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Strategic plan: BBVA’s global contact center transformation plan
Leirós Martínez, Geraldine
Universitat Politècnica de Catalunya. Departament d'Organització d'Empreses; Argiles Paris, Ivan
Nowadays companies are facing a new kind of customer: a customer that expects an immediate answer to their queries, complaints or to anything they wish to express. But, how are organizations actually handling this change? How are they dealing with an everyday more demanding client? This is where Contact Centers come into the picture, as they offer a highly efficient way to connect with their stakeholders. They provide as many different ways to communicate as they exist, such as phone, online chat, email, SMS, etc. Nonetheless, companies have always been used to outsource this incredible important contact channel regardless of the risks this might entitle. Not BBVA; BBVA has decided to strategically respond to this situation and take control over the entire channel. They wish to create from scratch an entire Contact Center and spread it throughout the globe to each and everyone of their franchises. Therefore this project will seek to comprehend, analyze and evaluate the economic and technical feasibility of this endeavor, which will take the form of a strategic plan. The strategic plan will be based on the following contents: Presentation of the project that will be introduced, industry and competitors analysis, marketing Strategy  Global Strategy Analysis, economic analysis, and as it will be seen on the conclusions derived from this strategic plan, there are many reasons to believe that the project will be a success, which will bring a highly better customer experience for the clients and long term profits for the bank.
Àrees temàtiques de la UPC::Economia i organització d'empreses::Competitivitat i innovació::Intel·ligència competitiva
Àrees temàtiques de la UPC::Economia i organització d'empreses::Direcció d’operacions::Estratègia operativa
Banks and banking -- Management
Marketing -- Planning
Strategic planning
Customer relations -- Management
Bancs -- Direcció i administració
Màrqueting -- Planificació
Planificació estratègica
Relacions amb els clients -- Gestió
Universitat Politècnica de Catalunya

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