Optimizaci?n y simulaci?n de recursos para la mejora de los costos de operaci?n de un call center de evaluaci?n de cr?ditos de la Empresa GMG Servicios Per? S.A.

Abstract

La presente tesis pretende optimizar los recursos en un call center especializado en la evaluaci?n de cr?ditos perteneciente a la empresa GMG servicios del Per? S.A. ubicado en la ciudad de Lima en el distrito de Santiago de Surco, parte de su expansi?n e incursi?n en el mercado sudamericano, ingresa al Per? con su marca comercial ?El Gallo m?s Gallo? dedicada a la venta de electrodom?sticos, motos, equipos de c?mputo y telefon?a, entre otros, dirigida fundamentalmente a clientes de ingresos medio-bajos y bajos, adem?s de presentar un crecimiento sostenible en el tiempo. El estudio de caso se centra en analizar la adecuada asignaci?n de recursos del ?rea de call center, as? como tambi?n la demora de atenci?n a las llamadas entrantes. Una vez conocida la situaci?n actual se diagnostic? que los recursos no eran utilizados de manera adecuada para cumplir de manera ?ptima con los servicios que se brindan en dicho call center. La empresa no ha hecho ning?n tipo de estudio para asignar sus recursos adecuadamente, por lo que se han basado en experiencia y mediante el tiempo van modificando seg?n sus experiencias. Adem?s de ello se verifica que los indicadores de tasa de abandono, duraci?n de llamadas y demora de contestaci?n al cliente que permiten medir el desempe?o del call center no cumplen con las expectativas de la gerencia general de la empresa. Ante ello se presenta un modelo de asignaci?n de recursos propuesto, el cual es un modelo estructurado con una serie de actividades consecuentes de un proceso y que son alimentados por la informaci?n obtenida de un modelo de programaci?n lineal y cuyo soporte operativo se basa en una herramienta especializada llamada Lingo. Es as? que el modelo matem?tico y la herramienta de simulaci?n por el Promodel se relacionan e introducen en el proceso propuesto, donde la integraci?n asegura que las decisiones se tomen en base a informaci?n relevante focalizada en la nueva asignaci?n de recursos, para as? mejorar los ?ndices mencionados anteriormente y que se maximice el negocio aprovechando las oportunidades de generar m?s ganancias debido a la eficiencia del proceso y a la alza de demanda para la obtenci?n de cr?ditos mediante la empresa objeto de estudio.

The present thesis tries to optimize the resources in a call center specialized in the belonging credit evaluation to the company GMG services of Peru S.A. located in the city of Lima in the district of Santiago of Rut, part of his expansion and incursion on the South American market, deposits Peru with his commercial brand " The Rooster more Rooster " dedicated to the sale of domestic appliances, motorcycles, equipments of calculation and telephony, between others, directed fundamentally clients of average-low and low income, beside presenting a sustainable growth in the time. The study of case centres on analyzing the suitable assignment of resources of the area of call center, as well as also the delay of attention to the next calls. Once known the current situation diagnosed that the resources were not used of way adapted to expire in an ideal way with the services that are offered in the saying call center. The company has not done any type of stupid to assign his resources adequately, by what they have been based on experience and by means of the time they are modifying according to his experiences. Besides it one checks that the indicators of rate of abandon, duration of calls and delay of answer that allow to the client to measure the performance of the call center do not expire with the expectations of the general management of the company. Before it there appears a model of assignment of resources proposed, who is a model structured with a series of consistent activities of a process and that are fed by the information obtained of a model of linear programming and whose operative support is based on a specialized tool called Lingo. It is so the mathematical model and the tool of support relate and introduce in the proposed process, where the integration assures that the decisions should take on the basis of relevant information focused in the new assignment of resources, this way to improve the indexes mentioned previously and that maximizes the business taking advantage of the opportunities to generate more earnings due to the efficiency of the process and the rise of demand for the credit obtaining by means of the company I object of study.