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Art for Unicorns

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¿Qué soluciones se deben crear para consolidar la estrategia de Customer Centricity y ampliar el plan de detractores desde el área de Mercadeo hacia toda la compañía en el 2014?

Objetivos: 1. Buscar estrategias de concientización interna sobre la estrategia global Customer Centricity. 2. Crear mecanismos de estandarización y control de los procesos actuales. 3. Retomar los procesos de Customer Centricity que se dejaron de medir 4. Ampliar el plan de detractores aplicables para así prestar y mejorar el servicio.

Marco Conceptual.
NPS: net promotor score es un indicador que mide el grado de recomendación de los clientes frente a Metlife con sus colegas y amigos. Se realiza semanalmente, mediante la gestión de un Call Center teniendo en cuenta las bases de datos generadas por cada dependencia, La meta que se tiene en MetLife es que en primera instancia el NPS arroje un resultado positivo y que cada vez que se mida se vea un incremento en el mismo.

Promotores: aquellos clientes que en la encuesta del NPS se encuentran dentro del rango de 9 a 10, lo que significa que son clientes que recomendarían a METLIFE en un alto grado a su círculo de conocidos (Polo, ¿Que es el NPS?, 2013). Detractores: aquellos clientes que en la encuesta del NPS se encuentran dentro del rango de 0 a 6, lo que significa que son clientes que no recomendarían a METLIFE a su círculo de conocidos. (Polo, ¿Que es el NPS?, 2013).

Estandarización: es la formulación, publicación e implementación de los lineamientos, reglas y especificaciones utilizadas para un uso común y repetido, con miras a alcanzar un grado más alto de uniformidad en un contexto, campo o disciplina dado (Johnson, Scholes, & Whittington, 2008).

Estrategia: es la dirección y el alcance de una organización a través del largo plazo, que a través de la configuración de recursos y competencias culmina en la obtención de ventajas en un ambiente cambiante basado en las expectativas de sus grupos de interés (Johnson, Scholes, & Whittington, 2008).

Control: incluye todas aquellas actividades que tienen como objetivo asegurar que las operaciones actuales sigan el rumbo planeado, aquel responsable del control puede mirar el rendimiento de los procesos por medio de evaluaciones de desempeño. El control involucra cuatro etapas básicas que son (Johnson, Scholes, & Whittington, 2008).
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Broker: compañías que tiene un portafolio de seguros de varias empresas, estas compañías también se les denominan Corredoras. Un ejemplo podemos encontrar Willys de Colombia, Aon, etc, estas compañías son muy importantes para MetLife ya que ofrecen y promocionan nuestros productos.

Anexo 1.

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