Estudio de mejora de la gestión comercial del segmento de medianas empresas de Lima en una empresa de telecomunicaciones

This document presents the strategic plan of a telecommunications company sales department focused on medium-sized companies in Lima, whose problems were reflected in i) decreasing revenues (-5% between 2011 and 2009), ii) 29% market share in mobile market vs 64% in the whole company and 28% market share in corporate broadband vs. 91% in the whole company, iii) 6,3 customer satisfaction vs. more than 7,5 in other areas of the company and iv) employee satisfaction of 71% vs. 80% in the total of the company. This study was carried out between 2011 and 2015. The strategic commercial plan applied was focused on three main areas: i) customer care, ii) sales channel development and iii) offering management definition: Customer care: customer segmentation, build long term relationships with them and focus on customer satisfaction, Sales channel: transform sales resources profile and launch a new incentive plan, and, Offering management: focus on position corporate solutions and for mobile services build loyalty on installed base and win competitive accounts with aggressive promotions. This was supported on the deployment of Salesforce CRM, a pioneering tool in the technological field that supported all operational changes made. By implementing this strategy, the following results were achieved: Revenue growth between 2012 and 2015 of + 16%, + 13% and + 12% year to year, Customer satisfaction of 7,1, Sellers productivity increased from 47 to 78 mobile lines and from S/ 1 500 to S/ 5 504 in the corporate solutions monthly charge, and, Employee satisfaction increased from 71% to 81%.

Name thesis:degree_name

Ingeniero Industrial

Level thesis:degree_level

Título Profesional

Discipline thesis:degree_discipline

Ingeniería Industrial

Grantor dc:publisher

Universidad de Lima

Year dc:date.issued

2021

Author dc:creator

• Rojas Rojas, Ariana Noelle

Advisor dc:contributor.advisor

• Kleeberg Hidalgo, Fernando

• Telephone companies
• Service enterprises
• Strategic planning
• Empresas telefónicas
• Empresas de servicios
• Planeamiento estratégico

Statement dc:rights

• info:eu-repo/semantics/restrictedAccess

Language dc:language.iso

spa

Handle dc:identifier.uri

https://hdl.handle.net/20.500.12724/13805

OAI identifier oai:identifier

oai:repositorio.ulima.edu.pe:20.500.12724/13805