Caso de estudio: actualización de datos de clientes a través de la aplicación de estrategias de CRM en el rubro financiero

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.

Name thesis:degree_name

Licenciado en Marketing

Level thesis:degree_level

Título Profesional

Discipline thesis:degree_discipline

Marketing

Grantor dc:publisher

Universidad de Lima

Year dc:date.issued

2023

Author dc:creator

• Valenzuela Meza, Maria Fernanda

Advisor dc:contributor.advisor

• Huaynate Mato, Edwin David

• Relaciones con los clientes
• Finanzas
• Customer relationships
• Finance

Statement dc:rights

• info:eu-repo/semantics/embargoedAccess

Language dc:language.iso

spa

Handle dc:identifier.uri

https://hdl.handle.net/20.500.12724/19737

OAI identifier oai:identifier

oai:repositorio.ulima.edu.pe:20.500.12724/19737