Diseño de una estrategia de comunicación digital para optimizar la experiencia del cliente en Grupo Entregas

Abstract

Abstract: The purpose of this Curricular Integration Project is to design a comprehensive digital communication strategy aimed at optimizing the customer experience and brand reputation of Grupo Entregas, an Ecuadorian logistics holding company with B-Corp certification. The research is justified by the urgent corporate need to reverse a critical situation detected in the 2025 fiscal year, during which the organization reported the loss of 848 corporate accounts (down/lost segments) and a cumulative revenue decrease of USD 1,797,704. Through a mixed-methodological approach integrating exhaustive documentary review, direct observation of internal processes, web analytics, as well as in-depth interviews and customer surveys it was identified that the company's physical operational efficiency is not being effectively projected in its digital channels. In response, a strategic plan is proposed based on three fundamental pillars: process transparency, cargo traceability through self-management technological tools, and the comprehensive digitalization of the "ETeams" loyalty program. The strategy aims to recover lost customers and strengthen the company s B2B positioning under the principles of sustainability and shared value that define its identity.