Commercial strategies to avoid leaking clients of Banco Bilbao Bizcaya Argentaria BBVA de la sucursal Ocaña

Abstract

The objective of this article is to design commercial strategies to prevent customers linked to the BBVA
bank from the Ocaña branch from associating with other banking entities. The flight of customers is
a phenomenon that occurs in all banking entities; because customers are tempted by better benefits
in interest rates and especially for a better service. This competition has caused economic losses for
the BBVA bank, since it is more expensive to obtain new clients than to retain those clients that are
already linked to the entity. For this reason, the focus of this research is qualitative descriptive type
with secondary information data provided by the bank. A diagnosis and selection of clients was made
to manage them by telephone. Achieving identifying the aspects that we want to optimize, as well as
those that must be minimized urgently in order to continuously improve the processes and dynamics that
influence the good performance of the activities that have to do with the management of these factors.

Keywords: Escape, interest, strategies, loyalty.