Resumen

LIGIA HEREDIA, Nohora  y  FONSECA, Fernando. Customer experience, the new sustainability and growth trend of commercial activity Msmes in Colombia. Universidad y Sociedad [online]. 2021, vol.13, n.6, pp.123-133.  Epub 10-Dic-2021. ISSN 2218-3620.

The Mipymes, in Colombia are currently experiencing significant growth, where companies without exception are obliged to strengthen and achieve greater contact with customers, meeting their needs to ensure their sustainability in the market, profitability and brand positioning. The customer experience has become the strategic axis of all organizations, and MSMEs are not alien to this reality, competition with large companies is permanent, which requires having a Management Model that allows aligning the entire organization taking the client as the nucleus of the actions and decisions in all its processes, operational, commercial and service. The research collected elements that determined this need to show how the customer experience model allows orienting the organizational structure of MSMEs towards the consumer, managing their value in search of a "unique experience", interpreting the behaviors, emotions and perceptions of the consumers. Through this research, the level of influence of the model and the impact it can have on the corporate processes of MSMEs in Colombia was established. Finally, it was demonstrated that a model with a mission of "customer experience" contributes to the growth and profitability of the business, through the achievement and retention of customers that achieves growth and competitiveness.

Palabras clave : Customer; competitiveness; service; marketing; Mipymes.

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