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Estudio de transformación del telemercadeo de Autogermana: Level Up

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dc.contributor.advisorPardo Martínez, Clara Inés
dc.contributor.advisorMoreno Hernández, Diana Rocío
dc.creatorAristizábal Rojas, Catalina
dc.creatorForero González, Daniela Alejandra
dc.creatorGarzón Garzón, Gabriela
dc.creatorMendéz Alcalá, María Alejandra
dc.creator.degreeProfesional en Marketing y Negocios Digitales
dc.date.accessioned2026-10-02T18:56:30Z
dc.date.available2026-10-02T18:56:30Z
dc.date.created2026-08-01
dc.descriptionEl presente trabajo de grado, desarrollado bajo la modalidad CAPSTONE, aborda la transformación del proceso de telemercadeo en Autogermana, concesionario oficial de BMW, MINI Y BMW Motorrad, ante una problemática organizacional crítica: el equipo de telemercadeo, responsable del 100% de los primeros contactos con clientes potenciales, opera bajo criterios de calificación subjetiva y sin capacidad de gestión financiera, lo que provoca que el 81% de los leads nunca lleguen a un asesor comercial y que la conversión global apenas alcance el 0,8%. Para atender esta situación, se diseñó y validó un Modelo de Lead Scoring Multidimensional (dimensiones comercial, financiera y conductual), integrado a una plataforma unificada por roles y a las calculadoras financieras oficiales de cada marca, dando origen a la figura del Ejecutivo de Telemercadeo Financiero (ETF), quien califica, simula la cuota mensual de pago y enruta al lead en la misma llamada. La metodología que se usó en el presente proyecto de grado incluyó una simulación con 40 casos de prueba, con el objetivo de comparar los indicadores del modelo actual de Autogermana (AS-IS) frente al modelo propuesto (TO-BE). Los resultados probaron en una fase de testeo un 62,5% de leads gestionables, lo cual corresponde a un incremento del 133% en asignación de leads al equipo comercial, una reducción del 88% en el tiempo del primer contacto y un aumento superior el 100% en la conversión de ventas. Así pues, se validaron 4 de los 10 KPIs definidos y se 10 ubicaron 3 de ellos en ruta de cumplimiento pendientes de datos reales. La principal contribución del proyecto se centra en optimizar los recursos existentes sin requerir una inversión adicional en software, lo cual genera un impacto económico de alrededor de $115.000 COP anuales. Se recomienda un plan de activación gradual de seis semanas para su respectiva implementación en un escenario piloto controlado. Se concluye que el modelo propuesto es viable, escalable y robusto incluso ante escenarios de negativa financiera explícita del cliente.
dc.description.abstractThis project focuses on improving the telemarketing process at Autogermana, an official dealership for BMW, MINI, and BMW Motorrad. The project was developed because the telemarketing team is responsible for making the first contact with all potential customers, but the current lead qualification process mainly relies on subjective criteria and does not include a financial evaluation. As a result, 81% of leads do not reach a sales advisor, and the overall conversion rate is only 0.8%. To improve this situation, a Multidimensional Lead Scoring Model was developed and validated. The model considers three main aspects of each lead: commercial, financial, and behavioral information. It was also integrated into a unified platform with different access levels for each role and connected to the official financial calculators of each brand. Based on this proposal, the Financial Telemarketing Executive (FTE) role was created. This position allows the team to qualify leads, calculate estimated monthly payments, and decide the most appropriate way to route each lead, all during the same call. The methodology included a controlled simulation with 40 test cases, comparing current-state (AS-IS) indicators against the proposed model (TO-BE). Results showed 62.5% of leads classified as manageable, a projected 133% increase in leads assigned to sales advisors, an 88% reduction in first-contact time, and an estimated sales conversion increase exceeding 100%, validating 4 of the 10 defined KPIs and placing 3 additional KPIs on track 12 for confirmation pending real-world data. The project’s main contribution lies in optimizing existing resources without requiring additional software investment, generating a projected economic impact exceeding $155.000 million COP annually. A gradual six-week activation plan is proposed for implementation through a controlled pilot. It is concluded that the model is technically viable, scalable, and robust even in scenarios involving explicit customer refusal to share financial information, and it is recommended that the model be validated through a pilot conducted under real operating conditions.
dc.format.extent77 pp
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.48713/10336_48939
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/48939
dc.language.isospa
dc.publisherUniversidad del Rosario
dc.publisher.departmentEscuela de Administración
dc.publisher.programPregrado en Marketing y Negocios Digitales
dc.publisher.programAdministración de Negocios Internacionales
dc.rightsAttribution-NoDerivatives 4.0 International*
dc.rights.accesRightsinfo:eu-repo/semantics/openAccess
dc.rights.accesoAbierto (Texto Completo)
dc.rights.economicrightsUniversidad del Rosario
dc.rights.urihttp://creativecommons.org/licenses/by-nd/4.0/*
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectLead scoring
dc.subjectTelemercadeo financiero
dc.subjectPrecalificación del lead
dc.subjectTransformación digital comercial
dc.subjectSector automotriz premium
dc.subject.keywordLead scoring
dc.subject.keywordFinancial telemarketing
dc.subject.keywordLead prequalification
dc.subject.keywordDigital commercial transformation
dc.subject.keywordPremium automotive industry
dc.titleEstudio de transformación del telemercadeo de Autogermana: Level Up
dc.title.TranslatedTitleAutogermana's telemarketing transformation study: Level Up
dc.typebachelorThesis
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaCapstone Project
local.department.reportEscuela de Economía y Negocios
local.regionesBogotá
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