Análisis de estrategias de cobranzas del servicio de telefonía móvil pospago de la empresa corporación nacional de telecomunicaciones (CNT) en el periodo 2014 – 2016

Abstract:

One of the most fragile and in some cases the weakness of companies and which pay close attention is the collection in the short term and long term, because it is the current purchasing power that enters the company . That is why, the joint work of the areas of marketing, sales and collections should be very important; because without marketing, the consumer it is not satisfied, and the brand or product is not positioned; without sales, there is no income, without collections there is no money for the company. Typically, the collections department uses early repayment strategies, as well as seeking to better segment its portfolio of clients and above all establishes guidelines before giving a cbkp_redit, but in some cases if these actions do not have the appropriate message, it can lead to loss of a customer. So, it is necessary to include marketing strategies in the collection as it would help strengthen the loyalty of the current customer of the company, to create an awareness of payment in them, and even contribute in the positioning of the brand or product of the company. This work takes the CNT EP company into account to analyze these aspects, gathering information on marketing strategies and collections that have been implemented in the period 2014 to 2016, as well as a diagnosis of the environment of the company and the elaboration of A study of the perception of the service offered by the company to its customers in the postpaid mobile telephony market. Finally, this document will also detail a proposal on possible marketing strategies in collections that could be carried out in the following year 2017

Año de publicación:

2017

Keywords:

• 4C
• POSICIONAMIENTO
• MARKETING EN COBRANZAS
• ANÁLISIS DEL ENTORNO
• MERCADO META
• ESTRATEGIA DE MARKETING

Fuente:

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