Agencia de soporte digital para la personalización del servicio de atención al cliente mediante redes sociales.

Abstract

Entrepreneurship has been an activity increasingly practiced by societies worldwide that has increased its importance because it becomes a source of employment and wealth, improves products and services that are currently marketed, boost local development and They make markets more competitive. Digital marketing has become an extremely necessary and important tool for companies to create advertising campaigns and serve customers on digital platforms; However, the service that is currently provided is focused on multimedia production and the personalization of the customer service has been abandoned, wasting the opportunity to loyalty to people and increase sales volumes. Clearly, the existence of a problem in the Machala market has been identified, which can be solved by changing the traditional approach to business and starting in a company that provides digital support on different platforms depending on the needs of users. The objective has been to design a business model of digital support for companies by identifying qualitative and quantitative feasibility for the creation of competitive advantage in customer service. This document consists of four chapters through which an enterprise is developed, the research methodology begins as an exploration of the market and of the different theoretical currents about this business model, it becomes descriptive when identifying social networks and explain how they are developed at present, in order to generate through the theoretical foundation an organizational structure oriented to the provision of services and budgeting their income and expenses to know the behavior during five estimated years of life for the investment, analyzing different sectors from the canton to locate an office strategically and serve a market segment considering the potential of customers. It has been identified that there is an opportunity to adopt an approach to call centers and create service protocols accompanied by real-time assistance, that the business model is important and important today, and that the market has a high acceptance for the entrepreneurship This business in technical terms can start with a medium-sized office at affordable prices in highly commercial locations in the Machala canton, in financial terms it is feasible since it does not generate losses and quickly recovers the investment; In operational terms it represents a minimum risk when using the assets, in environmental terms it is not polluting and the waste is easily handled, and in social terms it generated work places and prepares students for their introduction to working life. It is advisable to deepen future research considering the change in methodology, going from cross-sectional to longitudinal, to corroborate what was theoretically considered feasible and realizable, and see how business behavior is over time when the brand is already already found. more positioned.