Caracterización del proceso de recolección y segmentación de clientes de Acaire
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Fecha
2022
Autores
Cervantes Cano, Brandon Jusett
Sarmiento Fontalvo, Melisa Andrea
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Editor
Ediciones Universidad Simón Bolívar
Facultad de Ingenierías
Facultad de Ingenierías
Resumen
Hoy día, a nivel organizacional y empresarial, nos encontramos sumergidos en
un crecimiento acelerado de los mercados. Sin embargo, cada vez estamos menos
preparados para manejar el activo más importante de los sistemas corporativos, los
datos.
Es por ello, que el presente proyecto tiene como propósito caracterizar los
procesos de recolección y segmentación de clientes de ACAIRE, en busca de obtener
la certificación NTC-ISO 9001:2015 y con ella la mejora continua de sus procesos.
Para alcanzar esto, se realizó un diagnóstico inicial de los procesos actuales de
tratamiento de información de los clientes de la asociación donde se logró evidenciar
que ACAIRE no cuenta con una estructura sólida y estándares de calidad que
permitan el ´optimo tratamiento de la información.
Finalmente, se propuso el diseño de un instrumento, una ficha de caracterización de los procesos de recolección y segmentación de clientes de ACAIRE como
respuesta a la ausencia de una estructura que convierta este activo en un recurso confiable, referente y de consulta para la toma de decisiones que maximice el impacto
de cada una de las campañas de marketing omnicanal emitidas por la asociación.
Siendo esta, una alternativa de solución a la principal problemática de comunicación con sus clientes debido a una clasificación errada en relación con su actividad
y/o sector económico, a causa de la ausencia de una caracterización que estandarice
procesos de recolección en los diferentes eventos y criterios de registro de clientes.
Today, at the organizational and business level, we are immersed in an accelerated growth of the markets. However, we are less and less prepared to handle the most important asset of corporate systems, data. That is why this project aims to characterize ACAIRE’s customer collection and segmentation processes, seeking to obtain the NTC-ISO 9001: 2015 certification and with it the continuous improvement of its processes. To achieve this, it was carried out through an initial diagnosis of the current processes of information processing of the clients of the association where it was possible to demonstrate that ACAIRE does not have a solid structure and quality standards that allow the optimal treatment of information. Finally, the design of an instrument was proposed, a characterization sheet of ACAIRE’s customer collection and segmentation processes in response to the absence of a structure that turns this asset into a reliable, referent and consultative resource for decision-making that maximizes the impact of each of the omnichannel marketing campaigns issued by the association. This being an alternative solution to the main problem of communication with its clients due to an erroneous classification in relation to its activity and / or economic sector, due to the absence of a characterization that standardizes collection processes in the different events and criteria of registration of clients.
Today, at the organizational and business level, we are immersed in an accelerated growth of the markets. However, we are less and less prepared to handle the most important asset of corporate systems, data. That is why this project aims to characterize ACAIRE’s customer collection and segmentation processes, seeking to obtain the NTC-ISO 9001: 2015 certification and with it the continuous improvement of its processes. To achieve this, it was carried out through an initial diagnosis of the current processes of information processing of the clients of the association where it was possible to demonstrate that ACAIRE does not have a solid structure and quality standards that allow the optimal treatment of information. Finally, the design of an instrument was proposed, a characterization sheet of ACAIRE’s customer collection and segmentation processes in response to the absence of a structure that turns this asset into a reliable, referent and consultative resource for decision-making that maximizes the impact of each of the omnichannel marketing campaigns issued by the association. This being an alternative solution to the main problem of communication with its clients due to an erroneous classification in relation to its activity and / or economic sector, due to the absence of a characterization that standardizes collection processes in the different events and criteria of registration of clients.
Descripción
Palabras clave
Activo, Caracterización, Certificación, Datos, Estructura, recolección, Segmentación, Active, Characterization, Certification, Data, Structure, Collection, Segmentation
