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<p></p>\n
<p><strong>ACTUALIDAD / PARTNERS </strong>/ ARTÍCULO\u{A0}NEREA TORRES FORO EFQM</p>\n
<p><img style="width: 100%; max-width: 675px; height: auto; display: block; margin-left: auto; margin-right: auto;" src="sites/default/files/fotos/images/Actualidad/Partners/Nerea-Torres.jpg" alt="nerea" width="455" height="275" /></p>\n
<p style="text-align: justify;"><strong>Nerea Torres</strong>, miembro del Consejo de Administración de la EFQM, reflexiona sobre<strong>\u{A0}la transformación digital del líder</strong> tras el Foro EFQM 2016. Aquí os dejamos el interesante artículo que ha escrito. ¡Gracias Nerea por aporta tanto conocimiento en temas tan relevantes!</p>\n
<p style="text-align: justify;">El reciente Foro anual de EFQM, tan conocido para los lectores de Visión, se ha celebrado con la brillantez habitual y ofreciendo el interés de intercambiar ideas y opiniones con tantos directivos comprometidos con una gestión excelente, de vanguardia, y, además, en esta ocasión, me ha permitido aportar una reflexión sobre la Transformación digital que vivimos tan intensamente en nuestras compañías y en nuestra vida cotidiana.</p>\n
<p style="text-align: justify;">En ese sentido, partimos de que la tecnología es, en la actualidad, el “core” de nuestros negocios y nuestra moneda de cambio son los datos inteligentes mientras que Big Data, cloudcomputing, marketing digital, Redes Sociales, Industria 4.0, Internet de las cosas (IoT) o Smart cities son los conceptos de nuestro día a día, no de nuestro futuro.</p>\n
<p style="text-align: justify;">Ninguna organización mejor que este Club para entender que, a través de la Excelencia, vamos a ser competitivos de modo que, dado el tema que nos ocupa, tenemos que conjugar esa Excelencia y esa competitividad con una transformación digital de nuestras compañías. Nuestros competidores, que no tienen por qué estar en nuestro entorno más próximo, ya se han subido a este tren de forma proactiva.</p>\n
<p style="text-align: justify;">Urge que los líderes de las compañías diseñen un Plan de Transformación Digital de sus organizaciones y eso me lleva a la consideración de que ésta puede ser la ocasión para trazar un posible perfil del líder digital que comenzaría por definir como un líder complejo, con muchos prismas.</p>\n
<p style="text-align: justify;">Es formal, en el sentido tradicional de la palabra, pero también lo informal que requieren los tiempos actuales.</p>\n
<p style="text-align: justify;">Es jerárquico, asumiendo las categorías, pero controlando toda la organización; atiende las reuniones de forma presencial, pero maneja una comunicación virtual propia de la globalización; combina el conocimiento generalista con el especializado; conjuga velocidad con experiencia; gestiona la diversidad en el más amplio sentido de la palabra y con ello me refiero a género, nacionalidades, capacidades…</p>\n
<p style="text-align: justify;">Creo también que el líder digital define e implementa una estrategia digital en un proyecto a medio plazo a través de cambios constantes y rápidos; determina una estrategia multicanal para llegar al cliente; sabe\u{A0} \u{A0}gestionar recursos tecnológicos y entender los conceptos digitales y es capaz de entender la relación del cliente con la marca en este mercado digital donde el cliente, cada vez más exigente, sabe moverse para buscar nuevas opciones personalizadas e innovadoras accesibles en todo el mundo.</p>\n
<p style="text-align: justify;">Asimismo, es capaz de organizar diferentes entornos de trabajo ya que sus colaboradores pueden encontrase en cualquier lugar y regirse por diferentes horarios y costumbres. Es el tiempo de los “digital nomads”.</p>\n
<p style="text-align: justify;">El líder digital estará presente en las Redes Sociales porque entiende su influencia y su poder en sus productos, en sus resultados y en la imagen de su marca. Al fin y al cabo, estamos en un escaparate mundial las veinticuatro horas del día; por ello somos más vulnerables, pero también más poderosos si sabemos ser transparentes y gestionar antes de que los usuarios lo hagan por nosotros. El entorno digital nos relaciona muy directamente con nuestros clientes que requieren una atención más personalizada y exigente y ese líder digital sabrá anticiparse a los nuevos retos y oportunidades con nuevos modelos de negocio, ciberestrategias y con una estrategia multicanal. El cliente es el centro de su negocio -podríamos hablar de la empresa donut- como forma de superar sus expectativas. Su estrategia digital se combina con una cultura y un liderazgo propio.</p>\n
<p style="text-align: justify;">Este nuevo tiempo corresponde, por tanto, a un Ceo holístico que desarrolla habilidades nuevas y se plantea si sus colaboradores cuentan con los conocimientos y habilidades necesarias para esa transformación digital que les permita ser competitivos. ¿Tenemos los profesionales adecuados, con la preparación correspondiente a este entorno digital cuando el ecosistema ha cambiado tanto?</p>\n
<p style="text-align: justify;">Es cierto que un modelo de Excelencia como EFQM será una herramienta muy útil para conducir esta transformación buscando, como dice el lema de este Foro anual 2016, la Excelencia más allá de los límites.</p>\n
<p style="text-align: justify;">\u{A0}\u{A0}\u{A0}\u{A0}\u{A0}\u{A0}\u{A0}\u{A0}\u{A0}\u{A0}\u{A0}</p>\n
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