Caso de estudio: actualización de datos de clientes a través de la aplicación de estrategias de CRM en el rubro financiero
type: CreativeWork
description: In a complicated political and economic context for the investment industry where many clients withdrew their money from Peru to take it abroad, it seeks to migrate those who used physical channels to digital channels, the main objective being to reduce printing and distribution expenses of physical mail. However, it is evident that the data of more than half of the clients were not available. This case proposes to demonstrate the importance of customer data stored in the company to develop a relationship with customers that is profitable and efficient. This collection and constant updating of data allows us to profile various segments and thus be able to customize the communication plan for each one of them. A comprehensive CRM strategy is used with tactical digital marketing actions that result in an improvement in the NPS, greater interaction with events and communications proposed by the company, and an increase in the average customer ticket.
abstract: In a complicated political and economic context for the investment industry where many clients withdrew their money from Peru to take it abroad, it seeks to migrate those who used physical channels to digital channels, the main objective being to reduce printing and distribution expenses of physical mail. However, it is evident that the data of more than half of the clients were not available. This case proposes to demonstrate the importance of customer data stored in the company to develop a relationship with customers that is profitable and efficient. This collection and constant updating of data allows us to profile various segments and thus be able to customize the communication plan for each one of them. A comprehensive CRM strategy is used with tactical digital marketing actions that result in an improvement in the NPS, greater interaction with events and communications proposed by the company, and an increase in the average customer ticket.
author: Valenzuela Meza, Maria Fernanda
language: spa
keywords: Relaciones con los clientes, Finanzas, Customer relationships, Finance
date published: 2023
date modified: 2026-07-24T02:49:59Z
provider: Universidad de Lima
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: Universidad de Lima

PropertyValue
property ID: Handle
value: https://hdl.handle.net/20.500.12724/19737