Especialización en Gerencia Estratégica de Marketing

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    Estrategia de marketing interno para Scotiagbs en el área de servicio al cliente región Canadá
    Giron-Castañeda, Maria Camila; Rivera-Cubides, Karen Dayana; Buitrago-Reyes, Richard Orlando
    The “Solution Actions” in the customer service center at ScotiaGBS are the only actions that generate income in the operation, for this reason the bank is aligned to achieve an increase in this KPI, to this end, an internal marketing strategy was implemented that seeks to increase this metric in the operation of the service center. Internal marketing and gamification have emerged as a powerful tool to motivate participation and improve work efficiency, adapting to the specific needs and motivations of each employee, which is why the strategy adapts these two tools. An analysis of internal marketing at ScotiaGBS was carried out using tools such as the Mystery Shopper, interviews and analysis matrices (SWOT and MEFI). These techniques evaluated the quality of customer service, and allowed to identify areas of improvement to develop an effective internal marketing strategy, thus helping advisors to improve their skills and knowledge, thus increasing the quality of work, since a strategy was implemented in waiver 105, allowing the Onboarding stage to be aligned with the bank's general goal. By encouraging employee participation and feedback, internal marketing drove innovation and continuous improvement in the company. Advisors who feel valued and heard are more willing to contribute creative ideas and suggestions to improve the company's processes and products.