Within the framework of the requirements for the bachelor degree in double program of Universidad del Rosario’s Business School, the student Daniela Beltrán Zabala completed the third degree option in the Capstone modality, as a continuation of the work carried out in 2022 with the company UnoSeis18, where the document titled Consultoría UnoSeis18 was produced and included a diagnostic process to give rise to suggestions in the areas of organizational management, marketing and human resources (Beltrán, et al.). For the preparation of this research, it was decided to delve into some items in the marketing area to provide the company with foundations in terms of displaying its offer of products and services through social networks and monitoring the relationship with the client. At first, a work proposal with emphasis on the concept of Customer Relationship Management (CRM) was shared with the UnoSeis18 team, which addressed obtaining and maintaining customers through control methodologies and digital activities; as a result of this, the need to shape the narrative that was intended to be communicated was identified in order to create a social network strategy in the most assertive way and attract the target audience. After carrying out the transformation exercise of UnoSeis18’s narrative with a design thinking approach, the status and management of the company's social networks were explored to build a proposal for action on Facebook, Instagram and LinkedIn, focusing each network in a different audience. In addition to this and in search of customer maintenance, an omnichannel proposal was developed to guarantee an excellent experience after acquiring the service and that allow them to remain in the memory of people, through email marketing strategies and tools to commercial monitoring. This document exposes in detail the work carried out by UnoSeis18 and Universidad del Rosario during the first semester of 2023, as well as the evolution of the proposals for the improvement of the company's marketing management with a focus on obtaining and customer maintenance.
