{"id":5948,"date":"2020-09-27T20:11:23","date_gmt":"2020-09-27T19:11:23","guid":{"rendered":"https:\/\/www.mondayhappymonday.com\/?p=5948"},"modified":"2021-07-08T11:11:00","modified_gmt":"2021-07-08T10:11:00","slug":"modelo-relacion-clientes","status":"publish","type":"post","link":"https:\/\/mondayhappymonday.com\/en\/modelo-relacion-clientes\/","title":{"rendered":"\u00bfC\u00f3mo redise\u00f1ar los roles de tu organizaci\u00f3n?"},"content":{"rendered":"

La transformaci\u00f3n digital exige a las empresas, entre muchas otras cosas, una manera\u00a0distinta de relacionarse con los clientes<\/a><\/strong>, por lo que los puestos o roles que tienen \u00e9sta como principal funci\u00f3n deber\u00e1n someterse a un profundo proceso de cambio.<\/p>\n

Cuando nos disponemos a abordar este desafiante reto, lo primero que nos cuestionamos es\u00a0c\u00f3mo deber\u00e1n ser pues estos nuevos roles<\/strong>, pero no podemos dar respuesta a esta pregunta si antes no hemos respondido a c\u00f3mo deber\u00e1 ser el nuevo modelo de relaci\u00f3n con los clientes. De ello, suelen encargarse los de Marketing que, si han hecho bien sus deberes, deber\u00e1n haber realizado una\u00a0segmentaci\u00f3n psicogr\u00e1fica<\/strong>\u00a0de dichos clientes.<\/p>\n

Un buen elemento para que RRHH entienda qu\u00e9 va a necesitar el cliente del nuevo rol es hacer un\u00a0buyer persona<\/strong>, que no deja de ser una representaci\u00f3n semi-ficticia del cliente construida a partir su informaci\u00f3n demogr\u00e1fica, comportamiento, necesidades y motivaciones.<\/p>\n

Tras realizar este ejercicio de empat\u00eda, ya estamos en disposici\u00f3n de dibujar el\u00a0customer journey map\u00a0<\/strong>e identificar<\/a> los puntos de contacto o\u00a0touchpoints\u00a0<\/strong>entre cliente y rol de la empresa para conocer c\u00f3mo est\u00e1 viviendo el cliente la experiencia con el rol en cuesti\u00f3n. Este mapa nos servir\u00e1 para empezar a conocer las partes de la relaci\u00f3n cliente-rol que generan mayor valor, as\u00ed como aqu\u00e9llas que no le aportan nada.<\/p>\n

Precisamente es la\u00a0generaci\u00f3n de valor<\/strong>, unos de los aspectos que mayor incertidumbre genera. Y es que ser capaz de saber si lo que va a hacer el nuevo rol va a tener sentido para el cliente es algo muy cr\u00edtico. Hay que ser capaces de conseguir el\u00a0encaje rol-cliente<\/strong>, es decir, identificar nuevas funciones del rol que encajen perfectamente con la necesidad de los clientes.<\/p>\n

En lugar de hacer lo que solemos hacer siempre, que es\u00a0primero dise\u00f1ar algo y luego ver si le puede servir al cliente, esta vez vamos a trabajar al rev\u00e9s: primero vamos a identificar problemas de los clientes que vale la pena que se resuelvan y luego vamos a ver c\u00f3mo el nuevo rol podr\u00eda hacerlo.<\/p><\/blockquote>\n

Para ello, existe una interesante herramienta: el\u00a0value proposition canvas<\/strong>, que se basa en contraponer\u00a0las necesidades de los diferentes segmentos de clientes con la propuesta de valor del rol.<\/p>\n

En primera instancia, identificaremos los problemas de los clientes que valga la pena que el nuevo rol resuelva, por lo que deber\u00edamos ordenar aquello\u00a0<\/em>que necesita resolver el cliente en funci\u00f3n de aspectos tales como la frustraci\u00f3n que le producen, la frecuencia con la que debe resolverlos\u2026etc. Al finalizar, tendremos\u00a0una lista bastante prometedora de lo que\u00a0creemos que son sus principales necesidades. Despu\u00e9s, deberemos hacer un an\u00e1lisis sobre de qu\u00e9 modo el nuevo rol podr\u00eda ayudar al cliente a ser m\u00e1s feliz o encontrarse mejor o a aliviar alguna frustraci\u00f3n.<\/p>\n

Con todo esto, ya podemos empezar a dise\u00f1ar las principales funciones que deber\u00e1 desarrollar el nuevo rol para satisfacer las necesidades que tienen nuestros clientes. Para ello puede serte muy \u00fatil un proceso de\u00a0design thinking o design sprint<\/strong>.<\/p>\n

\u00a1Y despu\u00e9s hay que implementar!<\/strong><\/h3>\n

No puedes quedarte s\u00f3lo en saber c\u00f3mo deber\u00e1 ser el nuevo rol, sino que debes, una vez m\u00e1s, dise\u00f1ar una serie de acciones\u00a0no s\u00f3lo centradas en los clientes, sino tambi\u00e9n en las personas que va a ocupar el nuevo rol<\/strong>\u00a0porque \u00e9ste no va a ser realidad si \u00e9stas se resisten a desarrollar las nuevas funciones.<\/p>\n

Implementar el nuevo rol seguro que implica una larga lista de requisitos\/objetivos (no tareas) que se deber\u00e1n conseguir a lo largo del proceso, unos requisitos\/objetivos que deber\u00e1n ser debidamente priorizados en funci\u00f3n del valor que tiene para el cliente del proyecto conseguirlos y el coste\/esfuerzo\/tiempo que el equipo de implementaci\u00f3n necesitar\u00e1 para conseguir cada requisito\/objetivo. Para ello es importante contar con la figura de un\u00a0product owner<\/strong>, que vendr\u00e1 a ser el representante del nuevo rol dentro del equipo<\/a> de desarrollo. Es su voz.<\/p>\n

\u00c9sta es la receta en 7 pasos<\/h3>\n

En definitiva, si necesitas redise\u00f1ar algunos roles de tu compa\u00f1\u00eda que encajen con las nuevas necesidades de tus clientes:<\/p>\n

1.\u00a0\u00a0\u00a0\u00a0Segmenta<\/strong><\/p>\n

2.\u00a0\u00a0\u00a0\u00a0Empatiza<\/strong><\/p>\n

3.\u00a0\u00a0\u00a0\u00a0Dibuja la experiencia de cliente<\/strong><\/p>\n

4.\u00a0\u00a0\u00a0\u00a0Construye la propuesta de valor<\/strong><\/p>\n

5.\u00a0\u00a0\u00a0\u00a0Dise\u00f1a el nuevo rol<\/strong><\/p>\n

6.\u00a0\u00a0\u00a0\u00a0Dise\u00f1a las acciones para implementarlo<\/strong><\/p>\n

7.\u00a0\u00a0\u00a0\u00a0Implementa \u00e1gilmente<\/strong><\/p>\n

\u00a1Te animo a seguir la “receta” y que me cuentes c\u00f3mo te ha ido!<\/p><\/blockquote>\n

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

La transformaci\u00f3n digital exige a las empresas, entre muchas otras cosas, una manera\u00a0distinta de relacionarse con los clientes, por lo que los puestos o roles que tienen \u00e9sta como principal funci\u00f3n deber\u00e1n someterse a un profundo proceso de cambio. Cuando nos disponemos a abordar este desafiante reto, lo primero que nos cuestionamos es\u00a0c\u00f3mo deber\u00e1n ser […]<\/p>\n","protected":false},"author":2,"featured_media":5951,"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":[42,3],"tags":[323,121,445,446,226,447,397,448,449,112,450,451,452,453],"class_list":["post-5948","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovation","category-work-methodologies","tag-designthinking-en","tag-agile-en","tag-customerexperience-en","tag-customers-en","tag-designsprint-en","tag-digitaltransformation-en","tag-empatia-en","tag-employees-en","tag-employeexperience-en","tag-innovation-en","tag-marketing-en","tag-organisation-en","tag-rrhh-en","tag-usercenterdesign-en"],"yoast_head":"\n\u00bfC\u00f3mo redise\u00f1ar los roles de tu organizaci\u00f3n? - 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\/en\/modelo-relacion-clientes\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfC\u00f3mo redise\u00f1ar los roles de tu organizaci\u00f3n? - Monday Happy Monday\" \/>\n<meta property=\"og:description\" content=\"La transformaci\u00f3n digital exige a las empresas, entre muchas otras cosas, una manera\u00a0distinta de relacionarse con los clientes, por lo que los puestos o roles que tienen \u00e9sta como principal funci\u00f3n deber\u00e1n someterse a un profundo proceso de cambio. 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