La gestión de la experiencia del consumidor aplicada en aseguradora live como propuesta de valor para incrementar la competitividad.

Abstract

Process management was one of the tools most used by companies that are recognized as successful, it focused on achieving comprehensive results and involved all parts of the organization in the generation of innovative ideas. The insurance sector was one of the most dynamic, the covid-19 pandemic has caused uncertainty by increasing the risk to the life of the population worldwide, which is why more people choose to purchase an insurance policy, which competition has become more aggressive to attract these customers. Consumer Experience Management (CEM) has been a trend in companies that sell services or intangibles, seeking to analyze the profile of the person as a user and identify the journey they experience from the moment they are approached until they leave the company. From the context described, the problem was identified as how the implementation of the CEM affects the competitiveness of Seguro Live in the orense market. The resolution of the aforementioned problem was developed in pursuit of the objective of elaborating a value proposition through the implementation of CEM as a new process in Seguradora Live to increase its competitiveness in the Orense market. The research methodology was descriptive, the document review was used as a technique for gathering information, the process map was drawn up integrating the CEM as a strategic process, a user / person profile was developed and the customer journey map.