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Una de las frustraciones m\u00e1s recurrentes que me he encontrado en mi devenir profesional, entre quienes dirigen procesos de gesti\u00f3n humana, es el nivel de compromiso de los colaboradores, en particular quienes tienen responsabilidad de atenci\u00f3n o servicio al cliente final o consumidor. Tal condici\u00f3n se produce porque con frecuencia no se obtienen los resultados esperados o se presentan quejas de clientes o l\u00edderes de los procesos, y se fundamenta principalmente en el hecho de que se hacen rigurosos procesos de selecci\u00f3n, se invierte en capacitaci\u00f3n, se ofrecen incentivos, pero en el momento de verdad, es la decisi\u00f3n aut\u00f3noma del prestador de servicios la que prima en la experiencia generada hacia el cliente.\u00a0<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1″ _builder_version=\u00bb4.6.5″ _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb4px|||||\u00bb box_shadow_style=\u00bbpreset4″ box_shadow_horizontal=\u00bb400px\u00bb box_shadow_vertical=\u00bb0px\u00bb box_shadow_color=\u00bb#f96f25″][et_pb_row _builder_version=\u00bb4.5.6″ _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb13px|||||\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.5.6″ _module_preset=\u00bbdefault\u00bb][et_pb_text _builder_version=\u00bb4.5.6″ _module_preset=\u00bbdefault\u00bb text_font=\u00bbPoppins|300|||||||\u00bb text_font_size=\u00bb20px\u00bb text_line_height=\u00bb1.3em\u00bb link_font=\u00bbPoppins|500|||||||\u00bb link_text_color=\u00bb#f95b07″ header_font=\u00bb||||||||\u00bb header_2_font=\u00bbWork Sans|700|||||||\u00bb header_2_font_size=\u00bb25px\u00bb header_2_line_height=\u00bb1.5em\u00bb max_width=\u00bb90%\u00bb max_width_tablet=\u00bb\u00bb max_width_phone=\u00bb\u00bb max_width_last_edited=\u00bbon|tablet\u00bb module_alignment=\u00bbcenter\u00bb custom_margin=\u00bb0px|||||\u00bb header_2_font_size_tablet=\u00bb30px\u00bb header_2_font_size_phone=\u00bb15px\u00bb header_2_font_size_last_edited=\u00bbon|desktop\u00bb]<\/p>\n El equipo de capacitadores con el que he trabajado por varios a\u00f1os sent\u00eda en ocasiones la misma frustraci\u00f3n, lo cual nos llev\u00f3 a ser m\u00e1s anal\u00edticos en nuestra consultor\u00eda, en revisar todas las variables, en cambiar la estrategia y adoptar controles, por supuesto siempre contando con el compromiso de las empresas.<\/span><\/p>\n Un modelo que nos ha ofrecido mejores resultados, y que emplea muchas de las t\u00e9cnicas tradicionales de gesti\u00f3n, tales como los sistemas de compensaci\u00f3n y la capacitaci\u00f3n, tiene su diferencia en la concepci\u00f3n te\u00f3rica de la motivaci\u00f3n, y espec\u00edficamente en conseguir que sea la motivaci\u00f3n intr\u00ednseca la que promueva la decisi\u00f3n de actuar comprometidamente al colaborador, sin ning\u00fan tipo de contingencia externa, logrando que el propio incentivo sea la realizaci\u00f3n de la conducta, tal como lo plantea el postulado te\u00f3rico.<\/span><\/p>\n Por supuesto que no quiere decir esto que se renuncie al establecimiento de incentivos, pero s\u00ed es advertir que esta t\u00e9cnica debe ser complementaria, y no el centro mismo de una estrategia de servicio al cliente. Conseguir que los colaboradores de niveles medios y operativos con responsabilidad de atenci\u00f3n al cliente modifiquen la justificaci\u00f3n de su ocupaci\u00f3n no es f\u00e1cil; conseguir que en lugar de que expresen que trabajan \u201cporque toca\u201d, \u201cpor necesidad\u201d o \u201cpor ganar un salario\u201d (as\u00ed sea cierto), empleen sincera y racionalmente expresiones tales como \u201cpor crecer como persona\u201d o \u201cpor desarrollar mi proyecto de vida personal\u201d, es comenzar a interpretar el factor de la motivaci\u00f3n intr\u00ednseca, como el que rige las decisiones de la conducta que se expresa ante un cliente. Y dec\u00eda que se logra empleando las t\u00e9cnicas habituales, pero complementariamente acompa\u00f1adas de dos herramientas, a saber: Campa\u00f1as y Ambientes. Estas dos herramientas tienen el objetivo de servir de control del proceso. Las Campa\u00f1as tienen la caracter\u00edstica de circunscribir un espacio temporal, y con buenos procesos de endomarketing pueden ser inspiradoras de las conductas esperadas; los Ambientes tienen la caracter\u00edstica de circunscribir un espacio f\u00edsico, con el mismo efecto esperado.<\/span><\/p>\n El control del proceso sin embargo, para mejorar la probabilidad de \u00e9xito del mismo, debe ir m\u00e1s all\u00e1 de las iniciativas de gesti\u00f3n humana y de las expectativas de los procesos comerciales y de atenci\u00f3n al cliente. Un elemento crucial del control debe estar dado por el Modelamiento ofrecido por los l\u00edderes de los colaboradores, desde una premisa elemental: no se puede esperar lo que no se da. Un segundo elemento de control es el Reconocimiento (diferente al incentivo), y que debe orientarse hacia la valoraci\u00f3n expl\u00edcita y p\u00fablica de las conductas deseables obtenidas. Y un factor de magnitud m\u00e1s estrat\u00e9gica, es la orientaci\u00f3n de la empresa hacia la diferenciaci\u00f3n por servicio, asumiendo compromisos frente a su cliente externo a trav\u00e9s de la publicidad, por ejemplo.<\/span><\/p>\n