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ON Soluciones € Número 71 - Diciembre 2016 - 14 Call & Contact Centers / Customer Engagement / BPO by ON Soluciones renueva su imagen como expertos Santiago Muñoz-Chápulí socio fundador en la construcción de experiencias de ON Soluciones generadas desde el contact center. María José Peraza socia de ON Soluciones En positivo Enred@dos Hoy hablamos con... Caso de éxito Analizamos el mapa Responsables Charlamos con José En Schibsted Spain, desde del viaje del cliente de Hawkers nos Miguel Zarco, KAM- el área recién inaugurada como herramienta cuentan su estrategia Ventas Microempresas de “Customer Experience que ayuda a dar para lograr tener en Vodafone España Management” han valor a los momentos legiones de clientes sobre su trayectoria incorporado la voz del de la verdad. fans. profesional. cliente en la organización. / P.10 / P.44 / P.56 / P.70 Nº 71 ODiciembre 2016 ORelación Cliente Magazine ENE CASO DE ÉXITO 20 REPSOL PORTADAP PROTAGONISTA 22 Arvato 6 EN PRIMERA LÍNEA DE FUEGO ONO SOLUCIONES 24 Teletrabajo La empresa busca posicio- narna una imagen renovada 34 CONSULTORIO TECNOLÓGICO en la que se presenta como constructoraco de experiencias CASO DE ÉXITO desdede los CRCs. 36 Zardoya Otis EN IMÁGENES EN POSITIVO 40 EDP ENRED@DOS 44 Hawkers 10 EN 800 PALABRAS EL VIAJE DEL CLIENTE Distintas experiencias permiten 48 Nuance conocer las posibilidades de esta herramienta en las organizaciones. 50 EXPO RELACIÓN CLIENTE HOY HABLAMOS CON... 56 José Miguel Zarco, KAM - Ventas CASO DE ÉXITO Microempresas en Vodafone España QUÉ ESTÁ PASANDO 70 64 Sound Masking 68 VoIP2DAY 2016 SCHIBSTED SPAIN Los responsables de la 65 BLOG DE TRANSCOM compañía cuentan cómo han logrado incorporar en sus procesos la voz 66 LA VISIÓN DEL BLOGUERO del cliente. 74 LA VISIÓN DE LA AEERC CASO DE ÉXITO 75 Banco Galicia 76 RELACIONES DIGITALES QUE BUSCAN LOS CLIENTES 78 EN CONSTANTE EVOLUCIÓN 80 SABÍAS QUE... 82 EL ESTADO DE LA CUESTIÓN EN IMÁGENES Relación Cliente Magazine MADISON es una publicación de IFAES. C/ Orense, 70, planta 11ª La compañía nos abre las puertas de la nueva 28020 Madrid. 60 plataforma que acaba de inaugurar en Madrid. Tel: 902 902 282 www.ifaes.com Sumario Relación ([email protected]) 3 carta del editor en este numero destacamos: La compañía cuenta en su plataforma con agentes pág. “Cloopers”. 44¬ pág. Estos actúan en 39¬ los momentos en Cómo interiorizar la voz del los que los clientes En Hawkers más de un En Twitter, las muestran su cliente en las organizaciones RELACIÓN insatisfacción. CLIENTE marcas responden 90% de la MAGAZINE adquisición de iguiendo la tónica del número anterior, es una publicación ¬ a un 20,14% más clientes llega en el que desde Liberty Seguros nos ex- que edita IFAES, a través de las Orense, 70, planta de interacciones plicaban cómo han incorporado a su 11. 28020 Madrid. redes sociales. S que en 2015, estrategia empresarial una visión 360º del Tel: 902 902 282 pág. pág. y en Facebook, 40 cliente, en esta ocasión son los responsables Director y Editor de 20¬ Relación Cliente de Schibsted Spain, que agrupa las marcas a un 12,10% más. Magazine: Laurent Fotocasa, Vibbo, coches.net, InfoJobs y Mi- Etcheverry “En este punto lanuncios, quienes nos cuentan cómo están del viaje del incorporando la voz del cliente en su estrate- pág. cliente, participan 82¬ gia. Uno de los pasos más relevantes en este 228 agentes sentido, lo dieron en el pasado mes de enero, que gestionan Los 5 primeros cuando la compañía habilitó una nueva área un total de operadores 325.000 contactos dentro del departamento de Atención al Clien- Eln algunos sites de del mercado Dirección Comercial: mensuales”. te a la que denominan “Customer Experience Schibsted Spain, las de call centers Mario Moraga Management” (CEM). Desde la misma se es- visitas a través de en España, dispositivos móviles alcanzaron en tán gestionando proyectos como el Customer alcanzan un porcentaje 2015 una cuota de Experience Training Program (CEX), cuyo ob- mercado conjunta jetivo principal es identificar los motivos por del 88% los que contactan los clientes y, junto a los de- del 46,5% “Tendremos que ¬ partamentos de Producto y Desarrollo, poder Coordinación esperar todavía implementar mejoras que solucionen dichas de Contenidos necesidades, reduzcan el número de contactos y Redacción: unos cuantos Manuela Vázquez años hasta que pág. 70 n e incrementen el NPS. Con iniciativas de este tipo se pone de ma- Colaboradores: un agente robot nifiesto la importancia que están tomando los Javier Sirvent Edición: virtual decida “El teletrabajo ú contact centers en las organizaciones para lide- María Álvarez aniquilar el pla- me brinda una rar proyecto de mejora que repercutan en toda m la organización al poner en marcha los meca- neta o conseguir oportunidad el solito darse de nismos necesarios para conocer y transmitir única de ser e la voz del cliente, recogida en cada punto de baja del ADSL”. algo más que contacto que este tiene con la empresa. r Es en lo que muchas grandes empresas tra- un pobre Dirección de Arte: bajan a través de una herramienta metodoló- Beatriz Rico ¬ descapacitado o gica de gran valor como es el mapa del viaje del de Casso en una silla cliente, o customer journey map, tema al que Fotos: Archivo de ruedas, dedicamos un amplio reportaje en este nú- Fotomecánica e pág.66 impresión: Naturprint metido en mero. Muchos de los expertos, que participan casa y medio en nuestro reportaje, ven en ella una valiosa Deposito Legal: herramienta para medir la voz del cliente, por M-20613-1999 depresivo”. www.ifaes.com 7 incluir análisis de percepciones y emociones, y [email protected] determinar los momentos de la verdad. ¬ Laurent Etcheverry Director y editor de Relación Cliente Magazine Relación pág. 46 1 4 www.nuance.es/go/CEX Soluciones de servicio al cliente 420 millones HHaacemos posibible lla trannscripcic ón del 9999% ded laass lllamam das de lolos clclientes. Faacillittanddo su análisis s para la tot mma de ded cicisisiononess efificciennttes. Tus servicios comienzan cuando analizas la voz de tus clientes. Visite nuestra web www.nuance.es/go/CEX para más información sobre Nuance Transcripción Engine. * Número de palabras estimadas al día en un Centro de Contacto de 1.000 posiciones EN PORTADA MARÍA JOSÉ PERAZA, y SANTIAGO MUÑOZ-CHÁPULI socios de ON Soluciones. SOLUCIONES Expertos en operaciones DATOS CORPORATIVOS Año de fundación: 2008 Número de empleados: 25 Sedes: Madrid, Barcelona y Sevilla. Sectores de actividad: Administración pública, Salud, Seguros, Líneas aéreas, Auto- moción, Turismo y Distribución entre otros. “NOS CONSIDERAMOS MÁS ARQUITECTOS Formación ON Soluciones, tras su lanzamiento en 2008, se posi- Diagnóstico Workforce ciona como la compañía consultora líder en el diseño, de Operaciones Management construcción, evaluación y mejora de operaciones Integración Gestión de Soluciones de clientes. Este año han dado un nuevo impulso a del Conocimiento y Sistemas su imagen corporativa, su porfolio de servicios y su Porfolio enfoque al mercado. Desde sus sedes de Madrid, Bar- Revenue Procesos celona y Sevilla da servicio, entre otras, a compañías Assurance de licitación del Ibex35, como Cellnex Telecom, Meliá Hotels In- Apoyo Control ternational, Iberia o Mediaset. Hoy hablamos con sus en logística de Gestión domiciliaria responsables para conocer más en detalle su actual Performance estrategia en el mercado y sus planes de futuro. Management antiago Muñoz-Chápuli y “Un arquitecto es el que diseña ción, es una fábrica de experien- no solo se construye en los cen- María José Peraza, socios un edificio en función de las espe- cias, el lugar donde las compañías tros de contacto. “Efectivamente, S de ON Soluciones, en el cificaciones y gustos de su cliente. construyen las relaciones con sus (menciona Santiago Muñoz-Chá- encuentro que hemos manteni- Nosotros visualizamos que una clientes, que en gran cantidad de puli). La entrega de un paquete, do con ellos dejan claro que se operación de clientes es un edifi- ocasiones supone la existencia de la instalación de una alarma o la sienten casi más arquitectos que cio en sí mismo, con toda su com- un contact center”, añade. atención en una ventanilla for- consultores, y exponen sus razo- plejidad”, menciona María José ON Soluciones visualiza, en man parte de la experiencia inte- nes para ello. Peraza. “Ese edificio, esa opera- cualquier caso, que la experiencia gral del cliente”. 6 SANTIAGO MUÑOZ-CHÁPULI Y MARÍA JOSÉ PERAZA, socios de ON Soluciones Relación Cliente: Relanzar cliente tiene un problema y administración pública? una marca supone un nuevo no nos vamos hasta dejarlo Santiago Muñoz-Chápuli: posicionamiento, ¿cómo ha- solucionado, de una manera Efectivamente. La admi- béis seguido este proceso? práctica, sencilla y eficaz. nistración también está María José Peraza: Los ele- Por último, reforzamos sometida a un proceso mentos que queremos re- nuestro posicionamien- importantísimo de trans- forzar a través de la imagen to como expertos. No formación y acercamiento “Estamos centrados en empresas que ofrecen servicios, que fabrican experiencias, en un amplio espectro de sectores” corporativa y los elementos solamente ayudamos a los al ciudadano. Veremos una de nuestras soluciones. nes y estrategias de futuro de comunicación son muy clientes, sino que alimen- gran revolución en aspectos Trabajamos con empresas tenéis? claros: Nos centramos en el tamos diariamente nuestro de atención al ciudadano del Ibex 35 como Iberia, María José Peraza: Por un cliente, no solo como orga- conocimiento y nuestras cuando los proyectos de las Cellnex Telecom, Meliá lado, seguimos en la línea nización o empresa a la que metodologías, en un afán “smart cities” se conviertan Hotels International o Me- que nos ha funcionado: hay que ayudar, sino como constante de innovación y en realidades. Somos partí- diaset. Entre otros, en el centrarnos en el diseño y persona, directivo que tiene superación.
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