Customer Service Improvement in a Cooperative Credit Department Using the PDCA (PHVA) Cycle and Process Simulation

Abstract

Customer service is a critical factor for the sustainability of credit unions, especially in environments of increased competition and digital acceleration. This study evaluates the impact of applying the PDCA (Plan-Do-Check-Act) cycle on reducing delays in customer service in the credit department of a Peruvian credit union during 2023. A quasi-experimental design was used with pre- and post-intervention measurements, with a quantitative approach based on operational records, complemented by structured interviews with staff. The intervention was validated through process simulation (AS-IS vs. TO-BE). The results report an approximate 30% reduction in service times, a 25% decrease in appointment scheduling errors, and a 15% increase in member satisfaction. Additionally, the economic-financial evaluation shows a positive NPV, an IRR higher than the opportunity cost of capital, and a payback period of less than 12 months. It is concluded that the PHVA cycle is an effective and replicable tool for improving operational efficiency and service quality in cooperatives.