Gestión estratégica de atención al cliente mediante modelos lingüísticos difusos, modelos de decisión y machine learning. Aplicación práctica en entornos B2C y B2B

Abstract

The last decade has seen what is known as the 4th Industrial Revolution. Factors that have contributed to this change include information storage and processing capacity, as well as the speed of communications. From the consumerʹs point of view, this digital disruption is transforming the way in which users relate to brands. And in this sense, each segment of the population, each customer defines their own Customer Journey Map in their relationship with the brand (Lemon & Verhoef, 2016), thus creating a greater understanding of the customer experience and their journey through their different interactions across any channel. On the other hand, attracting customers is important, but even more important is being able to retain them, and marketing strategies are focused on this process of retaining the most profitable customers. All this has meant a major paradigm shift for companies, moving from a productcentric approach to one where the customer becomes the center of their strategy, Customer Centric. Concepts such as Digital Transformation and Industry 4.0 (Oztemel & Gursev,2020), among other aspects, take into account this empowerment of the consumer and this customer‐centric approach (V. Kumar & Reinartz, 2012). In this model, two‐way communication between customer and brand takes on special relevance, where personalized marketing and customer service are fundamental in the definition of a brandre cognition and loyalty strategy, achieving greater customer retention and consequently greater profitability for the company...