La fidelización del cliente a través del CRM en empresas de seguros médicos de Guayaquil

Abstract

This research analyzes customer loyalty through CRM in health insurance companies in Guayaquil. Normally it is thought that the health insurance provided by these companies requires minimal interaction with the customer. However, to keep the customer it is necessary that the interaction is personalized and effective responding to their requirements, to achieve that quality in the interaction and customer loyalty is necessary to implement a CRM in the company. Therefore, in this research it has been proposed to diagnose the current situation of the level of customer loyalty in health insurance companies, to identify the characteristics of customers of health insurance companies for their loyalty, and finally, to know the main needs of customers of health insurance companies. To know the data and contrast them with the objectives, an interview was conducted with executives of three health insurance companies in Guayaquil, and a survey for customers of several insurance companies. The results showed that with the CRM implemented, customer satisfaction and loyalty indicators have increased. On the other hand, customers revealed that they would keep their plans with the same company as they have been doing and showed high satisfaction with respect to their needs covered by the company. However, a few clients did show dissatisfaction, so their needs were taken into consideration in order to generate loyalty recommendations.