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Nordstrom

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Caso Nordstrom: ¿Disensión en las filas?

Es importante partir señalando que la estrategia de Nordstrom está basada en una atención al cliente totalmente superior en donde prácticamente no existen barreras para los vendedores con tal que los clientes se fueran satisfechos del local. Esto era la base de la ventaja que poseía Nordstrom en relación a su competencia y que le había permitido lograr un constante crecimiento por varios años.
A pesar de que sus sistemas de evaluación e incentivos parecieron resultar por largos años y lograr los resultados que se querían, estos sistemas albergaban problemas críticos que tarde o temprano harían explotar el sistema.
Todo a fin de cuenta estaba basado en el nivel de ventas por horas y no en el nivel de satisfacción de los clientes que derivara luego en buenas ventas y resultados. El incentivo a mejorar el VPH eran incentivos de alto poder extrínseco. Esto último traía problemas ya que sobre enfocaban a los empleados a conseguir los índices sin importar muchas otras cosas. Si bien el sistema podía hacer que los resultados fueran mejor, estos resultados no eran la consecuencia de un sistema de incentivosque motivara a los empleados a entregar un mejor servicio sino que sólo regirse bajo el VPH.
Además el sistema de evaluación (VPH) no era individualizado sino que era relativo a los otros empleados, creando niveles de competencia altísimos cosa que si bien podía mejorar la productividad era a costa de muchas otras cosas. Aquí es donde es necesario que exista el debido control para evitar el “sharking” por ejemplo, ya que si la recompensa es alta y baja la probabilidad de que se me descubran puedo decidir actuar de manera desleal. Respaldado además de indicadores correctos, que incluyan desempeño en relación a la atención al cliente por ejemplo creando un balance scorecard o algo parecido.
Al complementar con la selección de personal con los valores que se quieren imponer en la empresa y la capacitación necesaria para evitar distorsiones es posible alinear los intereses de la empresa con incentivos e intereses de los empleados haciendo que estos últimos al mejorar su productividad no sólo sea la empresa la que se quede con el fruto de mejores resultados sino que parte vaya a los empleados haciendo que también se sientan parte importante de la empresa.

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