Plan de negocio para la identificación de clientes potenciales enfocado a tarjetas de crédito en Bogotá

Abstract

Analyzing the current panorama of the organizations we have as one of the immediate consequences of the recent events. of recent events the adoption of telework as an organizational practice where the employee performs his tasks and/or activities remotely. organizational practice where the employee performs his tasks and / or activities remotely associated with the position or role associated with the position or role in the entity to which it is attached, this could be implemented thanks to the services in the implemented thanks to cloud services that allow access to third-party tools, both hardware and software, to tools of third parties, both hardware and software, to host or make use of them through the Internet. the above with the purpose that the organizations develop services or products of technological type, this or products of technological type, this supposed for the employees the development of their tasks from any point that has the optimal conditions for the from any point that has the optimal conditions to perform it without the physical limitation that this would entail as a consequence of the above, there was a migratory effect where many of the employees who, because of the As a consequence of the above, there was a migratory effect where many of the employees who were located in a certain point due to their work, moved to another point for to another location for different reasons. Thus boosting the phenomenon known as digital nomads, this term is designated to people who adopt a nomadic lifestyle and make use of digital platforms to perform their activities associated with everyday life thus highlighting their work as the active participation of digital nomads in the market economy through practices of self-directed work and collaborative creative consumption, taking advantage of interpersonal networking activities and communication mediated by digital environments collaborative creative consumption taking advantage of interpersonal networking activities and communication mediated by digital environments without the need for physical assets (de Almeida et al., 2021), then it can be said that digital nomads adopt the practice of teleworking in their work life. Another immediate consequence of the recent pandemic, in addition to the global problems generated in the health sector, was the domino effect and impact of the pandemic. generated in the health sector which produced a domino effect and impact on other sectors such as the economic sector, and more precisely in the banking sector, we have a great global drop of 60% in the number of cards recently a global decrease of 60% in the number of newly issued cards at the end of April, for the most risky borrowers, the for the riskiest borrowers, the credit card market almost froze, with a drop in new issuance of almost 90 % and no signs of recovery at the end of July. This reduction in credit card issuance could, in principle, reflect both demand and supply effects (Horvath, 2021). effects of both demand and supply (Horvath, 2021). This suggests that economic slowdown and consequently a decrease in the acquisition of credit cards. credit cards, thus organizations were forced to adopt the following strategy instead of finding new customers that would Instead of finding new customers to sign up for credit cards, or to find new customers who have already cancelled their credit cards. Instead of finding new customers to sign up for credit cards, or to retain customers who have already cancelled their subscription, it is much more accurate to execute a defensive policy with the objective of retaining customers. defensive policy with the objective of retaining existing credit card subscriptions by providing a qualified service(Altınışık & Yılmaz, 2019) this strategy aims at loyalty and attractiveness of the product, therefore this involves the loss of opportunities of exploration of new markets, and this in turn the attraction of new customers for the product. currently under a framework of economic reactivation, it is essential for the company to change its strategy. fundamental the change of strategy on the part of the entities. As a strategic alternative for organizations, we propose a platform that through a data processing system implementing machine learning and data science techniques together with the use of cloud computing tools, providing the solution with accessibility and availability for its employees from any location in the city of Bogota in order to identify potential customers focusing on the credit card product.