6 pasos para fomentar una cultura centrada en el cliente dentro de tu organización 


¿Cómo pueden las organizaciones atraer y retener a los clientes? Como dijo el famoso consultor empresarial Peter Drucker, “El propósito de los negocios es atraer y mantener clientes”. En muchas empresas, las personas piensan que la satisfacción del cliente es tarea solo del departamento de marketing y ventas, sin embargo, esto no debería ser así. Los negocios construidos con tanto cuidado durante años podrían ser derrumbados por un portafolio de clientes insatisfechos en cuestión de minutos. La razón por la que el gigante minorista Amazon se ha vuelto tan exitoso, dicen sus líderes, es la “obsesión por el cliente”.

En una encuesta global1 encargada por Ricoh, 70 por ciento de los encuestados dijo que probablemente dejarían de hacer negocios con una compañía cuyo procesamiento ineficiente de documentos los frenó. Una tercera parte señalaron que publicarían comentarios negativos. En otro estudio2, 86 por ciento de los clientes dijo que su decisión de compra se vio afectada por los comentarios en línea. El 69 por ciento confiaba en ellos tanto como las recomendaciones personales, y 57 por ciento dijo que no haría negocios con una compañía que recibió críticas negativas.

Con base en esto, es posible definir correctamente la ecuación de servicio al cliente y los resultados finales mejorarán. El 70 por ciento de los clientes se quedarán con nosotros si los escuchamos y resolvemos sus desafíos. Dos tercios de las personas en la encuesta dijeron que sus ingresos aumentaron un 10 por ciento después de mejorar los procesos de atención al cliente.

“Nuestro equipo de Recursos Humanos es clave para la organización, precisamente porque es un área que fomenta la preocupación tanto por los clientes internos como externos y establece junto a los líderes del negocio planes de acción para incrementar la satisfacción y mejorar la experiencia de ambos grupos. En ese sentido, una empresa funciona mejor y tiene mejores resultados en la medida en que la experiencia de todos nuestros clientes se convierte en un elemento central del negocio. No podemos ser indiferentes a los requerimientos, dudas o sugerencias de nuestros clientes, por lo que es esencial hacerlos parte de nuestra gestión y enfocarnos en satisfacer sus necesidades, lo cual se logra, en gran medida, promoviendo una cultura de servicio de alto impacto a través de toda la organización que incluya el refuerzo de comportamientos claves como lo son la comunicación excepcional en ambas vías, empoderamiento y accountability” manifiesta Lorna Hernández, Vicepresidente de Recursos Humanos de Ricoh Latin America.

6 pasos para fomentar una cultura centrada en el cliente dentro de tu organización

 

  1. Comienza desde arriba: Haz del servicio al cliente una parte sumamente importante dentro de la misión de tu empresa. Asegúrate que todos los ejecutivos y partes interesadas estén a bordo y crea un plan accionable.

 

  1. Contrata a personas entusiastas y mantenlas involucradas en su trabajo: Existe una fuerte correlación entre el compromiso de los empleados y la calidad del servicio. Asegúrate que todos en la organización, desde abajo hacia arriba, sepan que crear una excelente experiencia para el cliente es la razón por la que están ahí.

 

  1. Revisa todos los puntos de interacción con los clientes, tanto en línea como físicos, y trata de crear un entorno perfecto para que las transacciones sean libres de estrés. Asegúrate que los empleados registren los puntos de espera y aliéntalos a discutirlos en las reuniones.

 

  1. Conoce a tus clientes en un nivel profundo: El análisis de datos proporciona un tesoro de información, pero es fácil perderse en los gigabytes. Concéntrate en algunas métricas simples, incluidas aquellas que muestran dónde se encuentran sus clientes. Encuéntralos en su territorio y presta atención a lo que quieren, lo que los hace felices y, especialmente, lo que los hace infelices. Es aconsejable crear un consejo asesor de clientes y salas de chat, usar herramientas que envíen comentarios a todos los miembros de su organización, en lugar de solo el silo que considere adecuado. Las buenas ideas pueden venir de rincones inesperados.

 

  1. Crea métricas para medir tu éxito en la resolución de problemas de los clientes.

 

  1. Haz que tus clientes se involucren en el negocio y que el negocio se involucre con los clientes: Solicita a los clientes ideas sobre lo que desean, ya sea un producto nuevo, características adicionales, piezas más confiables o un servicio más receptivo. Envía la información directamente a los departamentos que pueden hacer algo al respecto y haz un seguimiento. Cuando sea posible, cambia el diseño o suaviza tus procesos para satisfacer las demandas de los clientes. Luego publica los cambios … y solicita tu próxima ronda de comentarios.

Lorna Hernández, VP de Recursos Humanos en Ricoh Latin America

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