3hod\r xq htxlsr frpsurphwlgr frq od fdolgdg

3HOD\RXQ
HTXLSR
FRPSURPHWLGR
FRQODFDOLGDG
(QWRGDVXWUD\HFWRULD3HOD\R0XWXDGH
6HJXURVKDGHPRVWUDGRXQDJUDQVROLGH]\
FDSDFLGDGGHDGDSWDFLyQDORVFDPELRVVHJ~Q
ORVWLHPSRVVDOLHQGRIXHUWHGHVLWXDFLRQHVGH
FULVLVVHFWRULDOGHDQWHULRUHVpSRFDV\
DSR\iQGRVHHQXQ(TXLSRGLQiPLFR
EXVFDQGRLQQRYDFLyQFDSDFLGDGGHVHU
HPSUHQGHGRUHV\VREUHWRGRFRQXQDJUDQ
FHUFDQtD\FRPSURPLVRFRQVXVFOLHQWHV3DUD
FRQRFHUPHMRUHOFDPLQRGHODDWHQFLyQDO
FOLHQWHGHODFRPSDxtDKDEODPRVFRQ0DLWH
)RQW'LUHFWRUDGHO&RQWDFW&HQWHUGH3HOD\R
3HOD\RHVWiDSXQWRGHFXPSOLUDxRVSUHVWDQGRVHUYLFLRVGH
VHJXURV¡&yPRKDVLGRHVWDODUJDWUD\HFWRULDGHDWHQFLyQDO
FOLHQWH"
/DVGHFLVLRQHVTXHVHKDQLGRWRPDQGRHQFXDQWRDODDWHQFLyQDOFOLHQ
WHKDQFRQWHPSODGRODQHFHVLGDGGHDGDSWDUQRVDORTXHSUHILHUDQORV
FOLHQWHV&RQWDPRVFRQJUDQPXOWLFDQDOLGDGSRUPHGLRGHXQFDQDOGL
UHFWRGHPiVGHSXQWRVHQ(VSDxDFDQDOILQDQFLHURFDQDOGHJUDQ
GHVFXHQWDVSRUVXSXHVWRFDQDOPHGLDGRFRQGLYHUVRVFRUUHGRUHVPX\
ILHOHVD3HOD\R\HOFDQDOPiVUHFLHQWHGHVGHHODxRTXHHVHOFD
QDOGHYHQWDDGLVWDQFLD
9XHVWUDDFWLYLGDGPiVLQWHQVDVHSURGXFHTXL]iHQORVDxRV
\FXDQGRVHQRWDXQLQFUHPHQWRGHODDFWLYLGDG
DVHJXUDGRUD\GHODGHPDQGDGHVHU YLFLRVGHORVFOLHQWHV¡'H
TXpPDQHUDKDQLGRORVFOLHQWHVGHPDQGDQGRXQDPD\RU
RIHUWDGHVHUYLFLRHQODV~OWLPDVGpFDGDV"
(QORVDxRVHOVHFWRUDVHJXUDGRUHPSH]DEDDFRQWDUFRQDOJXQDFRP
SDxtDGHGLVWULEXFLyQWHOHIyQLFD\ODVDVHJXUDGRUDVPiVWUDGLFLRQDOHV
40 ContactCenter
j\^lifj
\DYHtDQODDPHQD]DSXHVWRTXHHOSRVLWLYRUHFRUULGRGHODVFRPSDxtDV
GHYHQWDWHOHIyQLFDKDFtDSUHYHUTXHHVWHFDQDOLEDDWRPDUEXHQDSDU
WHGHODFXRWDGHPHUFDGR(QFRQFUHWRHQ3HOD\RVHWRPyODGHFLVLyQ
DILQDOHVGHORVSDUDSRWHQFLDUHVWHFDQDOFRPRDSR\RiJLO\HILFD]D
ORVFOLHQWHVHQFXDQWRDODYHQWDGHSURGXFWRVLQIRUPDFLyQJHQHUDOWR
PDGHSDUWHVGHVLQLHVWURVHWFFRQODFUHDFLyQGHVX&HQWURGH$WHQFLyQ
7HOHIyQLFD
(QVHFRQFUHWyODLPSODQWDFLyQGHYXHVWURFRQWDFW
FHQWHU¡4XpUD]RQHVLPSXOVDURQHVWDGHFLVLyQ"
$VtHVHO&RQWDFW&HQWHUGH3HOD\RFRPRWDOFRPHQ]yVXDFWLYLGDG
HOGtDGHPD\RGHFRQODFUHDFLyQGHOD&RPSDxtD3HOD\R
$VLVWHQFLDDEDUFDQGRWRGDODDFWLYLGDGWHOHIyQLFDFRQORVFOLHQWHVGH
3HOD\RHVGHFLUWDQWRODVJHVWLRQHVWHOHIyQLFDVGHO&$7FRPRWDPELpQ
ODJHVWLyQLQWHJUDOGH$VLVWHQFLDHQ9LDMHTXHKDVWDHQWRQFHVVHSUR
SRUFLRQDEDH[WHUQDPHQWHSRUODFRPSDxtD0XOWLDVLVWHQFLD
/DUD]yQIXQGDPHQWDOSDUDODFUHDFLyQGHHVWDQXHYDFRPSDxtDIXH
SUHFLVDPHQWHPHMRUDUODFDOLGDGGHVHUYLFLRSDUDDODVHJXUDGRDX
PHQWDQGRDGHPiVODVVLQHUJLDVDOJHVWLRQDULQWHJUDOPHQWHWRGRVORV
FRQWDFWRV$FWXDOPHQWHFRQWDPRVFRQXQHTXLSRIRUPDGRSRUSHU
VRQDVJHVWLRQDQGRHQDOUHGHGRUGHPLOORQHVOODPDGDV
/RVFDQDOHVGHDWHQFLyQQRHVWDEDQWDQDFFHVLEOHVFRPR
DKRUD+R\WRGRVGLVSRQHPRVGHXQPyYLO\FDVL\DGHDFFHVR
DLQWHUQHWHQFXDOTXLHUSXQWR¡4XpYHQWDMDVKDUHSRUWDGRDOD
FRPSDxtD\DORVSURSLRVFOLHQWHVHVWRVDYDQFHVHQ
FRPXQLFDFLRQHV"
UiSLGRV\UHVROXWLYRVHQODVJHVWLRQHVSHUVRQDOL]DQGRODVVLWXDFLRQHV
GHORVFOLHQWHVFRQHPSDWtDFRQDFFHVLELOLGDG\IDFLOLGDGGHFRQWDFWRDO
LQWHJUDUHQXQVRORWHOpIRQRWRGDVQXHVWUDVJHVWLRQHVFRQWUDWRVHQFL
OOR\FHUFDQR
¡4XpVHUYLFLRVVHSUHVWDDORVFOLHQWHVGH3HOD\RGHVGHHO
&RQWDFW&HQWHU"
3UHVWDPRVVHUYLFLRVHQWRGRVORVSURFHVRVFRQORVFOLHQWHVWDQWRHQ
YHQWDFRPRHQSRVWYHQWDSRUORTXHLQFOX\HDVHVRUDPLHQWRYHQWD
GHSyOL]DVPiUNHWLQJLQIRUPDFLyQ\JHVWLyQGHFDUWHUDILGHOL]DFLyQ
UHFREURJHVWLyQ3HOD\RFRP\3HOD\RQH[VRSRUWHHQFDQDOILQDQ
FLHUR\JUDQGHVFXHQWDVWRPDGHOSDUWHGHVLQLHVWURV\GHKRJDUDJHQ
GDGHWDOOHUHV\WRGDODDVLVWHQFLDHQYLDMHWDQWRDOYHKtFXORFRPRD
ODVSHUVRQDV
/DVJHVWLRQHVLQPHGLDWDVTXHHVORTXHSHUPLWHXQDOODPDGDWHOHIyQL
FDRDFFHVRDLQWHUQHWQRVDKRUUDQWLHPSRVHUHDOL]DQGHIRUPDFy
PRGDSRUSDUWHGHORVFOLHQWHVVLQGHVSOD]DPLHQWRVQLHOVWUHVVTXHHOOR
LPSOLFDHQJUDQGHVFLXGDGHV,JXDOPHQWHVHSURGXFHQDKRUURVGHFRV
WHVSDUDODVFRPSDxtDVSXHVVHSRWHQFLDQORVFRQWDFWFHQWHUTXHHQWpU
PLQRVDJUHJDGRVVRQPiVHILFLHQWHVTXHXQDSOXUDOLGDGGHRILFLQDVUH
SDUWLGDVSRUFLXGDGHVORFXDOFRQWULEX\HDODPD\RUHILFLHQFLDTXHWRGRV
GHEHPRVSURFXUDUFRQQXHVWURVFOLHQWHV\SRUWDQWRPHMRUDUORVSUHFLRV
SDUDVHUPiVFRPSHWLWLYRVVLQTXHHOORQXQFDYD\DHQGHWULPHQWRGH
ODFDOLGDG
(VWHSURFHVRGHDWHQFLyQDOFOLHQWHVHDPSDUDEDMRXQPRGHOR
SURSLRRULHQWDGRDHVWHVHUYLFLR¡(QTXpFRQVLVWH\FyPR
KDEpLVHYROXFLRQDGRHQJHVWLRQHV\OODPDGDV"
&RQWRGDHVWDH[SHULHQFLDDFXPXODGD¡TXpIDFWRUHVFRQVLGHUD
ODFRPSDxtDFRPRFODYHVHQVXVHUYLFLRGHDWHQFLyQDOFOLHQWH"
³1XHVWUDFODYHFRPRHTXLSRFRQILDUGHOHJDU
FRQWURODURULHQWDUH[LJLUUHFRPSHQVDUDJUDGHFHU
YDORUDUPRWLYDUFRPSDUWLUVLHQGRFHUFDQRV\
FRPSURPHWLGRV´
7RGRHOHTXLSRGHOFRQWDFWFHQWHUFRQVLGHUDPRVTXHODFODYHHVODFDOL
GDGSHUFLELGDSRUHOFOLHQWH\TXHVHWUDGXFHDHVWRVDWULEXWRVTXHWR
GRVLQWHULRUL]DPRVVHUFRPSURPHWLGRVFRPRHTXLSR\FRQORVFOLHQWHV
WUDQVSDUHQWHVHQQXHVWUDFRPXQLFDFLyQFRQFODULGDG\FRQFUHFLyQ
1XHVWURPRGHORHVSDUWLFXODUIOH[LEOH\FDPELDQWHHQWHQGLHQGRTXHKD\
PXFKDVIRUPDVGHFRQFHELUTXHFRPRPRGHORFRQVLJDORVUHVXOWDGRV
HVSHUDGRV+D\GRVSXQWRVGHYLVWDTXHFRQVLGHUDUORTXHVHHVSHUDSRU
SDUWHGH3HOD\R0XWXD\ORTXHVHHVSHUDSRUSDUWHGHORVDVHJXUDGRV
GH3HOD\R
3DUDGDUVROXFLyQDWRGRVORVUHTXHULPLHQWRV\REMHWLYRVQXHVWUD
HVWUDWHJLD\PRGHORFRQVHFXHQWHKDVLGRVDFDUORPHMRUGHWRGDVODV
‘
nº57 septiembre-octubre 2011 41
³(QQXHVWURFRQWUROGHFDOLGDGSHUFLELGDUHDOL]DPRV
GHIRUPDPHQVXDOVHJXLPLHQWRPHGLDQWHHQFXHVWDV
GHOtQGLFHGHVDWLVIDFFLyQGHORVFOLHQWHV´
SRVLELOLGDGHV\VLWXDFLRQHVTXHHVWRVDxRVQRVKDQDSRUWDGRFRQVLGH
UDQGRTXHORVYRO~PHQHVGHOODPDGDV\JHVWLRQHVVHKDQPXOWLSOLFDGR
SRUPiVGHXQ\ODVDWLVIDFFLyQGHORVDVHJXUDGRVVHFRQVLJXHDO
VHJ~QODVHQFXHVWDV
(OPRGHORFRPHQ]yHQHODxREXVFDQGRODSROLYDOHQFLDWRWDO
GHORVRSHUDGRUHVHQWRGRVORVVHUYLFLRVSDVDPRVHQDODHVSH
FLDOL]DFLyQGHFLHUWRVVHUYLFLRVHVWUDWpJLFRVFRPR$VHVRUDPLHQWR&R
PHUFLDO$VLVWHQFLDHQ9LDMHHQIXQFLyQGHWLSRORJtDGHVHUYLFLRVHQWUH
RWURV(QFRPHQ]DPRVHQ%XHQRV$LUHVQXHVWUDDQGDGXUDHQ
2IIVKRUHSDUDVHUYLFLRVVHQFLOORVGHLQIRUPDFLyQJHQHUDODXQTXHDKR
UDKHPRVFDPELDGRD%RJRWi(QUHIRU]DPRVODDWHQFLyQGHORVVHU
YLFLRVPiVWURQFDOHV\GHDWHQFLyQ[FRQXQQXHYRFRQWDFWFHQ
WHUTXHDEULPRVHQÇYLODGHIRUPDTXHMXQWRFRQHOGH0DGULGDFWXDPRV
LQGLVWLQWDPHQWHHQORVVHUYLFLRVIDFLOLWDGRVDORVFOLHQWHV
3DUDXQDDWHQFLyQHILFD]GHHVWDVOODPDGDV3HOD\RFXHQWDFRQ
PiVGHDJHQWHV¡&XiOHVVRQODVFODYHVHQODJHVWLyQGH
XQEXHQHTXLSRKXPDQR"
1XHVWUDFODYHQRHVRWUDTXHWRGRVQRVVLQWDPRVXQYHUGDGHURHTXLSR
6LQGXGDFRQILDUGHOHJDUFRQWURODURULHQWDUH[LJLUUHFRPSHQVDUDJUD
GHFHUYDORUDUPRWLYDUFRPSDUWLUVLHQGRFHUFDQRV\FRPSURPHWLGRV
QRVKDFHDWRGRVVHUFUHtEOHVSRUQXHVWURV(TXLSRVSXHVWRGRVGHSHQ
GHPRVGHWRGRV
¡4XpHVIXHU]RVUHDOL]DODFRPSDxtDHQPDWHULDGHIRUPDFLyQ\
PRWLYDFLyQ"
1XHVWURVRSHUDGRUHVUHFLEHQWUHVWLSRVGHIRUPDFLyQXQDLQLFLDO\Ei
VLFDXQWHVWGHHYROXFLyQLQGLYLGXDO\GHHTXLSR\XQDFRQVWDQWHVREUH
QRYHGDGHV
$GHPiVHQODLQWUDQHWFRUSRUDWLYDVHHQFXHQWUDWRGDODLQIRUPD
FLyQUHODFLRQDGDFRQFDGDVHUYLFLRSDUDODQHFHVLGDGLQPHGLDWDGHFR
QRFLPLHQWRSRUSDUWHGHORSHUDGRUUHFRJLHQGRPDQXDOHVSURFHGLPLHQWRV
\RSHUDWLYDVDVtFRPRQRYHGDGHVSURPRFLRQHV\WRGDODLQIRUPDFLyQ
QHFHVDULDSDUDHVWDUFRRUGLQDGRVHQQXHVWUDVWUHVSODWDIRUPDV
¡&yPRVHSODQWHDYXHVWURPRGHORGHFDOLGDG"¡4XpSXQWRVVRQ
FODYHHQFDOLGDGGHDWHQFLyQDXQDVHJXUDGR"
7DQWRHQSURFHVRV9HQWDFRPRHQ3RVWYHQWDWHQHPRVXQPRGHORGHWUD
WRDOFOLHQWHEDVDGRHQORVDWULEXWRVGHFDOLGDG
(QQXHVWURFRQWUROGHFDOLGDGSHUFLELGDUHDOL]DPRVGHIRUPDPHQ
VXDOVHJXLPLHQWRPHGLDQWHHQFXHVWDVGHOtQGLFHGHVDWLVIDFFLyQGHORV
FOLHQWHV/RVUHVXOWDGRVGHODxRKDQVLGRPX\SRVLWLYRVGDGRTXH
FOLHQWHVHQFXHVWDGRVKDQFRQILUPDGRHQHOGHORVFDVRV
XQDFRUUHFWDDWHQFLyQSRUSDUWHGHORSHUDGRU\HQXQXQDYDORUD
FLyQSRVLWLYDGHOVHUYLFLRWHOHIyQLFR
42 ContactCenter
6REUHHVWHDVXQWR¡TXpSDXWDVGHPHGLGDVGHFDOLGDG
GHVDUUROOiLVHQ3HOD\R"
3DUDHODVHJXUDPLHQWRGHHVWH0RGHORGHVGHHOÇUHDGH&DOLGDGGH
FRQWDFWFHQWHUHVSHFLDOL]DGRHQODVÇUHDVGH9HQWD\3RVWYHQWDHQIXQ
FLyQDO3ODQDQXDOGH&DOLGDGVHGHVSOLHJDQGLYHUVRVSURFHVRV\SD
ODQFDVFRQXQGREOHREMHWLYR&RQWUROGH&DOLGDGDQLYHOGHYLJLODQFLD
\UHVROXFLyQ\'HVDUUROORGH&DOLGDGLGHQWLILFDFLyQDFFLRQHVSURDFWL
YDVGHGHVDUUROORGHOPHMRUVHUYLFLRDOFOLHQWH
(QFXDQWRDODVOtQHDVHQTXHEDVDPRVQXHVWURFRQWUROGH&DOLGDG
2IUHFLGD\3HUFLELGDGHVWDFDUtDTXHODSULPHUDVHUHVXPHHQDFFLRQHV
FRQWURODGDVWDQWRDQLYHODJUHJDGRFRPRLQGLYLGXDOGHFDGDDJHQWHPH
GLDQWHHOVHJXLPLHQWRSHUVRQDOGHFDGDOLEURGHORSHUDGRUWUDWDGRHQ
ODVUHXQLRQHVGHGHVDUUROORPHQVXDOHVFRPR,QGLFDGRUHVGH*HVWLyQ
0RQLWRUL]DFLRQHVGHOODPDGDV(VWXGLRGHTXHMDV\UHFODPDFLRQHVR'L
QiPLFDVGHOFDVR/D&DOLGDG3HUFLELGDPHGLDQWHHQFXHVWDVPHQVXD
OHVGHVDWLVIDFFLyQGHOFOLHQWH
¡+DFLDGyQGHVHGLULJHQYXHVWURVSDVRVHQLQQRYDFLyQ"
%XVFDPRVVHJXLUDYDQ]DQGRHQODPD\RULQWHJUDFLyQGHOFRQRFLPLHQ
WRGHO&OLHQWHGHVGHHOFRQWDFWFHQWHUKDFLDODVGHFLVLRQHVGHQHJRFLR
GHIRUPDTXHWRGDODLQIRUPDFLyQTXHYDPRVREWHQLHQGRQRVIDFLOLWH
PHMRUDUODFRRUGLQDFLyQGHFDQDOHVGHGLVWULEXFLyQ\HQ~OWLPDLQVWDQ
FLDTXHHOQHJRFLRDJUHJDGRVHHQWLHQGDFRQHQIRTXHFOLHQWHSDUDOR
JUDUPD\RUILGHOL]DFLyQGHQXHVWUDFDUWHUD\QXHYDVRSRUWXQLGDGHVGH
QHJRFLR
3ODQWHDQGRDOJXQRVSUR\HFWRVGHIXWXURYDLVDFRQWDUHQ
EUHYHFRQODLGHQWLILFDFLyQDXWRPiWLFDGHOFOLHQWHDWUDYpVGHO
JHVWRUGHFRQWDFWRV¡(QTXpFRQVLVWHHVWHVLVWHPD"
<DORWHQHPRVLQVWDODGR\HQSOHQRUHQGLPLHQWR3HUPLWHHQFDGDOOD
PDGDDORVRSHUDGRUHVOD,GHQWLILFDFLyQGHOFOLHQWH&RQVXOWDGHFRQ
WDFWRVDQWHULRUHVXQLGRDO5HJLVWURGHOFRQWDFWRDFWXDO
(VWDPRVDOLQLFLRGHXQQXHYRFXUVR\DOILQDOGHXQDxR
PRPHQWRGHKDFHUEDODQFH\SODQWHDUQXHYRVUHWRV¡4XpKD
VLJQLILFDGRSDUDYXHVWURFRQWDFWFHQWHU\TXpHVSHUiLV
GHOSUy[LPRDxR"
$PERVPRPHQWRVGHEHQFRQVLGHUDUVHHQGRVHQIRTXHVORTXHDSRUWD
PRV\ORTXHUHFLELPRV<DSRVWDPRVHQHOSUHVHQWHSDUDVHJXLUVLHQ
GRHQHOIXWXURXQJUDQFHQWURGHQHJRFLR\DWHQFLyQDORVFOLHQWHV
FRQYRFDFLyQGHVHUYLFLR
(QKHPRVVHJXLGRDSRVWDQGRHQPHMRUDVLQWHUQDVGHRU
JDQL]DFLyQGH(TXLSRVDQWHQXHYRVVHUYLFLRVKHPRVDYDQ]DGR
HQODOtQHDGHOFRQRFLPLHQWRGHOFOLHQWHFRQHO*HVWRUGH&RQWDF
WRVKHPRVFUHFLGRHQUHFRQRFLPLHQWRSRUODVDFFLRQHVHQ,QWH
JUDFLyQGH3HUVRQDVFRQ'LVFDSDFLGDGSRUVHUQXHVWUDHQWLGDGXQD
&RPSDxtD³$ELOLW\´HQWUHODVH[LVWHQWHVGH(VSDxDILQDOLVWDVGH
ORV3UHPLRV7HOHIyQLFD$ELOLW\$ZDUGV\VHJXLPRVDYDQ]DQGRHQ
IDFLOLWDUODDFFHVLELOLGDGWDPELpQDPSOLDQGRHOFRQWDFWRGHORVFOLHQ
WHVFRQHOFRQWDFWFHQWHUPHGLDQWHXQQXHYRVHUYLFLRSDUDSHUVR
QDVFRQGLVFDSDFLGDGDXGLWLYD\RGHOKDEODPHGLDQWHXQVLVWHPD
GH606PX\VHQFLOOR\DFFHVLEOHcc