Publication: Gestión estratégica de atención al cliente mediante modelos lingüísticos difusos, modelos de decisión y machine learning. Aplicación práctica en entornos B2C y B2B
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2023-01-18
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Universidad Complutense de Madrid
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Abstract
En el último decenio hemos asistido a lo que se conoce como 4ª Revolución Industrial. Entre los factores que han contribuido a este cambio están entre otros la capacidad de almacenamiento y procesamiento de información, además de la velocidad delas comunicaciones. Desde el punto de vista del consumidor, esta irrupción digital está transformando la forma en la que los usuarios se relacionan con las marcas. Y en este sentido, cada segmento de población, cada cliente define su propio mapa de viaje (en inglés Customer Journey Map) en su relación con la marca (Lemon & Verhoef, 2016), creando de esta forma una mayor comprensión de la experiencia del cliente y de su viaje a través de sus distintas interacciones a través de cualquier canal. Por otro lado, atraer a los clientes es importante, pero más aún es poder retenerlos, las estrategias de marketing están focalizadas en este proceso de retención de los clientes más rentables. Todo esto ha supuesto para las empresas un importante cambio de paradigma, pasando de una aproximación centrada en el producto a otra donde el cliente pasa a ser el centro de su estrategia, en inglés Customer Centric. Conceptos como Transformación Digital e Industria 4.0 (Oztemel & Gursev, 2020), entre otros aspectos tienen en cuenta este empoderamiento del consumidor, y esta aproximación centrada en el cliente (V. Kumar & Reinartz, 2012). En este modelo, cobra especial relevancia la comunicación bidireccional entre cliente y marca, donde el marketing y el servicio de atención al cliente personalizados son fundamentales en la definición de una estrategia de reconocimiento de marca y de fidelización, logrando una mayor retención de clientes y en consecuencia mayor rentabilidad para la empresa...
The last decade has seen what is known as the 4th Industrial Revolution. Factors that have contributed to this change include information storage and processing capacity, as well as the speed of communications. From the consumerʹs point of view, this digital disruption is transforming the way in which users relate to brands. And in this sense, each segment of the population, each customer defines their own Customer Journey Map in their relationship with the brand (Lemon & Verhoef, 2016), thus creating a greater understanding of the customer experience and their journey through their different interactions across any channel. On the other hand, attracting customers is important, but even more important is being able to retain them, and marketing strategies are focused on this process of retaining the most profitable customers. All this has meant a major paradigm shift for companies, moving from a productcentric approach to one where the customer becomes the center of their strategy, Customer Centric. Concepts such as Digital Transformation and Industry 4.0 (Oztemel & Gursev,2020), among other aspects, take into account this empowerment of the consumer and this customer‐centric approach (V. Kumar & Reinartz, 2012). In this model, two‐way communication between customer and brand takes on special relevance, where personalized marketing and customer service are fundamental in the definition of a brandre cognition and loyalty strategy, achieving greater customer retention and consequently greater profitability for the company...
The last decade has seen what is known as the 4th Industrial Revolution. Factors that have contributed to this change include information storage and processing capacity, as well as the speed of communications. From the consumerʹs point of view, this digital disruption is transforming the way in which users relate to brands. And in this sense, each segment of the population, each customer defines their own Customer Journey Map in their relationship with the brand (Lemon & Verhoef, 2016), thus creating a greater understanding of the customer experience and their journey through their different interactions across any channel. On the other hand, attracting customers is important, but even more important is being able to retain them, and marketing strategies are focused on this process of retaining the most profitable customers. All this has meant a major paradigm shift for companies, moving from a productcentric approach to one where the customer becomes the center of their strategy, Customer Centric. Concepts such as Digital Transformation and Industry 4.0 (Oztemel & Gursev,2020), among other aspects, take into account this empowerment of the consumer and this customer‐centric approach (V. Kumar & Reinartz, 2012). In this model, two‐way communication between customer and brand takes on special relevance, where personalized marketing and customer service are fundamental in the definition of a brandre cognition and loyalty strategy, achieving greater customer retention and consequently greater profitability for the company...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Estudios Estadísticos, leída el 13-07-2022