Identidad organizacional y mensajes de fidelización que emite la empresa Tigo a través de su canal de atención chat en línea
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Date
2020-05-27
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Publisher
Corporación Universitaria Minuto de Dios
Type
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Rights
Open Access
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
Abstract
Este caso de estudio intenta analizar cuáles son las estrategias que son utilizadas en los mensajes de fidelización que son emitidos a través del canal de atención chat en línea de Tigo y a su vez determinar cómo esos mensajes son traducidos en identidad organizacional. En la actualidad, el éxito de esta plataforma digital está netamente ligado al modelo de servicio que fue creado con el fin de generar una experiencia diferente al cliente. Se toma como objeto de estudio esta plataforma digital, debido a que lleva un proceso que está ligado al desarrollo de las estrategias de comunicación que son traducidas en modelos de servicio. La investigación está dirigida hacia la comunicación estratégica para la sostenibilidad y el empoderamiento de la identificación de conceptos para el desarrollo. Analizando cómo son utilizados los mensajes de fidelización como forma de comunicar y a su vez describiendo la favorabilidad que se liga a la identidad organizacional posicionada a través de la plataforma que es actualizada contantemente para desarrollar nuevas estrategias de comunicación. Es una indagación que parte de la necesidad de conocer el contexto en el cual se desarrolla una plataforma de servicio de una empresa de telecomunicaciones reconocida y con base al modelo de estrategias de fidelización donde se establece un conjunto de conceptos ligados a la identidad organizacional.
This case study tries to analyze the strategies that are used in the loyalty messages that are emitted through Tigo's online chat service channel and, in turn, determine how those messages are translated into organizational identity. Currently, the success of this digital platform is perfectly linked to the service model that was created in order to generate a different customer experience. This digital platform is taken as an object of study, because it carries a process that is linked to the development of communication strategies that are translated into service models. The research is directed towards strategic communication for sustainability and empowerment of concept identification for development. Analyzing how loyalty messages are used as a way of communicating and in turn describing the favorability that is linked to the organizational identity positioned through the platform that is constantly updated to develop new communication strategies. It is an investigation that starts from the need to know the context in which a service platform of a recognized telecommunications company is developed and based on the loyalty strategies model where a set of concepts linked to the organizational identity is established.
This case study tries to analyze the strategies that are used in the loyalty messages that are emitted through Tigo's online chat service channel and, in turn, determine how those messages are translated into organizational identity. Currently, the success of this digital platform is perfectly linked to the service model that was created in order to generate a different customer experience. This digital platform is taken as an object of study, because it carries a process that is linked to the development of communication strategies that are translated into service models. The research is directed towards strategic communication for sustainability and empowerment of concept identification for development. Analyzing how loyalty messages are used as a way of communicating and in turn describing the favorability that is linked to the organizational identity positioned through the platform that is constantly updated to develop new communication strategies. It is an investigation that starts from the need to know the context in which a service platform of a recognized telecommunications company is developed and based on the loyalty strategies model where a set of concepts linked to the organizational identity is established.
Description
Analizar la viabilidad de las estrategias de fidelización que utiliza Tigo en su canal de atención chat en línea.
Keywords
Fidelización, Identidad organizacional, Estrategias comunicativas, Modelo de servicio, Comunicación, Canales digitales, Organizational identity, Communication strategies, Service model