Estrategia de optimización de la experiencia del cliente, basada en analítica digital que ayude en la toma de decisiones efectivas en el grupo espumados
No hay miniatura disponible
Fecha
2025
Autores
Reyes Thorné, Stephany María
Título de la revista
ISSN de la revista
Título del volumen
Editor
Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
El presente estudio tuvo como objetivo diseñar una estrategia de optimización de
la experiencia del cliente, sustentada en el uso de analítica digital, para favorecer la
toma de decisiones efectivas en el Grupo Espumados. La investigación surge de la
necesidad de cerrar la brecha entre la disponibilidad de datos y su uso estratégico
en organizaciones del sector industrial colombiano, particularmente en ciudades
como Barranquilla. Desde un enfoque mixto, la metodología incluyó una revisión
documental sobre experiencia del cliente y analítica digital, junto con el análisis
cuantitativo de registros históricos de ventas, reclamos y encuestas de satisfacción
del Grupo Espumados entre 2023 y el primer semestre de 2025. El alcance fue
descriptivo y propositivo, mediante un diseño no experimental de tipo transversal.
La técnica principal de recolección de información fue la revisión documental,
apoyada en el análisis de contenido y herramientas como Power BI y Excel. Los
resultados evidencian debilidades en el uso sistemático de los datos del cliente.
Aunque la empresa cuenta con volúmenes importantes de información provenientes
de sus diferentes canales de venta, no existe una estrategia estructurada de
integración y análisis. Asimismo, se identificaron herramientas como el Customer
Lifetime Value, el análisis de Pareto y los dashboards como recursos clave para
interpretar el comportamiento del cliente y mejorar su experiencia. En conclusión, la
propuesta de estrategia desarrollada permite visualizar los datos de forma dinámica
y convertirlos en insumos relevantes para la toma de decisiones. Se espera que
esta estrategia fortalezca la fidelización, aumente la eficiencia operativa y promueva
relaciones más sostenibles con los clientes. El estudio contribuye a la incorporación
de la analítica digital como elemento transversal en la gestión
empresarial,alineándose con los Objetivos de Desarrollo Sostenible,
especialmente el ODS 9 y el ODS 8.
The objective of this study was to design a strategy to optimize the customer experience, based on the use of digital analytics, to promote effective decision making at Grupo Espumados. The research arose from the need to bridge the gap between data availability and its strategic use in organizations in the Colombian industrial sector, particularly in cities such as Barranquilla. Using a mixed approach, the methodology included a literature review on customer experience and digital analytics, along with quantitative analysis of historical sales records, complaints, and satisfaction surveys from Grupo Espumados between 2023 and the first half of 2025. The scope was descriptive and propositional, using a non-experimental cross sectional design. The main technique for collecting information was a document review, supported by content analysis and tools such as Power BI and Excel. The results reveal weaknesses in the systematic use of customer data. Although the company has significant volumes of information from its different sales channels, there is no structured strategy for integration and analysis. Likewise, tools such as Customer Lifetime Value, Pareto analysis, and dashboards were identified as key resources for interpreting customer behavior and improving their experience. In conclusion, the proposed strategy allows data to be visualized dynamically and converted into relevant inputs for decision-making. This strategy is expected to strengthen loyalty, increase operational efficiency, and promote more sustainable customer relationships. The study contributes to the incorporation of digital analytics as a cross-cutting element in business management, aligning with the Sustainable Development Goals, especially SDG 9 and SDG 8.
The objective of this study was to design a strategy to optimize the customer experience, based on the use of digital analytics, to promote effective decision making at Grupo Espumados. The research arose from the need to bridge the gap between data availability and its strategic use in organizations in the Colombian industrial sector, particularly in cities such as Barranquilla. Using a mixed approach, the methodology included a literature review on customer experience and digital analytics, along with quantitative analysis of historical sales records, complaints, and satisfaction surveys from Grupo Espumados between 2023 and the first half of 2025. The scope was descriptive and propositional, using a non-experimental cross sectional design. The main technique for collecting information was a document review, supported by content analysis and tools such as Power BI and Excel. The results reveal weaknesses in the systematic use of customer data. Although the company has significant volumes of information from its different sales channels, there is no structured strategy for integration and analysis. Likewise, tools such as Customer Lifetime Value, Pareto analysis, and dashboards were identified as key resources for interpreting customer behavior and improving their experience. In conclusion, the proposed strategy allows data to be visualized dynamically and converted into relevant inputs for decision-making. This strategy is expected to strengthen loyalty, increase operational efficiency, and promote more sustainable customer relationships. The study contributes to the incorporation of digital analytics as a cross-cutting element in business management, aligning with the Sustainable Development Goals, especially SDG 9 and SDG 8.
Descripción
Palabras clave
Experiencia del cliente, Analítica digital, Toma de decisiones, Estrategia empresarial, Fidelización
