Summary of "Rubrica_Gerencia_de_servicios"

Summary of Business-Specific Content from Rubrica_Gerencia_de_servicios

Frameworks and Analytical Approaches

Three-Angle Technology Integration Framework Service development must integrate:
- Interface development (web/browser-based)
- Data analysis
- Artificial intelligence (AI) analysis and development All integrated within a single commercial browser console for operational efficiency.
Gap Analysis Between Company Needs and Supplier Offers Identifies misalignment between:
- Company’s strategic goals, mission, vision, and market objectives
- Customer desires, preferences, and evolving needs The gap lies in what customers expect versus what they observe in service/product delivery.
Segmentation and Perceptual Mapping
- Uses cluster analysis and factor analysis to segment credit card users and banks into quadrants based on behavior and product characteristics.
- Factor analysis identifies key variables (e.g., national vs. international advances, purchase volumes) explaining over 40% of variance.
- Clusters are mapped onto perceptual maps to visualize market segments and their characteristics.
- Example: Banks like Banco Pichincha and Colpatria are mapped to specific clusters to understand product offerings and customer behavior.
Data-Driven Customer Understanding Due to privacy laws limiting access to personal cardholder data, publicly available financial data (e.g., from the Superintendency of Finance) is used. This approach is analogous to facial recognition in AI: segments are “faces” representing customer groups with distinct behavioral signatures.
Stakeholder Balance in Commercial Service Ecosystem Key stakeholders include:
- Cardholders (consumers)
- Issuing banks (card issuers)
- Acquiring banks (transaction processors)
- Regulators (e.g., Bank of the Republic, Financial Superintendency)
- Payment networks (Visa, Mastercard) Understanding their roles and interests is critical to service design and delivery.
Marketing Mix Integration with Technology Technology acts as the pivot in the service marketing pyramid by:
- Promising the service
- Formulating the marketing strategy
- Delivering the service The 7Ps of Marketing (Product, Price, Place, Promotion, People, Process, Physical Evidence) are tailored for financial services and credit cards, emphasizing external and interactive marketing through technological platforms.
Value Proposition Development Crafting a clear value statement that encapsulates:
- Service quality
- Social coherence (corporate social responsibility)
- Branding and performance metrics (e.g., cost reduction, efficiency gains) Aligning the value proposition with technological capabilities and market needs is essential.

Key Metrics and KPIs

Factor 1 explains approximately 40–47% of variance in credit card usage behavior (including national advances, purchase interest, and delays).
Cluster membership is linked to specific banks and card products, enabling targeted marketing and product design.
While no explicit numeric targets or timelines are provided, there is an emphasis on continuous data analysis and iterative segmentation.

Actionable Recommendations and Examples

Conduct thorough website and competitor analysis to map card offerings to customer clusters.
Use factor and cluster analysis to identify key behavioral segments and tailor product features accordingly.
Leverage AI and data analytics to overcome data privacy limitations and infer customer profiles indirectly.
Balance stakeholder needs by understanding the financial ecosystem and regulatory environment.
Integrate technology deeply into the marketing mix to enhance service delivery and customer experience.
Develop a strong, technology-enabled value proposition that differentiates the service in the market.

Presenters / Sources

The presentation appears to be delivered by a service management or business strategy instructor or consultant discussing a student case study on credit card services in Colombia. It references data from the Superintendency of Finance and financial institutions such as Banco Pichincha and Colpatria.

Overall, the video provides a comprehensive framework for designing and managing a technology-enabled financial service by combining data-driven market segmentation, stakeholder analysis, and integrated marketing strategies.