Examinando por Materia "CXM"

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    Gestión del servicio y la experiencia del cliente en el sector funerario en Colombia
    (Universidad EAFIT, 2025) Vargas Pineda, Jair Mauricio; Bustamante Restrepo, Juan David; mmejiagi@eafit.edu.co; mbejara@eafit.edu.co
    Customer experience management has become a mandatory discussion for organizations in the last decade, although for the funeral sector this is still a topic to be explored due to studies around CX are limited. This article investigates the level of CX maturity of funeral entities in Colombia, with a mixed approach, using qualitative and quantitative methods. The methodology addressed an exhaustive review of the models proposed by CX consulting companies such as Forrester (2016) and Qualtrics (2020), as well as several semi structured in depth interviews with 14 CX experts, this process helps as a fundamental input for the design of the tool that allows to measure the level of CX maturity, which it was implemented in 20 funeral companies located in different cities in the country, making it possible to carry out a diagnosis of the sector in this field. The results reveal that funeral companies in Colombia operate at a low level of CX, although they recognize the importance of the customer experience in the delivery of the service, deficiencies were found in technological integration, the proactive design of the experience and monitoring key CX indicators. The strategies used by the sector focus mainly on the care and provision of funeral services, limiting the ability to anticipate changes in trends, needs and/or desires of clients. The limitations of the research include not finding related studies for the sector, the low participation of funeral entities and the variability in quality standard between companies in the industry. However, this study has an extremely relevant contribution to the practice of the profession, providing tools, methods, metrics, theories and strategies to improve the level of CX in funeral entities in Colombia.