Necesitas 8 años para alcanzar la excelencia en la experiencia de cliente

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CLAVES:

  • La Experiencia de Cliente es una palanca clave de creación de valor para las compañías, ya que existe una correlación directa e inmediata entre esta y el crecimiento de las empresas.
  • Pero alcanzarla no es fácil, es una tarea a largo plazo que, según las empresas que lo han conseguido, tiene una duración media de entre 4 y 8 años.
  • Así se refleja en el segundo informe realizado por DEC y BCG, “Hacia la excelencia en Experiencia de Cliente”, donde se explica el camino que hay que seguir para alcanzarla, y señala recomendaciones para lograrlo.

El informe “Hacia la excelencia en Experiencia de Cliente”, realizado conjuntamente por la Asociación para el Desarrollo de la Experiencia de Cliente (DEC) y The Boston Consulting Group (BCG), tiene por objeto es analizar las mejores prácticas empresariales en esta disciplina y el camino que han recorrido las firmas que han alcanzado la excelencia.

Se trata de la segunda edición de este estudio. La primera, presentada en 2014, analizaba la madurez de la Experiencia de Cliente en las empresas españolas, mientras que la segunda profundiza en lo que diferencia a las organizaciones que han desarrollado las mejores prácticas y el proceso que han seguido hasta convertirse en referentes.

THE BOSTON CONSULTING GROUP y ASOCIACIÓN PARA EL DESARROLLO DE LA EXPERIENCIA DE CLIENTE. Invertir en Experiencia de Cliente para crecer. Informe sobre la madurez de la Experiencia de Cliente en España. 2014 [consultado 21-12-2015]. Disponible en: http://www.asociaciondec.org/documents/10184/63787/informe+BCG+short/198c2ecb-2eac-4d10-b92e-cc608a2e4cbb

Para ello, se entrevistaron a once entidades líderes de sus sectores: EVO Banco, Heineken, Iberia, IESE Business School, Mapfre, Mercedes-Benz, Microsoft, Mutua Madrileña, Nationale Nederlanden, PepePhone y Santander. Con diferentes tamaños y modelos de negocio, el modelo interno que han desarrollado estas empresas integra características comunes que les han llevado a la excelencia.

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“La Experiencia de Cliente es una palanca clave de creación de valor para las compañías. Existe una correlación directa e inmediata entre la Experiencia de Cliente y el crecimiento de las empresas, que cada vez son más conscientes su importancia a la hora de diferenciarse”, señaló Mario Taguas, vocal en la Junta Directiva de DEC.

“Si bien las compañías están empezando a desarrollar modelos de Experiencia de Cliente y se están realizando importantes avances, todavía queda mucho camino por recorrer en la implantación de una metodología integral de mejora continua que maximice el retorno de la inversión en esta área”, incidió. El informe señala cinco recomendaciones para las empresas que pretenden avanzar hacia la excelencia en Experiencia de Cliente:

  1. Desarrollar una identidad única, que las diferencie del resto y las haga reconocibles para los consumidores.
  2. Contar con un área integral dedicada específicamente a la Experiencia de Cliente, impulsada por la dirección y con gran visibilidad dentro de la organización.
  3. Garantizar la implicación total de todos los empleados de la compañía, y también los de aquellos proveedores que tienen impacto en la Experiencia de Cliente.
  4. Alcanzar la excelencia en cada interacción con todos los segmentos de clientes y transmitir una visión única a través de todos los canales.
  5. Escuchar a los clientes, analizar e interpretar la información que se recibe, e implantar una metodología de mejora continua.

Anthony Pralle, Senior Partner and Managing Director y Socio Responsable de Marketing y Ventas Europa de The Boston Consulting Group (BCG), afirmó que “todas las empresas, independientemente de su sector, modelo de negocio o punto de partida, pueden acometer este reto. Aquellas que lo hagan antes se convertirán en referente en Experiencia de Cliente y conseguirán alcanzar sus objetivos en términos de crecimiento.

Fuente: Hacia la excelencia en la Experiencia de Cliente
Fuente: Hacia la excelencia en la Experiencia de Cliente

Para ello, es imprescindible conocer bien las palancas para construir un modelo interno sólido en el menor plazo posible”. El viaje hacia la consecución de la excelencia en Experiencia de Cliente suele durar entre cuatro y ochos años, en función de la complejidad del modelo de negocio, del punto de partida y de las prioridades de la organización. Este viaje comprende, según el informe, tres fases:

  1. Construir. Supone el inicio del cambio cultural y pasa por la creación del área de Experiencia de Cliente en la empresa, la implantación de las primeras mejoras y la definición de una metodología de medición. Supone entre uno y dos años, y tiene como principal razón de ser la concienciación.
  1. Diseñar. Se trata de crear una experiencia superior y comprende el diseño de un plan integral de mejora que implique a todas las áreas de la compañía y marque objetivos e incentivos, y la definición de indicadores operativos que muestren la evolución. La coherencia entre los distintos canales que utiliza la compañía es esencial. Según el informe, esta etapa se desarrolla aproximadamente a lo largo dos o tres años.
  1. Modelar. Superadas con éxito las dos primeras fases, la empresa ya es capaz de modelar su Experiencia de Cliente. El cambio cultural ya se ha realizado y toda la organización está motivada, incluidos los proveedores y colaboradores de la compañía. La visión de cliente aparece en todo curso de formación, y se diferencian estrategias y acciones por segmento. Existe una gestión proactiva del estado y comportamiento de los clientes y, de hecho, éstos adoptan un papel activo en la mejora de su experiencia. Culminada esta fase, que puede llevar de uno a tres años, la empresa habrá conseguido la excelencia en Experiencia de Cliente.
THE BOSTON CONSULTING GROUP y ASOCIACIÓN PARA EL DESARROLLO DE LA EXPERIENCIA DE CLIENTE. Hacia la excelencia en la Experiencia de Cliente. 2015 [consultado 21-12-2015]. Disponible en: http://www.asociaciondec.org/documents/10184/0/Ponencia+Santiago+Mazón/66a26842-7d9b-41ce-a344-4adeb51bd5d3

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  2. El tiempo definido para la consecución de una Experienci de cliente excelente es, a mi parecer, bastante teórica.
    La primera de las fases, la de construcción, dura más de 2 años; de hecho es es una fase iterativa, que vuelve una vez a terminado la fase de Modelación..
    Teóricamente es una buena definición y al final lo que hay que tener claro es que la experiencia de cliente es un trabajo largo y con muchos agentes implicados.

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