Customer Relationship Management para la Cooperativa de Ahorro y Crédito Minga Ltda., de la ciudad de Riobamba, provincia de Chimborazo

Abstract

This research work proposes the strategies design of “Customer Relationship Management for the Cooperativa de Ahorro y Crédito Minga Ltda., of Riobamba city, province of Chimborazo,” to improve the management of relationships with partners through a service built on collaboration, trust, and mutual knowledge. The used methodology is based on the application of the survey through the elaboration of an administrative staff questionnaire, also to the partners to know different customer service parameters. Thanks to this, it was possible to identify that the institution does not. It has a CRM, this being the central element in any communication process; consequently, an interview was conducted with the manager, which allowed to identify the little or no relationship management between institution-partner. Besides, a situational diagnosis based on the SWOT matrix was executed, which allowed knowing its current situation. According to the processes obtained during the research project, it was possible to propose a CRM which consists of: health agreement, automatic payments discount essential services, customer identification, complaint and suggestion solution, direct marketing, digital content creation, mailing. Finally, staff training is proposed to improve the quality of care of the Cooperative; the same that will contribute to the retention of the partners, attracting new customers, and, subsequently, their loyalty. Based on the information obtained during the investigation, effective solutions were determined to build long-term and profitable relationships. It is recommended to Cooperativa de Ahorro y Crédito Minga Ltda to apply the strategies proposed to improve the management of internal and external relations and therefore archieve the objectives set by the institution.