{"id":5947,"date":"2020-09-27T20:11:23","date_gmt":"2020-09-27T19:11:23","guid":{"rendered":"https:\/\/www.mondayhappymonday.com\/?p=5947"},"modified":"2022-01-20T10:56:22","modified_gmt":"2022-01-20T09:56:22","slug":"modelo-relacion-clientes","status":"publish","type":"post","link":"https:\/\/mondayhappymonday.com\/ca\/modelo-relacion-clientes\/","title":{"rendered":"Com redissenyar els rols de la teva organitzaci\u00f3?"},"content":{"rendered":"

La transformaci\u00f3 digital exigeix a les empreses, entre moltes altres coses, una manera\u00a0diferent de relacionar-se amb els clients<\/strong>, per la qual cosa els llocs o rols que tenen aquesta com a principal funci\u00f3 hauran de sotmetre’s a un profund proc\u00e9s de canvi.<\/p>\n

Quan ens disposem a abordar aquest desafiant repte, el primer que ens q\u00fcestionem \u00e9s\u00a0com hauran de ser doncs aquests nous rols<\/strong>, per\u00f2 no podem donar resposta a aquesta pregunta si abans no hem respost a com haur\u00e0 de ser el nou model de relaci\u00f3 amb els clients. D’aix\u00f2, solen encarregar-se els de M\u00e0rqueting que, si han fet b\u00e9 els seus deures, hauran realitzat una\u00a0segmentaci\u00f3 psicogr\u00e0fica<\/strong>\u00a0d’aquests clients.<\/p>\n

Un bon element perqu\u00e8 recursos humans entenguin qu\u00e8 necessitar\u00e0 el client del nou rol \u00e9s fer un\u00a0buyer persona<\/strong>, que no deixa de ser una representaci\u00f3 semifict\u00edcia del client constru\u00efda a partir la seva informaci\u00f3 demogr\u00e0fica, comportament, necessitats i motivacions.<\/p>\n

Despr\u00e9s de dur a terme aquest exercici d’empatia, ja estem en disposici\u00f3 de dibuixar el\u00a0customer journey map<\/strong>\u00a0i identificar els punts de contacte o\u00a0touchpoints<\/strong>\u00a0entre client i rol de l’empresa per a con\u00e8ixer com est\u00e0 vivint el client l’experi\u00e8ncia amb el rol en q\u00fcesti\u00f3. Aquest mapa ens servir\u00e0 per comen\u00e7ar a con\u00e8ixer les parts de la relaci\u00f3 client-rol que generen major valor, aix\u00ed com aquelles que no li aporten res.<\/p>\n

Precisament \u00e9s la\u00a0generaci\u00f3 de valor<\/strong>, uns dels aspectes que major incertesa genera. I \u00e9s que ser capa\u00e7 de saber si el que far\u00e0 el nou rol tindr\u00e0 sentit per al client \u00e9s una cosa molt cr\u00edtica. Cal ser capa\u00e7os d’aconseguir l’encaix rol-client, \u00e9s a dir, identificar noves funcions del rol que encaixin perfectament amb la necessitat dels clients.<\/p>\n

En lloc de fer el que solem fer sempre, que \u00e9s\u00a0primer dissenyar alguna cosa i despr\u00e9s veure si li pot servir al client, aquesta vegada treballarem a l’inrev\u00e9s: primer identificarem problemes dels clients que val la pena que es resolguin i en acabat veurem com el nou rol podria fer-ho.<\/p><\/blockquote>\n

Per a aix\u00f2, existeix una interessant eina: el\u00a0value proposition canvas<\/strong>, que es basa a contraposar\u00a0les necessitats dels diferents segments de clients amb la proposta de valor del rol.<\/p>\n

En primera inst\u00e0ncia, identificarem els problemes dels clients que pagui la pena que el nou rol resolgui, per la qual cosa haur\u00edem d’ordenar all\u00f2\u00a0que necessita resoldre el client en funci\u00f3 d’aspectes com ara la frustraci\u00f3 que li produeixen, la freq\u00fc\u00e8ncia amb la qual ha de resoldre’ls, etc. En finalitzar, tindrem\u00a0una llista bastant prometedora del que\u00a0creiem que s\u00f3n les seves principals necessitats. Despr\u00e9s, haurem de fer una an\u00e0lisi sobre de quina manera el nou rol podria ajudar el client a ser m\u00e9s feli\u00e7 o trobar-se millor o a alleujar alguna frustraci\u00f3.<\/p>\n

Amb tot aix\u00f2, ja podem comen\u00e7ar a dissenyar les principals funcions que haur\u00e0 de desenvolupar el nou rol per a satisfer les necessitats que tenen els nostres clients. Per a aix\u00f2 pot ser-te molt \u00fatil un proc\u00e9s de\u00a0design thinking o design sprint.<\/strong><\/p>\n

I despr\u00e9s cal implementar<\/strong>!<\/h3>\n

No pots quedar-te nom\u00e9s a saber com haur\u00e0 de ser el nou rol, sin\u00f3 que deus, una vegada m\u00e9s, dissenyar una s\u00e8rie d’accions\u00a0no sols centrades en els clients, sin\u00f3 tamb\u00e9 en les persones que ocupara el nou rol<\/strong>\u00a0perqu\u00e8 aquest no ser\u00e0 realitat si aquestes es resisteixen a desenvolupar les noves funcions.<\/p>\n

Implementar el nou rol segur que implica una llarga llista de requisits\/objectius (no tasques) que s’hauran d’aconseguir al llarg del proc\u00e9s, uns requisits\/objectius que hauran de ser degudament prioritzats en funci\u00f3 del valor que t\u00e9 pel client del projecte aconseguir-los i el cost\/esfor\u00e7\/temps que l’equip d’implementaci\u00f3 necessitar\u00e0 per a aconseguir cada requisit\/objectiu. Per a aix\u00f2 \u00e9s important comptar amb la figura d’un\u00a0product owner<\/strong>, que vindr\u00e0 a ser el representant del nou rol dins de l’equip de desenvolupament. \u00c9s la seva veu.<\/p>\n

Aquesta \u00e9s la recepta en 7 passos<\/h3>\n

En definitiva, si necessites redissenyar alguns rols de la teva companyia que encaixin amb les noves necessitats dels teus clients:<\/p>\n

    \n
  1. Segmenta<\/strong>\u00a0<\/li>\n
  2. Empatitza<\/strong><\/li>\n
  3. Dibuixa l’experi\u00e8ncia de client<\/strong><\/li>\n
  4. Construeix la proposta de valor<\/strong><\/li>\n
  5. D<\/strong>issenya el nou rol<\/strong><\/li>\n
  6. Dissenya les accions per a implementar-ho<\/strong><\/li>\n
  7. Implementa \u00e0gilment<\/strong><\/li>\n<\/ol>\n

    T’animo a seguir la “recepta” i que m’expliquis com t’ha anat!<\/p><\/blockquote>\n

    \"\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

    La transformaci\u00f3 digital exigeix a les empreses, entre moltes altres coses, una manera\u00a0diferent de relacionar-se amb els clients, per la qual cosa els llocs o rols que tenen aquesta com a principal funci\u00f3 hauran de sotmetre’s a un profund proc\u00e9s de canvi. Quan ens disposem a abordar aquest desafiant repte, el primer que ens q\u00fcestionem […]<\/p>\n","protected":false},"author":2,"featured_media":5950,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[24,1],"tags":[318,118,436,437,220,438,388,439,440,108,441,442,443,444],"class_list":["post-5947","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovacio","category-metodologies-de-treball","tag-designthinking-ca","tag-agile-ca","tag-customerexperience-ca","tag-customers-ca","tag-designsprint-ca","tag-digitaltransformation-ca","tag-empatia-ca","tag-employees-ca","tag-employeexperience-ca","tag-innovation-ca","tag-marketing-ca","tag-organisation-ca","tag-rrhh-ca","tag-usercenterdesign-ca"],"yoast_head":"\nCom redissenyar els rols de la teva organitzaci\u00f3? - Monday Happy Monday<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mondayhappymonday.com\/ca\/modelo-relacion-clientes\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Com redissenyar els rols de la teva organitzaci\u00f3? - Monday Happy Monday\" \/>\n<meta property=\"og:description\" content=\"La transformaci\u00f3 digital exigeix a les empreses, entre moltes altres coses, una manera\u00a0diferent de relacionar-se amb els clients, per la qual cosa els llocs o rols que tenen aquesta com a principal funci\u00f3 hauran de sotmetre’s a un profund proc\u00e9s de canvi. 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