Estrategias de comunicación y su influencia en la relación con los clientes de Marfiro Asesores de Seguros

Abstract

The purpose of this research was to analyze the influence of communication strategies on customer relationships at Marfiro Seguros, considering the importance of communication in the understanding of insurance products and the perception of service by policyholders. The study was conducted using a mixed-methods approach with a descriptive scope, applying interviews to company personnel and surveys to customers from the Light Vehicles and Heavy Vehicles insurance lines. Descriptive statistics, including frequency tables and percentages, were used to process and analyze the collected data. The results showed that Marfiro Seguros has several communication channels and tools, including the Marfiro Insurtech CRM system, post-sales follow-up processes, and customer loyalty strategies. In addition, customers expressed a favorable perception of the support provided throughout the different stages of the business relationship. However, the study determined that the existence of multiple communication channels does not guarantee a complete understanding of policy coverages, exclusions, and contractual conditions. The main influencing factors identified were the technical complexity of insurance terminology, the predominant use of digital communication channels, and the limited interest of some customers in fully understanding the service contracted. The study concludes that the communication strategies implemented by Marfiro Seguros positively influence customer relationships. Nevertheless, it is necessary to strengthen advisory processes, insurance education, and customer follow-up in order to improve service understanding and enhance the customer experience.