Incidencia de la tecnología en el proceso post venta de las Agencias Asesoras de Seguros para la Región Costa.

Abstract

The study is based on technological advances and their impact on industries, influencing the development of companies but focusing the author on insurance. The development of the internet, the way people communicate and the emergence of social networks have forced companies to improve their processes, being able to take advantage of these technological advances for customer loyalty and after sales service; emerging the need to identify how they are taking advantage of them to achieve their organizational goals. Based on what has been described, the objective of the research includes evaluating the incidence of social networks in the after-sales process of insurance advisory agencies, delimiting it to the Costa region, using a methodology based on descriptive and explanatory research with mixed approach, through insurance user surveys and interviews with key individuals. As a result, it was known that the most contracted insurance corresponds to health and life insurance, valuing aspects such as efficiency and speed in service, met fairly by its suppliers and causing average levels of satisfaction. Another limitation is the low use of digital media, especially social networks to disseminate the offer despite its importance to generate added value according to the interviews conducted. Based on these weaknesses, the adoption of a Customer Relationship Management CRM or customer relationship management model is proposed to improve the perceived service, strengthening interactive communication and customer loyalty.