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<p>En primer lugar, creo que los clientes deben ser el centro de nuestra estrategia, pero para definirla, no sólo debemos tenerles a ellos en cuenta, sino también a otros grupos de interés clave para nuestra organización.</p>\r\n
\r\n
<p>El <strong>Modelo EFQM</strong>, uno de los marcos de gestión más reconocidos a nivel mundial, en su última versión no habla de experiencia cliente, sino de <strong>experiencia global.</strong> ¿Por qué? Probablemente porque si queremos generar una buena experiencia cliente, debemos haber generado antes una buena experiencia a otros de nuestros grupos de interés clave. Si nuestros empleados, las personas de nuestra organización que se relacionan con nuestros clientes, están contentos es muchos más probable que contribuyan a crear una buena experiencia. Pero dependiendo de la naturaleza de nuestra organización y de cómo sea la prestación de nuestro servicio, pueden ser también claves nuestros <em>partners</em> o proveedores.</p>\r\n
\r\n
<p>Por otro lado, ya no es suficiente con preguntar a los clientes qué es lo que quieren, ni con medir su satisfacción en un determinado momento, tenemos que ir más allá. De hecho, cada vez estoy más convencida de que cuando preguntamos estamos condicionando una respuesta. Y depende del momento y de la situación, la persona te contestará una cosa u otra.</p>\r\n
\r\n
<p>¿Lo mejor? No preguntar<strong>. Lo que de verdad nos da información es analizar el comportamiento de nuestros clientes, ver cómo se han comportado en situaciones anteriores y poder actuar en consecuencia.</strong> Necesitamos analizar sus comportamientos: la forma en la que acceden a nuestros servicios o compran nuestros productos; cuándo lo hacen; la duración de la relación que mantienen con nosotros, etc.</p>\r\n
\r\n
<p>Hoy en día, los datos son infinitos, pero debemos analizarlos y aprovechar la información que nos proporcionan.</p>\r\n
\r\n
<p>Recientemente hemos celebrado un encuentro con los socios del Club Excelencia en Gestión centrado en la gestión de la experiencia de los clientes y estas son alguna de las claves con las que yo me quedé:</p>\r\n
\r\n
<ul>\r\n
\t<li><strong>Definamos quiénes son nuestros clientes:</strong> Parece muy obvio, pero no siempre lo es, sobre todo en los casos B2B. ¿A quiénes nos estamos dirigiendo? ¿En quiénes pensamos cuando diseñamos nuestros productos o servicios? ¿Es en esos en los que debemos pensar?</li>\r\n
\t<li>Para generar una buena experiencia no debemos mirar sólo a los clientes, debemos <strong>centrarnos en todos aquellos que se relacionan con ellos</strong> (empleados, partners, etc): cuidemos de ellos para que ellos cuiden de nuestros usuarios.</li>\r\n
\t<li><strong>Pensemos a medio/ largo plazo</strong>: generar momentos WOW puede no parecernos rentable a corto plazo, pero puede serlo si miramos más allá, si analizamos los beneficios de generar una buena experiencia, porque vincula a nuestros clientes y les impulsa a hablar de nosotros, a recomendarnos.</li>\r\n
\t<li>Debemos <strong>buscar un equilibrio entre la eficiencia y la hiper-personalización</strong> y eso no siempre resulta fácil. No se trata de hacer todo lo que nos digan los clientes que quieren que hagamos.</li>\r\n
\t<li><strong>Los procesos no son estáticos, porque los clientes no lo son</strong>. No sirve con analizar en un momento determinado. El entorno cambia muy rápido y también lo hacen los clientes, por lo que debemos ir aprendiendo, evolucionando y adaptando nuestros procesos de relación con ellos.</li>\r\n
</ul>\r\n
\r\n
<p>En definitiva, para mejorar la satisfacción de quienes solicitan nuestros productos o servicios no es suficiente con preguntarles o con definir un pasillo de cliente en un momento determinado. Debemos ir más allá de la experiencia cliente para conseguir generar un vínculo a futuro y garantizar nuestro éxito a largo plazo.</p>\r\n
"""
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