorias del cliente en el servicio.
Claro SA (formerly known as Telmex and Comcel) is a mobile television and subscription television operator, a Claro subsidiary in Colombia, one of the largest in the sector has call and sales centers (CAV) where they offer their services and They give solution in first contact to each of the problems of their customers. (Clear Intranet). Within the strategic priorities of the business there are 4 fundamental aspects that define the company's guidelines: Customer Experience; Digital transformation; Innovation; Profitable Growth (Claro University). For the company it is of vital importance the quality of the attention and the good service that its users can receive, which is measured with an indicator called NPS (Net Promoter Score, is the Percentage of segments that absolutely remain clear and are willing to recommend their services (Claro-Intranet University clear) In the city of Riohacha is located the CAV (Service and Sales Center) of this department, it is the only direct point authorized to receive service requests, there are different points of distributors but these can only make sales, this makes the influx of customers high since people from different populations and municipalities come to meet their requirements, at this point there are 21 integral consultants, these are the people in charge of receiving requests and make commercial offers to customers. The NPS of this CAV has been increasing, the minimum compliance measure or of this indicator is 50% there are months in which it is over complied with and there are others where opportunities for improvement are detected. It is necessary to generate strategies to improve the unsatisfactory experiences of the client in the service.
Claro SA (formerly known as Telmex and Comcel) is a mobile television and subscription television operator, a Claro subsidiary in Colombia, one of the largest in the sector has call and sales centers (CAV) where they offer their services and They give solution in first contact to each of the problems of their customers. (Clear Intranet). Within the strategic priorities of the business there are 4 fundamental aspects that define the company's guidelines: Customer Experience; Digital transformation; Innovation; Profitable Growth (Claro University). For the company it is of vital importance the quality of the attention and the good service that its users can receive, which is measured with an indicator called NPS (Net Promoter Score, is the Percentage of segments that absolutely remain clear and are willing to recommend their services (Claro-Intranet University clear) In the city of Riohacha is located the CAV (Service and Sales Center) of this department, it is the only direct point authorized to receive service requests, there are different points of distributors but these can only make sales, this makes the influx of customers high since people from different populations and municipalities come to meet their requirements, at this point there are 21 integral consultants, these are the people in charge of receiving requests and make commercial offers to customers. The NPS of this CAV has been increasing, the minimum compliance measure or of this indicator is 50% there are months in which it is over complied with and there are others where opportunities for improvement are detected. It is necessary to generate strategies to improve the unsatisfactory experiences of the client in the service.
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Palabras clave
Servicio, Calidad, Net Promoter Service, Centro de atención y ventas