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<p> <strong>LOS TALLERES DEL FORO</strong></p>\r\n
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<p>Madison tuvo la oportunidad de participar en uno de los espacios destinados a los talleres, que se desarrollan sobre los cuatro entornos organizativos del Foro Anual CEG. En concreto, el taller de Madison estaba enfocado en el entorno cliente. Con el título “¿Cambiamos la mentalidad? Convertir un servicio en una experiencia de cliente”. El taller liderado por <a href="https://www.linkedin.com/in/jose-luis-delmas-3249642a/" target="_blank">José Luis Delmas</a>, Director Técnico de España y LATAM en MADISON Market Research, nos hace reflexionar en su primera parte, sobre la importancia de transformar un servicio aun siendo de calidad, en una experiencia de cliente. Hoy ya no es suficiente con dar un buen servicio, además hay que emocionar al cliente. Para ello, la escucha es relevante y el primer punto del que partir para convertir un servicio en una experiencia de cliente. Aparecen nuevas herramientas que nos permiten no solo escuchar a cliente, si no crear junto a él y mejorar, por tanto, el servicio o producto.</p>\r\n
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<p><strong>La co-creación y el <em>desing thinking</em> son herramientas aliadas en los procesos de innovación y generación de mejoras en servicio y producto para las compañías y por tanto contribuyen a mejorar la experiencia de cliente. Permiten explorar soluciones creativas a problemas y retos en este caso en el trabajo de atención de cliente. Hoy día son claves para dar respuesta a los nuevos paradigmas en un mundo cada vez más complejo y cambiante.</strong></p>\r\n
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<p>Estas técnicas conectan productos y servicios con las necesidades reales de los clientes, y, por tanto, ahora son un recurso muy importante, para trabajar un programa integral de Voz de Cliente.</p>\r\n
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<p>Es por esto, que la parte más destacada del taller estuvo dirigida a la práctica, en la que por grupos los asistentes trabajaron con metodología <em>design thinking</em> partiendo de un negocio y tipo de cliente, creando soluciones identificando primero los problemas y los puntos de dolor del cliente, ¿cómo?, ayudándoles a ponerse en la piel del cliente, empatizando. Una de esas herramientas que ayudan a ello y que Madison introduce en la dinámica es el mapa de empatía.</p>\r\n
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<p class="rtecenter"><img alt="" src="http://www.clubexcelencia.org/documentos/img/ceg-301018-0168-2.jpg" style="height:288px; width:500px" /></p>\r\n
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<p>Después de trabajar el conocimiento de cliente, trabajaron en la definición del problema, y el reto, y posteriormente generamos ideas, prototipamos y testamos la solución elegida por el grupo.</p>\r\n
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<p> </p>\r\n
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