Resumo

SANCHEZ, Cinthya C.; CASTANO, Andrés F.; ROJAS, Juan P.  e  ZAMUDIO, Gabriel A.. Banco Caja Social: un caso práctico de transformación digital para servir a los mercados populares. Ing. compet. [online]. 2021, vol.23, n.2, e20810674.  Epub 18-Maio-2021. ISSN 0123-3033.  https://doi.org/10.25100/iyc.v23i2.10674.

The following paper presents the research carried out by Banco Caja Social, in relation to its own digital transformation process. The article documents the methodology applied in the project named Ruta transformadora, and the results obtained to date. The methodology presented is based on strategic definitions for each of the specific objectives presented by the Bank. An initial diagnosis of each of the objectives was made, researching both about the Banking sector in Colombia, and making a bibliographic review of the current state of Banking. Subsequently, the characteristics, implementations, and decisions to implement were raised, to rethink the Institution's Operational Model, aligning it with the ultimate purpose of the organization. Therefore, the approach of this model intends to allow access and inclusion of financial value propositions that are relevant and pertinent for the popular sectors. In addition, it was possible to identify the importance of implementing a Multichannel Strategy to achieve the general objective of the Banco Caja Social. Consequently, it was concluded that the Bank's IT, based on its operating model, should focus on the following aspects: enhance customer management capabilities, automate business processes, and promote the incorporation of a multi-channel management strategy. The advance of the General Objective of the Bank is currently at 62%.

Palavras-chave : Banco Caja Social; Channel Optimization; Digital Transformation; Multichannel Strategy; Operating Model.

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