Facultad de Ingeniería

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Análisis de una MIPYME comercializadora de cosméticos en redes sociales, para diseñar propuestas estratégicas que generen retención de clientes
(Universidad Santiago de Cali, 2019) Almeida Pizarro, María José; Filigrana Loboa, Marlon; Garcia Jimenez, Juan Camilo
This research analyzes the B2C management environment of Tienda Blue, a company dedicated to the sale of cosmetic products through social networks, where it was found that there are shortcomings in the management of customer relations, considered a significant problem because it wants to position itself in the market. In order to provide a solution to the problem, the main objective was to design a customer retention strategy, which is developed using common methodologies in commercial engineering such as: analysis of commercial context, data structuring and BPM (business process management) flows. As a result, a management plan was designed, the sales process was restructured and a module with the critical requirements analyzed in the store was applied in the CRM.