Transformación digital del proceso de ventas en una empresa peruana mediante un sistema web
Digital transformation of the sales process in a peruvian company using a web-based systemContenido principal del artículo
La investigación analiza la influencia de la transformación digital, a través de la implementación de un sistema web, en la optimización del proceso de ventas de una empresa peruana. Con un enfoque cuantitativo, de diseño cuasi experimental y medición pre y post intervención, se evaluaron indicadores como prospección, satisfacción del cliente y número de pedidos, se aplicaron encuestas y fichas de registro validadas, y el análisis se realizó con pruebas no paramétricas. Los resultados evidencian mejoras significativas tras la implementación del sistema, destacando un aumento del 22.3 % en la satisfacción del cliente y del 18.1 % en la evaluación general del proceso. Se concluye que la digitalización contribuyó a modernizar el proceso de ventas, reducir errores, agilizar operaciones y fortalecer la experiencia del cliente, representando una ventaja competitiva para la organización.
This research analyzes the influence of digital transformation, through the implementation of a web-based system, on the optimization of a Peruvian company's sales process. Using a quantitative approach, a quasi-experimental design, and pre- and post-intervention measurements, indicators such as prospecting, customer satisfaction, and number of orders were evaluated. Surveys and validated registration forms were administered, and the analysis was conducted using nonparametric tests. The results show significant improvements after the system's implementation, highlighting a 22.3% increase in customer satisfaction and an 18.1% increase in overall process evaluation. The conclusion is that digitalization contributed to modernizing the sales process, reducing errors, streamlining operations, and strengthening the customer experience, representing a competitive advantage for the organization.
Detalles del artículo
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Cómo citar
Referencias
Andrašec, K., Urh, B., Senegačnik, M., y Kern, T. (2021). Implementation of the digital sales channel in the wood industry. Processes, 9(7), 1168. https://doi.org/10.3390/pr9071168
Badrinarayanan, V., Rangarajan, D., Lai-Bennejean, C., Bowen, M., y Kaski, T. A. (2025). Digital transformation in sales organizations: Antecedents of sales managers’ change readiness and championing behaviors. Journal of Business and Industrial Marketing, 40(3), 586-610. https://doi.org/10.1108/JBIM-10-2023-0611
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108
Bilro, G., y Correia, M. (2021). An exploratory study of social selling on LinkedIn. Smart Innovation, Systems and Technologies, 205, 429–440. https://doi.org/10.1007/978-981-33-4183-8_35
Campos, D., Vargas, G., y Dextre, F. (2024). Enterprise Architecture to Optimize the Sales Process in a Service Company. International Conference on Web Information Systems and Technologies. https://n9.cl/s16ry
Corey, S., y Jenkins, D. (2013). Whiteboard selling: Empowering sales through visuals. Wiley. 7ª ed. https://n9.cl/xu5lc
Gomes, S., Lopes, J. M., y Trancoso, T. (2025). Customer experience in digital transformation: The influence of intelligent chatbots toward a sustainable market. International Journal of Innovation Science. https://doi.org/10.1108/IJIS-06-2024-0148
Guenzi, P., y Habel, J. (2020). Mastering the digital transformation of sales. California Management Review, 62(4), 57–77. https://doi.org/10.1177/0008125620931833
Kariž, M., Kitek, M., y Kropivšek, J. (2024). Possibilities of using artificial intelligence in the sales process of forest-wood chain companies. Drvna Industrija, 75(3), 371–378. https://doi.org/10.5552/drvind.2024.2305
Ke, C., Li, A., y Wang, R. (2025). Modeling, Prediction, Assortment and Price Optimization Under Consumer Choice Behavior. Foundations and Trends in Technology, Information and Operations Management, 19(1), 1-141. https://doi.org/10.1561/0200000112
Kunstová, R., Krejčí, J., y Grézl, D. (2023). Digital Transformation Challenges in Czech Enterprises. Smart Innovation, Systems and Technologies, 333, 117–129. https://doi.org/10.1007/978-3-031-23222-1_10
Lizaola, J. I. A., Delgado, M. A. T., Garcia, A. G., Rubio, P. P., y Franco, A. D. C. (2025). Machine learning in Latin America: Transforming industrial processes and value chains. En Exploring Psychology, Social Innovation and Advanced Applications of Machine Learning (317-345). https://doi.org/10.4018/979-8-3693-6910-4.ch016
London, J., y Lucas, M. (2012). Using technology to sell: Tactics to ratchet up results. Apress. https://doi.org/10.1007/978-1-4302-3934-5
McKenna, R. (2023). The Sales Sat Nav for Media Consultants: The Roadmap to More Revenue in the Sale of Advertising Materials. Springer Vieweg. https://doi.org/10.1007/978-3-658-40734-6
Phadnis, S. S., y Fine, C. H. (2024). Market expansion through online-buying to store-pickup (O2S): Implications for end-to-end supply chain strategy. International Journal of Production Economics, 269. https://doi.org/10.1016/j.ijpe.2024.109155
Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. Free Press. https://n9.cl/u16jk
Pufahl, M. (2025). Sales Performance Management: Excellence in CRM with Digital Control Concepts. Management for Professionals, Part F79, 81-95. https://doi.org/10.1007/978-3-658-45798-3_6
Silva, R., Pacheco, F., y Da Silva, P. (2023). Transformação Digital e Resistência Organizacional: Um Estudo em Empresas do Setor de Serviços. Revista de Administração da UFSM, 16(3), 647–670. https://doi.org/10.5902/1983465976396
Specchia, A. (2022). Customer Relationship Management (CRM) for Medium and Small Enterprises: How to Find the Right Solution for Effectively Connecting with Your Customers (1st ed.). Productivity Press. https://doi.org/10.4324/9781003148388
Sutisna, Hidayat, S., Affandi, N., Komaruddin, M., y Pratama, A. G. (2025). Digital Technology Literacy and Digital Economy Literacy as an Effort to Improve Business Sustainability in Banten’s Micro and Small Industries in the Era of Business Uncertainty. Journal of Computer Science, 21(4), 761-778. https://doi.org/10.3844/jcssp.2025.761.778
Sylwia, W., Woźniak, J., y Stochaj, J. (2022). Organizational Management and the COVID-19 Crisis: Security and Risk Management Dilemmas (1st ed.). Routledge. https://doi.org/10.4324/9781003285717
Turel, O., y Zhang, Y. (2022). Managing digital transformation: A framework for balancing value creation and destruction. Information & Management, 59(5), 103643. https://doi.org/10.1016/j.im.2022.103643
Wang, C., Zhu, Y., y Wang, Q. (2025). Exploration of the social selling of family-owned B2B enterprises and perceptual barriers. International Entrepreneurship and Management Journal, 21(1). https://doi.org/10.1007/s11365-024-01031-y
Zhang, C., Chai, B., Mirza, S. S., y Jin, Y. (2024). Customer-driven value creation in the digital economy: Determining the role of customer firms’ digital transformation on supplier performance in China. Omega (United Kingdom), 128. https://doi.org/10.1016/j.omega.2024.103132