Relación Cliente-Proveedor. Estudio de caso: Grupo Tropi

Abstract

In this degree work, a case study is carried out on the management of the customer experience area, of the digital business unit called "tuAp", which was developed by the Grupo Tropi organization, which consists of marketing through an application mobile and web page the mass consumption products that the company markets and distributes to mini-markets, supermarkets and neighborhood stores. Information is collected from the results of the customer experience area, identifying that the key factors that make customers dissatisfied with the service provided are the long waiting times to solve various inconveniences that prevent the order from being generated correctly and additionally, the lack of coordination of the logistics part of orders. At the same time, information from other case studies that deal with issues about the relationship between clients and providers is investigated. These relational marketing studies lead to finding alternatives to compensate the customer's experience with the brand. And finally, the information is contrasted to propose suggestions for improving the customer experience, which consist of focusing the processes on customer satisfaction from all functional areas. Also in training the target audience in the use of the application and promoting their self-management; collect information about your consumption habits and preferences to structure a service more in line with your needs.