Diseño de un plan de retención y fidelización de asociados para FONDOUNE

Abstract

This work was realized, with the experience that I have gained in the time that I have been working with UNE Employee Fund, motivated by the desire of knowing all the partners and identifying the causes that lead them to take the decision of withdrawing despite all the benefits and services that the fund offers them. Within the employee fund a lot is said about the service culture which is the fund’s main difference from all the other entities among the solidarity sector which are the greatest competition; although, the service is often misunderstood, because it is believed that the service is only kindness, therefore, we can find partners that feel dissatisfied when their inconveniences are not solved judging the fund of being inflexible. The most neuralgic point in dealing with the credits is the part where the fund takes care of the partners’ resources that are also the working capital; through restrictive requirements such as cosigners and real guarantees (vehicle ownership certificate or home mortgage) that some partners cannot provide, therefore, they decide to withdraw from the fund to use their savings, with this action, they generate a feeling of unpleasantness and then become carriers of a bad image which is best known as the word of mouth. After inquiring, I identify that the service is not a representative retirement cause but the need to improve their cash flow, but still the partners do not return. For this elaboration, I used techniques such as survey, observation, direct contact with the partner and experience, an outcome of this elaboration is that the partners are satisfied with the services indeed but they are not loyal; also, they lack of caring culture where they should be united by the ideals of growth and the common welfare of all of those who belong to the employee fund, they only think about their own benefits, and they are not conscious about knowing that unlike a banking entity the services such as savings and loans are paid back in various social welfare activities, that some of them, are extended to their families. The preparation of this work has allowed me to make better contact with the partner, understanding their needs in order to look for alternative solutions complementing with what I have learned in the Service Management Specialization.