Customer experience: ¿están las pymes de Bogotá preparadas para implementarlo y ser más competitivas?

Abstract

In Bogotá, new companies are created every day; above all, micro, small or medium-sized companies, called "SMEs" or "MIPYMES", which face challenges with customers, who are the pillar of their livelihood. Therefore, companies are required to manage methods such as Customer Experience, a methodology focused on the customer and their emotions, with the objective of leaving a memorable memory in them and, based on this memory, building loyalty to the company and thus also recommending it to more people. The purpose of this document is to study the needs that can be met by the use of Customer Experience tools in SMEs in Bogotá. Applying descriptive research, it begins with a review of the bibliography related to Customer Experience at a national and international level; the most relevant variables of the subject are defined in order to design an instrument that allows us to measure how they manage Customer Experience in Bogotá and how necessary its implementation is in the competitive environment. The results obtained show that SMEs, although currently on the right track in this area, have shortcomings in their application and assessment, and therefore have room for improvement.