Impacto del proceso de peticiones, quejas y reclamos en la experiencia al cliente, Banco Davivienda, 2020
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Universidad Tecnológica Centroamericana UNITEC
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La presente investigación tiene como objetivo el determinar el impacto que el proceso
actual de peticiones, quejas y reclamos (PQR) tiene en la experiencia del cliente de banco
Davivienda, Honduras, teniendo como propósito el encontrar una solución innovadora que
permitiera mejorar el Net Promoter Score (NPS) del proceso. Para ello se realizó un estudio de
alcance descriptivo con una metodología de carácter mixto cualitativo-cuantitativo, de diseño
metodológico no experimental, transversal, utilizando el método inductivo-deductivo y
valiéndose de la metodología del Design Thinking y técnicas de Experiencia del cliente. Se
identificó que los clientes perciben que el principal punto a mejorar es la comunicación con el
banco. Se concluyó que el proceso actual de PQR tiene un impacto negativo en la experiencia del
cliente, pues tiene un NPS 50 puntos por debajo del NPS general del banco, se recomienda al
banco alinear el proceso con su estrategia de digitalización, con el fin que los clientes perciban
una mayor facilidad de realizar sus gestiones.
The current research has as objective to determine the impact of the current process of petitions, complaints, and claims (PCC) on the customer experience in Davivienda bank, Honduras, having as a purpose to find an innovative solution that allows the bank to improve the Net Promoter Score (NPS) of the process. A descriptive study was made with the following characteristics: a mixed qualitative and quantitative approach, no experimental and transactional design, inductive-deductive approach, Design Thinking methodology was used as well as Customer Experience techniques. As a result, it was obtained that customers perceive that the main point to improve it was the communication with the bank. The general conclusion is, the current process of PCC has a negative impact on the customer experience since it has an NPS of 50 points below the global NPS of the bank, the main recommendation is that the bank needs to align the process with its digitalization strategy, for the customers to perceive that it’s easier for them to present their requirements
The current research has as objective to determine the impact of the current process of petitions, complaints, and claims (PCC) on the customer experience in Davivienda bank, Honduras, having as a purpose to find an innovative solution that allows the bank to improve the Net Promoter Score (NPS) of the process. A descriptive study was made with the following characteristics: a mixed qualitative and quantitative approach, no experimental and transactional design, inductive-deductive approach, Design Thinking methodology was used as well as Customer Experience techniques. As a result, it was obtained that customers perceive that the main point to improve it was the communication with the bank. The general conclusion is, the current process of PCC has a negative impact on the customer experience since it has an NPS of 50 points below the global NPS of the bank, the main recommendation is that the bank needs to align the process with its digitalization strategy, for the customers to perceive that it’s easier for them to present their requirements