Mejoras en los procesos de negocio alineados a la experiencia del cliente: caso de estudio en un club de suscripción de libros
DOI:
https://doi.org/10.54139/riiant.v8i30.481Palabras clave:
club de suscripción, mapeo, experiencia del cliente, procesos comerciales, impactoResumen
Debido al rápido crecimiento del mercado de clubes de suscripción de libros, analizar el recorrido de la experiencia del cliente se está convirtiendo en una tarea cada vez más importante, con el objetivo de retener al cliente el mayor tiempo posible en el club. Por lo tanto, es fundamental que las empresas de este ramo cuenten con una cadena de procesos que funcione correctamente para brindar al cliente una gran experiencia. El presente estudio se realizó con el propósito de comprender el impacto de los procesos comerciales en la experiencia del cliente en un club de suscripción de libros y señalar mejoras. Para ello, se aplicaron herramientas de mapeo de procesos para comprender los flujos existentes actualmente y, posteriormente, se desarrolló una matriz de relación para conectar los pasos críticos de la experiencia del cliente con la cadena de procesos interna. A través de las herramientas empleadas, se concluyó que los procesos de mayor impacto son aquellos que determinan las primeras etapas de la experiencia del cliente, como definir el curador del próximo kit y definir el título, además de la tarea de armar el kit del miembro. Adicionalmente, como mejoras importantes se propuso la implementación de un sistema de validación de los artículos del kit a través de códigos de barras y la elaboración de un documento que establezca qué información se puede publicar como spoiler.
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Derechos de autor 2023 Mariana Chagas Pegoraro, Maria Cannarozzo Tinoco, Georgia Schlabitz Vanin
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.
