La cultura orientada al cliente trasciende a una estructura de CRM en las instituciones de educación superior públicas y privadas (universidades) del Eje Cafetero

Abstract

Este documento permite visualizar un análisis efectuado desde el enfoque de Marketing Relacional a las Instituciones de Educación Superior, específicamente Universidades Públicas y Privadas del Eje Cafetero, donde se analizaron una serie de factores y variables inherentes a la cultura y la administración de las relaciones con el cliente. Este estudio se generó a partir de varios interrogantes relacionados con el enfoque en mención y mas precisamente con la demanda que tienen actualmente todas las organizaciones de ser más competitivas frente al entorno global, donde el sector educativo no puede ser ajeno. Partiendo de este punto se buscó determinar como una cultura de orientación hacia los clientes podía contribuir a una mejor interpretación de sus necesidades y de esta manera se obtendría el fortalecimiento de las relaciones en las instituciones de Educación Públicas y Privadas (Universidades) del Eje Cafetero. A partir de los hallazgos encontrados se planteó una propuesta de estructura desde el enfoque de Marketing Relacional o CRM (Customer Relationship Managment), con el fin de que las universidades pudieran enfocar sus esfuerzos hacia la creación y mantenimiento de relaciones perdurables con los clientes. / Abstract: This document allows visualizing a conducted análisis by a Higher Education Relational Marketing approach, specifically in those ublic and private Universities from Eje Cafetero, where a series of inherent factors and varibles to the culture and the administration of the relations with the client were analyzed. This study was generated from several questions related to the mentioned approach, and more precisely to the demands that all the organizations currently have in order to be more competitive so that they can face the global surroundings, where the educative sector can not be omited. From this starting oint, it ts intended to determine how a culture of direction towards the clients could contribute to a better interpretation of their needs, and therefore, there would be a way to the strengthening of the relations among the Public and Private of Education Institutions (Universities) from Eje Cafetero. By this type of descriptive and exploratory researching, populations of 20 universities were approached, where a semi-structured interview was applied as an instrument. There were obtained excellent results that allowed identifying certain characteristics regarding to services, contacting tools with clients, investigation and assessment mechanisms, the role of the collaborators when they relate with clients and their perspective versus the ideal of service in the Eje Cafetero Universities. From these findings, a proposal of structure from the aapproach of Relational Marketing or CRM (Customer Relationship Management) was considered; in order to make Universities focus their efforts, towards the creation and maintenance of a lasting clients relationship.