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Ignacio Herrero, cofundador de the Customer Spirit y Evaluador EFQM, fue uno de los ponentes en la Jornada del Foro de Sanidad “Experiencia de paciente, hacia la excelencia”, organizada por el Club Excelencia en Gestión y la Comunidad de Madrid en noviembre. Y en este artículo, nos resumen su visión sobre cómo contribuye la experiencia cliente y empleado en la excelencia en gestión de una organización.
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<p><br />\r\n
<img alt="Combinar las luces cortas y las largas" src="sites/default/files/fotos/images/conectividad/jornadas/combinar-luces-cortas-y-largas.jpg" style="display:block; height:auto; margin-left:auto; margin-right:auto; max-width:675px; width:100%" /></p>\r\n
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<p>
</p>\r\n
\r\n
<p><strong><a href="https://www.linkedin.com/in/tcsignacioherrero/" target="_blank">Ignacio Herrero</a>, cofundador de the Customer Spirit y Evaluador EFQM</strong><span style="color:#000000; font-family:helvetica; font-size:12px">, </span>fue uno de los ponentes en la Jornada del Foro de Sanidad “Experiencia de paciente, hacia la excelencia”, organizada por el Club Excelencia en Gestión y la Comunidad de Madrid en noviembre. Y en este artículo, nos resumen su visión sobre cómo contribuye la experiencia cliente y empleado en la excelencia en gestión de una organización.</p>\r\n
\r\n
<p>
</p>\r\n
\r\n
<p>“Somos lo que hacemos repetidamente. La excelencia entonces no es un acto, sino un hábito”. Aristóteles.</p>\r\n
\r\n
<p>
</p>\r\n
\r\n
<p>Todos los moteros hemos aprendido a andar en moto a base de recorrer kilómetros, de sufrir y de disfrutar las curvas de la carretera. Una de las primeras lecciones que aprendemos, es saber dirigir la mirada hacia donde queremos ir; hay que “educar” la mirada. Resulta bastante obvio, pero al principio cuesta mucho, porque tendemos a mirar más cerca de nosotros mismos. Poco a poco lo vamos consiguiendo, aunque en algunas curvas volvemos a la mala costumbre de mirar dos metros delante de la rueda delantera, en lugar de mirar hacia la salida de la curva. Aunque es una lección conocida y aprendida por todos, es muy conveniente que de vez en cuando nos lo recuerden, ya sean los compañeros de ruta, las lecturas especializadas, o nosotros mismos. Como en muchas disciplinas de la vida, además de los cursos, las lecciones y los profesores, el aprendizaje se basa en la repetición; así somos capaces de convertir esas actuaciones, en un hábito.</p>\r\n
\r\n
<p>
</p>\r\n
\r\n
<p>En las empresas, los líderes también miramos hacia donde queremos actuar. Si miramos indicadores puramente operativos, estamos primando las operaciones y el corto plazo; si por el contrario miramos lo que opinan, sienten y viven nuestros Clientes y Empleados, dirigiremos la compañía hacia la diferenciación mediante las estrategias de Experiencia de Cliente y de Empleado. Hace años me dijo un directivo, que teníamos que ser capaces de combinar las luces cortas y las largas, para poder avanzar en la dirección y velocidad adecuadas.</p>\r\n
\r\n
<p>
</p>\r\n
\r\n
<p>El Modelo EFQM de Excelencia ordena hacia dónde tenemos que mirar los líderes y los gestores de las empresas; en palabras del Modelo, <em>ofrece una herramienta integral que tiene como objetivo ayudar a las organizaciones a conocerse mejor a sí mismas, a realizar un análisis objetivo, riguroso y estructurado de su funcionamiento y, en consecuencia, a mejorar su gestión.</em> Siguiendo con el Modelo EFQM, <em>los 8 Valores de la Excelencia, describen los cimientos esenciales para que cualquier organización alcance una excelencia sostenida y pueden utilizarse como base para describir los atributos de una cultura excelente.</em> Pues bien, en todos los <em>Valores</em> de la Excelencia, están presentes de una u otra manera, tanto la Experiencia de Cliente como la de Empleado; son estrategias de negocio, y como tales, tienen que constituir nuestra ventaja competitiva. En la Era del Cliente, tendremos que diferenciarnos por el lugar en el que situamos a los Clientes en nuestra organización. Es fundamental desarrollar un buen Sistema de Gestión de la Experiencia, que facilite la labor de los líderes y les haga dirigir la mirada hacia sus Clientes y Empleados, y en concreto hacia sus necesidades, sus opiniones, sus comportamientos, sus vivencias, su compromiso, su vinculación emocional; así podrán facilitar la generación de resultados.</p>\r\n
\r\n
<p>
</p>\r\n
\r\n
<p>Ahora hablamos mucho de Experiencia de Cliente (y de sus variedades en función del sector, como experiencia de ciudadano, experiencia de paciente, etc.), y también de Experiencia de Empleado. ¿Por qué se habla tanto? Podríamos pensar que es una moda, que hay que realizar talleres con Empleados y Clientes sin saber bien el motivo, que un Customer Journey Map queda muy bien colgado en los despachos de los diferentes líderes de las Compañías, y que así en el Comité de Dirección ya pueden poner el tic en la casilla correspondiente (el llamado “check the box”). Pero el hecho de hablar no nos garantiza casi nada. No se trata de hablarlo, se trata de actuar, de saber dirigir la mirada hacia donde queremos.</p>\r\n
\r\n
<p>
</p>\r\n
\r\n
<p>La Experiencia de Cliente, como la de Empleado, va mucho más allá, son estrategias de negocio. Estamos en la Era del Cliente, las empresas que triunfan son las que supieron transformar la información, en conocimiento de los Clientes, para pasar a actuar desde ese conocimiento. En este entorno, cada vez más competitivo, menos diferenciado en cuanto a productos y servicios, los Clientes nos exigen más. Además, surgen cada día nuevos modelos de negocio, que compiten con negocios tradicionales, por lo que las fronteras son cada vez más difusas. Y para completar la dificultad, los valores de las personas que se incorporan al mercado laboral están cambiando vertiginosamente. Por tanto, las empresas existentes requieren una gran capacidad de adaptación para seguir obteniendo buenos resultados. Viajando en moto nos encontramos con sorpresas y tenemos que adaptarnos, como esas curvas que de repente se cierran más de lo previsto, y provocan que tengamos que replantearnos la curva desde dentro. Eso sí, para salir airosos de la situación, es fundamental haber hecho los deberes antes y haber llegado en buenas condiciones. Esto nos dice el Modelo EFQM, que <em>“permite a los directivos comprender las relaciones causa-efecto que existen entre lo que la organización hace y los resultados que alcanza. Si queremos lograr un resultado diferente, necesitamos cambiar algo de lo que hacemos dentro de la organización.”</em> Por tanto, la clave es actuar. No hay mucho más misterio. Hay que tener valentía para actuar, para cambiar desde dentro de la curva, y es la única alternativa para conseguir resultados diferentes.</p>\r\n
\r\n
<p>
</p>\r\n
\r\n
<p>Volviendo al Modelo EFQM de Excelencia, el criterio 5 define que <em>las organizaciones excelentes diseñan, gestionan y mejoran sus procesos, productos y servicios para generar cada vez mayor valor para sus clientes y otros grupos de interés.</em> Es en este criterio en el que se tienen que evaluar las actividades desarrolladas para llevar a cabo la Misión de la Compañía. Y el criterio 6, los Resultados en los Clientes, define que las <em>organizaciones excelentes alcanzan y mantienen en el tiempo resultados sobresalientes que satisfacen o exceden las necesidades o expectativas de sus clientes.</em> Además, este criterio 6 de Resultados en los Clientes, junto con el 9 (Resultados Clave), son los únicos que tienen una ponderación superior en un 50% al resto de los criterios (tanto de Agentes Facilitadores como de Resultados) en la puntuación final del esquema REDER.</p>\r\n
\r\n
<p>
</p>\r\n
\r\n
<p>Es decir, si consideramos que el Modelo EFQM nos ayuda en el camino de la búsqueda de la Excelencia, y puesto que <em>las organizaciones excelentes logran y mantienen niveles sobresalientes de rendimiento que satisfacen o exceden las expectativas de todos sus grupos de interés,</em> la importancia de trabajar a alto nivel la Experiencia de Cliente y de Empleado, es clave. Y para ello hay que hacer bien los deberes, y tener bien trabajado y desarrollado un buen Sistema de Gestión de la Experiencia, que nos haga mirar a lo importante. Solo así nos aseguraremos la sostenibilidad de la Compañía, solo así nos aseguraremos salir de la curva por el sitio correcto. Solo así seremos capaces de disfrutar del viaje y no solo del destino.</p>\r\n
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