Diseño de una metodología de customer relationship management para la escuela integral de organización de eventos

Abstract

CONDITION FOR PUBLICATION OF PROJECT. project focuses on the design of a customer relationship management (CRM) system tailored for the Escuela de Organización Integral de Eventos at ESPOL, using a user-centered approach to optimize client acquisition, follow-up, and loyalty. The school faces a lack of a structured system, which limits operational efficiency and decision-making, motivating the proposal of a contextualized CRM. Qualitative and quantitative research techniques were employed, including interviews, empathy maps, and benchmarking, along with financial and comparative analysis of potential solutions. Based on the findings, a prototype was developed, consisting of Excel templates, a Customer Journey Map, and a user guide, designed to centralize information, facilitate internal coordination, and enhance the user experience. Validation with end-users confirmed the system’s usefulness and ease of use, showing improvements in communication, activity tracking, and client loyalty. It is concluded that the designed CRM not only addresses existing operational challenges but also provides strategic value and is economically feasible. Keywords: CRM, client management, business tourism, user experience, client retention.