Estrategia de Comunicación para la Integración del Área de Customer Experience con el Resto de las Unidades Funcionales del Departamento de Soluciones para la Agricultura: Mapa del Tesoro CX

Abstract

This improvement plan is focused on the analysis of the management of the Commercial Excellence functional unit, specifically in the area of Customer Experience, in which the professional practices were developed. Through permanence, acquired knowledge and observation of the processes developed daily, it was identified that the Customer Experience area is little recognized within the Agriculture Solutions business unit. All the general management information of the area, such as the development of projects, initiatives and the different channels through which the voice of the customer is received, are not known to the members of the rest of the functional units. The Customer Experience area was officially implemented in the company in the first half of 2023, so this may be the main reason for the lack of recognition.

It is correct to state that the area has created projects in which specific members of the different functional units are involved to fulfill the role of Ambassadors and thus be able to guide the initiatives along the most effective path, giving timely solutions to the problems raised by the clients, however, this group of Cx Ambassadors is composed of 13 people who are focal points of their units, making this a limited group compared to the number of members of the business unit as a whole. Therefore, through this project, a communication strategy will be created that will seek to strengthen the general knowledge that the members of the functional units of the Solutions for Agriculture business unit have about everything that is currently the Customer Experience area.