FORTALECIMIENTO DEL SERVICIO AL CLIENTE MEDIANTE SOLUCIONES COMERCIALES INTEGRADAS: CASO DE UN LABORATORIO DE NAUPLIOS DE CAMARÓN

Abstract

This thesis aims to strengthen customer service at a shrimp nauplii laboratory located in Santa Elena, Ecuador, through the implementation of an integrated commercial strategy. Although the laboratory has a stable client base, it faces several structural weaknesses in its commercial management, including the absence of post-sales protocols, lack of customer segmentation, production estimation errors, and the non-use of technological tools such as a CRM system. These deficiencies directly impact customer loyalty, repeat purchase rates, and overall competitiveness in the shrimp sector—a key industry for Ecuador’s economy. The proposed strategy will be implemented in phases. The first phase focuses on standardizing customer service processes, post-sales follow-up, and coordination between production and commercial areas. In a second phase, the implementation of a free CRM system is planned, which will improve traceability, automate repetitive tasks, and personalize customer service. The strategy also includes client segmentation and the design of a loyalty rewards program. The analysis relies on tools such as the problem tree, Ishikawa diagram, and a risk management matrix. Expected outcomes include enhanced customer experience, increased repeat purchase rates, fewer operational errors, and greater commercial sustainability. This proposal aims to transform the laboratory’s customer relationship management by aligning its operations with modern relational marketing practices and digital tools, thus fostering long-term customer relationships.