Aplicación del neuromarketing sensorial en el caso del cliente interno de las empresas del sector servicios especializados en call center durante los años 2017 al 2020 en Colombia

Abstract

This work focuses on carrying out a research process where the needs of the internal client are determined, especially those who work in the provision of call center services in the city of Bogotá, Colombia. To carry out this research, the general history of sensory neuromarketing was identified, where it is evident that most of these criteria reflected only the loyalty and recruitment of external clients, leaving aside the human talent of companies; Likewise, different endomarketing models are evidenced as an innovative strategy that seeks to improve relations between managers and subordinates, giving priority to the internal client and in the same way fostering their motivation and commitment. Quantitative surveys are carried out to employees of call center organizations such as Metis and Scotiabank Colpatria where certain disagreements are evident, especially with economic remuneration because most of the personnel have higher education, which is the main topic of a great staff turnover. According to the above, a plan based on the main science is developed that bases the research with the objective of increasing job satisfaction and personal and professional growth of organizations. Keywords: S