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<p><strong><em>Uno de los temas tratados por el </em></strong><a href="http://www.clubexcelencia.org/" target="_blank"><strong><em>Club Excelencia en Gestión</em></strong></a><strong><em> en sus </em></strong><a href="https://www.clubexcelencia.org/10-management-talks-para-impulsar-la-transformacion-de-las-organizaciones" target="_blank"><strong><em>Management Talks</em></strong></a><strong><em> ha sido el de cuidar la </em></strong><a href="https://www.clubexcelencia.org/management-talks-en-nh-experiencia-empleado-y-cliente" target="_blank"><strong><em>experiencia del empleado</em></strong></a><strong><em> como estrategia para mejorar la experiencia de cliente. Esta sesión tuvo como anfitrión a uno de los socios del Club, </em></strong><a href="https://www.nh-hoteles.es/" target="_blank"><strong><em>NH Hoteles</em></strong></a><strong><em>, gran conocedor de la materia a tratar. En ella participaron también otros miembros del Club con el fin de aportar su conocimiento y experiencias al respecto.</em></strong></p>\r\n
\r\n
<p>A través de la reflexión y el debate, en este Management Talks del Club Excelencia en Gestión, titulado <em>La experiencia del empleado como una de las claves de la experiencia del cliente</em>, se han arrojado una serie de conclusiones. Muchas de ellas dirigidas a mejorar la calidad laboral de aquellos trabajadores que tengan algún vínculo directo o indirecto con los clientes. Todas ellas se resumen en siete claves fundamentales:</p>\r\n
\r\n
<p><img alt="" src="http://clubexcelencia.org/documentos/img/7%20claves%20experiencia%20empleado.jpg" /></p>\r\n
\r\n
<p><strong>1. Diferenciar entre experiencia de empleado y propuesta de valor al empleado</strong>: Centrarse en los aspectos ‘micro’ que generan experiencias positivas o negativas en el día a día, y alinearse con la experiencia del cliente final. No se debe olvidar que todos los empleados son embajadores de la marca y, como tal, trasladan sus impresiones al exterior en mayor o menor medida.</p>\r\n
\r\n
<p><strong>2. Identificar a las personas que están en contacto directo con el cliente:</strong> Escuchar sus necesidades en grupo y esbozar estrategias que unan sus peticiones a su actividad. Es importante hacer mayor hincapié en aquellos que trabajan en el <em>front office</em>, ofreciendo la cara visible de la empresa ante los clientes, sean empleados directos o subcontratados.</p>\r\n
\r\n
<p><strong>3. Unir estrategias a la hoja de ruta de la organización</strong>: Aprovechar sinergias para que todas las líneas de trabajo vayan encaminadas a mejorar la competitividad a través de una gestión transformadora, innovadora y sostenible. También buscando los llamados ‘higiénicos’, ofrecer una calidad básica en el producto o servicio para evitar la disconformidad del cliente final. Y elaborar estrategias que generen momentos ‘WoW’: algo inesperado que impresione al consumidor y le ayude a vincularse de forma positiva a la marca.</p>\r\n
\r\n
<p><strong>4. Medir, escuchar y comunicar</strong>: Utilizar indicadores de alerta para detectar amenazas u oportunidades respecto al impacto de la relación del empleado con el cliente. Fomentar los canales anónimos para comunicar incidencias internas, y realizar de forma paulatina foros de debate para conocer las necesidades de trabajadores y proveedores. También es positivo organizar entrevistas personales y grupos focales o <em>focus group</em>, útiles para recoger información cualitativa de más profundidad que la lograda a través de cuestionarios. </p>\r\n
\r\n
<p><strong>5. No pueden existir los ‘empleados de segunda’:</strong> Una distinción que suele aparecer cuando una compañía cuenta con subcontratas para dar a sus clientes finales determinados servicios. Para lograrlo se recomienda proporcionar información, comunicación y reconocimiento al mismo nivel entre las personas de la subcontrata y las de la propia estructura o negociar la equiparación de sueldos con la empresa proveedora.</p>\r\n
\r\n
<p><strong>6. Involucrar a los responsables de servicios internos:</strong> Se puede conseguir reforzando la confianza entre departamentos con acciones de trabajo conjunto. Pero también fomentando la visión de la cooperación estableciendo equipos multidisciplinares que sirvan, además de para mejorar la empatía entre los miembros de cada unidad, para dar una mejor respuesta y más rápida al cliente final.</p>\r\n
\r\n
<p><strong>7. Elaborar un marco de gestión apropiado que garantice la experiencia del empleado:</strong> Sistemas como el <a href="https://www.clubexcelencia.org/modelo-efqm" target="_blank">Modelo EFQM</a> aportan criterio, sistemática y enfoque metodológico para elaborar herramientas útiles para la transformación constante de las organizaciones. Funcionan de forma estable y representan una palanca para difundir, desplegar y consolidar una cultura orientada a la innovación, a la transformación, al desarrollo de la sostenibilidad y al respeto por el medio ambiente.</p>\r\n
\r\n
<p> </p>\r\n
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