Over the last two decades, organizations have used their internal resources greatly to advance from business modes centered on products to models centered on the client and proposals for value based on the excellence of the Service and “Intimacy” with the client. The latter is understood to be a greater knowledge of their preferences and a progressive personalization of the offer of products, solutions and services through different channels and means of access. This evolution is accomplished through business process reengineering (production, administration, logistics and distribution, etc.) and projects for the implementation of ERP company management systems.
The liberalization of markets, the increase in competition and the fact that the offering of products is no longer a deciding element in the commercial relationship has led to companies' realization that the differentiating factor is “customer service.” This requires the companies to focus on their attention to clients and earn their loyalty.
In this context where the client becomes the protagonist, transitioning from being an organization focused on processes to an organization focused on clients tends to entail great changes. Theses changes are not just on the organization level, in the processes and investment in front office technology, but also on a cultural level with the appearance of new needs to resolve, both in said organizations and in its clients / users.