Evaluation tools and strategies used in customer service in micro and small businesses in the city of Chihuahua

The general objective of this research is to explore the tools and strategies used by micro and small enterprises (MSEs) in Chihuahua to evaluate and improve customer service during the first half of 2024. Specific objectives include identifying the most commonly used tools, analyzing their application through interviews with entrepreneurs, and proposing activities to enhance customer service. The methodology involves exploratory research with focus groups and in-depth interviews, using 12 open-ended questions in the Gesell chamber at the Universidad Tecnológica de Chihuahua. Thirteen entrepreneurs from commercial and service MSEs participate, and nine in-depth interviews are conducted. The research reveals that evaluating customer service is crucial for obtaining information about service perception and capitalizing on business opportunities, which is reflected in increased profits.