Incidencia de herramientas tecnológicas en la atención al cliente sector alfarero La Victoria – Pujilí

This research was conducted in the pottery sector of the Cotopaxi province, specifically in the La Victoria parish. The main objective was to analyze the use of technological tools focused on strengthening and optimizing customer service processes. This study employed a quantitative, descriptive approach, developed using the deductive method. The population consisted of 41 individuals, and all participants were included in the sample. The research technique used was a survey previously validated in a prior study. The results show a complete lack of knowledge regarding the use of chatbots 0%. Similarly, 7% of potters have not received training on the use of customer service technologies. Based on these results, it is essential to propose regular training sessions on the use and management of social media, chatbots, and email marketing, as these applications allow for free promotion, process optimization, personalized attention, and contribute to strengthening customer loyalty among current and potential clients