Diseño de modelo gestión de relación con el cliente (crm) para la empresa SEFIL S.A. de la ciudad de Loja

Abstract

Abstract: The purpose of this degree study is to design a customer relationship management (CRM) model for SEFIL S.A., a company in Loja. Through an institutional analysis, surveys of debtor clients and FACES employees, and interviews with executives, weaknesses in the collection process were identified: data dispersion, lack of follow-up, and manual portfolio management. Based on these findings, strategic goals are set to optimize operational efficiency, reduce delinquencies, and increase payment promise fulfillment. To this end, a CRM model structured in three levels is proposed: operational, analytical, and collaborative. This includes functionalities such as multi-channel integration, legal follow-up, predictive risk analysis, and online dashboards. Implementation alternatives were evaluated, including commercial platforms and internal development, choosing the latter due to its flexibility, cost, and scalability. The model incorporates executive dashboards, promise verification, and smart alerts, in addition to technical, regulatory, and security requirements. Finally, a phased plan is established with key performance indicators (KPIs) for monitoring. The proposal seeks to professionalize collections, strengthen institutional relationships, and consolidate CRM as a strategic resource.