Mejora del proceso de gestión comercial en la editorial educativa KingKolor

Abstract

In the Colombian publishing context, KingKolor prints educational support materials, primarily focused on logical-mathematical processes, reading, and the development of skills such as drawing. This company has had most of its clients in the retail sector, including stationery stores and neighborhood shops. At the time of the study, its sales management relied on receiving orders via cell phone calls or messages through applications like WhatsApp. For these quotes, proformas were prepared, advance payment was requested, and the shipping cost was borne by the client. According to its director in an interview, its sales management model presented several challenges that affected its efficiency and responsiveness to clients, especially within the context of a growing resurgence in the publishing sector, marked by adaptation to new market demands stemming from changes brought about years earlier by the Covid-19 pandemic. This coincided with the observations of Roa [1], from the Colombian Book Chamber. One of the main challenges identified was the lack of standardization in customer service and order taking. At the time of the study, sales management was handled by a single person, who also performed billing and provided support for manual production processes. The absence of a structured system meant that customer service depended heavily on customer experience and purchasing patterns, which hampered process organization. Furthermore, the company lacked tools or resources for customer management, limiting its ability to segment, retain, and personalize communication with its customer base. Although they used WhatsApp to announce new products, they had not developed strategies for customer segmentation or for improving sales promotion and follow-up.