<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1794-192X</journal-id>
<journal-title><![CDATA[Revista Guillermo de Ockham]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. Guillermo Ockham]]></abbrev-journal-title>
<issn>1794-192X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de San Buenaventura Cali]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1794-192X2019000100085</article-id>
<article-id pub-id-type="doi">10.21500/22563202.4167</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Estrategia mejora en el proceso de atracción y mantenimiento de clientes potenciales, mediante el uso de contenidos basados en experiencias de gamificación]]></article-title>
<article-title xml:lang="en"><![CDATA[Improvement Strategy in the Process of Attracting and Maintaining Potential Clients, with the Use of Content Based on Gamification Experiences]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Navia]]></surname>
<given-names><![CDATA[César]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Jurado]]></surname>
<given-names><![CDATA[José Luis]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Open Systems SAS  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de San Buenaventura  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<volume>17</volume>
<numero>1</numero>
<fpage>85</fpage>
<lpage>91</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S1794-192X2019000100085&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S1794-192X2019000100085&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S1794-192X2019000100085&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El presente documento describe la propuesta de una estrategia de mejora basada en principios de gamificación para potencializar los procesos de captación y mantenimiento de clientes potenciales para una empresa del sector de software. Este trabajo busca generar un factor de impacto y referencia para las empresas que buscan alternativas que mejoren los indicadores de customer engagement y les permitan acceder a nuevos mercados introduciendo servicios y productos de una forma poco invasiva y amigable a sus clientes. El trabajo describe inicialmente el contexto del problema que se desea abordar, una revisión de las referencias teóricas usadas durante la investigación y luego se presenta la estrategia propuesta en el marco del modelo de ventas de la empresa, finalmente se describe unas conclusiones de la estrategia presentada y el trabajo a futuro que la empresa tiene planteado desarrollar.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This document describes the proposal of an improvement strategy, based on gamification principles to strengthen the processes for attracting and maintaining potential customers at a software company. This paper aims at generating a reference and impact factor for companies looking for alternatives to improve customer engagement indicators and grant them access to new markets, by presenting products and services to their clients in a non-invasive and friendly way. First, the context of the problem is described; then, a review of the theoretical framework used during this research is presented, followed by the strategy proposed in the framework of the sales model of the company. Finally, some conclusions are drawn from the strategy presented and the future work that the company has planned to develop.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Compromiso del cliente]]></kwd>
<kwd lng="es"><![CDATA[mejora estratégica]]></kwd>
<kwd lng="es"><![CDATA[gamificación]]></kwd>
<kwd lng="es"><![CDATA[software industrial]]></kwd>
<kwd lng="en"><![CDATA[Customer Engagement]]></kwd>
<kwd lng="en"><![CDATA[Improvement Strategy]]></kwd>
<kwd lng="en"><![CDATA[Gamification]]></kwd>
<kwd lng="en"><![CDATA[software Industry]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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