{"id":9916,"date":"2016-12-15T09:18:56","date_gmt":"2016-12-15T12:18:56","guid":{"rendered":"http:\/\/www.amchamchile.cl\/?p=149378"},"modified":"2016-12-15T09:18:56","modified_gmt":"2016-12-15T12:18:56","slug":"servicios-en-chile-aun-una-tarea-pendiente","status":"publish","type":"news","link":"https:\/\/amchamchile.cl\/en\/noticia\/servicios-en-chile-aun-una-tarea-pendiente\/","title":{"rendered":"[:es]Servicios en Chile, a\u00fan una tarea pendiente[:en]Service in Chile; still a pending task[:]"},"content":{"rendered":"

[:es]Per\u00fa, Argentina y Colombia son algunos de los pa\u00edses de la regi\u00f3n a los que est\u00e1 mirando Chile para mejorar la calidad de su atenci\u00f3n. \u00bfQu\u00e9 falta? Mayor profesionalizaci\u00f3n, capacitaci\u00f3n e imitar buenas pr\u00e1cticas.<\/em><\/p>\n

Por Alejandra Aguirre M.<\/strong><\/p>\n

En los \u00faltimos diez a\u00f1os, la calidad de los servicios en Chile ha avanzado. Hoy existen m\u00e1s profesionales en el \u00e1rea y los est\u00e1ndares en diversos rubros de la econom\u00eda han variado, conforme a los cambios que trajo la globalizaci\u00f3n: nuevas tendencias de consumo asociadas a la multicanalidad y mayor exigencia de los clientes en los procesos de desarrollo \u00a0y entrega de productos, entre otros factores.<\/p>\n

Si bien se ha avanzado, hace falta dar un paso m\u00e1s all\u00e1.\u00a0 A juicio de los expertos, los desaf\u00edos est\u00e1n principalmente en aquellas interacciones directas, donde se evidencia la \u201cbuena\u201d o \u201cmala\u201d atenci\u00f3n en el servicio al cliente, en sectores como el retail<\/em>, restaurantes, hoteler\u00eda y turismo, telecomunicaciones, transporte y en otras \u00e1reas m\u00e1s especializadas como salud y banca.<\/p>\n

Si bien, los actores del rubro concuerdan en que las deficiencias radican, sobre todo, en la falta de capacitaci\u00f3n y profesionalizaci\u00f3n de algunos oficios -que permitan entregar un servicio est\u00e1ndar- y ausencia de perspectiva profesional, tambi\u00e9n plantean que hay factores culturales, como la escasa valoraci\u00f3n y estatus social y otros econ\u00f3micos, por sus bajos sueldos.<\/p>\n

\u201cEn Chile, los trabajos en torno a los servicios se consideran de menor estatus social y mal pagados, mientras que en el primer mundo est\u00e1n excelentemente reconocidos, bien remunerados y profesionalizados. Tenemos un mercado del trabajo muy complejo, con bajos sueldos, precarios niveles de satisfacci\u00f3n, con personas que trabajan en aquello que no les gusta y eso repercute, por supuesto, en c\u00f3mo atienden\u201d, sostiene Marta Lagos, directora de Latinobar\u00f3metro y de la consultora \u00a0Market\u00a0 & Opinion Research International (MORI).<\/p>\n

George Lever, gerente de estudios de la C\u00e1mara de Comercio de Santiago (CCS), comenta que Chile ofrece una variedad de servicios en condiciones de competencia y calidad y, cuenta con reconocimiento internacional en \u00e1reas como la ingenier\u00eda para la miner\u00eda, la construcci\u00f3n antis\u00edsmica y la inform\u00e1tica, adem\u00e1s de otras del campo creativo como la producci\u00f3n audiovisual, videojuegos y dise\u00f1o. En tanto, las debilidades se presentan por la limitada mano de obra calificada en sectores como las Tecnolog\u00edas de la Informaci\u00f3n y la Comunicaci\u00f3n (TIC), el escaso dominio de ingl\u00e9s y la falta de asociatividad entre las empresas para escalar a los mercados internacionales.<\/p>\n

Respecto a las diferencias que hay entre un trabajador que se desempe\u00f1a en el sector de servicios en Chile y otro de la regi\u00f3n, el ejecutivo se\u00f1ala que hay distancias en las remuneraciones tanto en las \u00e1reas de mayor especializaci\u00f3n (ingenier\u00eda y TICs), como en otras m\u00e1s b\u00e1sicas (call centers).<\/p>\n

Es el caso de Colombia y Per\u00fa, que presentan sueldos comparativamente m\u00e1s bajos que Chile. Sin embargo, si se realiza el mismo ejercicio con pa\u00edses desarrollados como Estados Unidos y de Europa, Chile ofrece mano de obra calificada en sectores de alta especializaci\u00f3n a precios competitivos.<\/p>\n

La visi\u00f3n interna<\/strong><\/p>\n

De acuerdo a Marta Lagos, la perspectiva de los chilenos versus la de los extranjeros o de quienes han vivido fuera del pa\u00eds es diferente respecto a la satisfacci\u00f3n de los servicios, porque estos \u00faltimos tienen un punto de comparaci\u00f3n m\u00e1s alto. Pero tambi\u00e9n, dentro de Chile, se puede hacer ciertas distinciones dependiendo del rubro. Por ejemplo, los clientes suelen sentirse conformes con el servicio prestado por los supermercados, debido a la propia naturaleza de la compra, en la que se puede disponer del tiempo y transitar acorde a sus necesidades. As\u00ed lo explica Marcel Goic, director del Centro de Estudios del Retail de la Universidad de Chile (Ceret).<\/p>\n

Seg\u00fan el estudio Calidad de Servicio en Supermercado 2016 -elaborado por el centro-, que mide la calidad del servicio y la satisfacci\u00f3n del cliente en esta industria dentro del Gran Santiago, 80% de las personas se declara totalmente satisfecha o con altos niveles de satisfacci\u00f3n.
\n\u201cEn los \u00faltimos a\u00f1os, el retail<\/em> ha experimentado un crecimiento importante, impactando positivamente en la calidad de servicios y, en particular a las dimensiones que coinciden con supermercados, que tienen que ver con mayor disponibilidad de productos, accesibilidad, etc. Hoy, si uno quiere comprar un producto, tiene variedad de modelos, colores, precios y calidades. Ahora, este crecimiento sostenido tambi\u00e9n ha tra\u00eddo desaf\u00edos que se materializan en elementos que no est\u00e1n tan bien desarrollados, como el capital humano que est\u00e1 invertido en la tienda, que es dif\u00edcil de capacitar, debido a su alta rotaci\u00f3n\u201d, explica Goic.<\/p>\n

\u201cHemos subido 7,1% (respecto del mismo estudio del a\u00f1o 2015) y, pese a los desaf\u00edos, como la implementaci\u00f3n de la Ley de Etiquetado, hemos mantenido un est\u00e1ndar de calidad y atenci\u00f3n que ha mejorado en cuanto a su percepci\u00f3n y reconocimiento por parte del consumidor\u201d, rescata Catalina Mertz, presidenta de la Asociaci\u00f3n de Supermercados de Chile. M\u00e1s a\u00fan, considera que est\u00e1n alcanzando los mismos niveles de competencia y calidad del servicio en comparaci\u00f3n con pa\u00edses del primer mundo.<\/p>\n

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\nNo obstante, el estudio indica que persisten aspectos mal evaluados, como la calidad de publicidad en la sala de venta y los tiempos de espera en la fila de pago.<\/p>\n

El \u00cdndice Nacional de Satisfacci\u00f3n de Clientes (INSC), es otro de los instrumentos que entrega m\u00e9tricas respecto al desempe\u00f1o de las grandes marcas de servicio del pa\u00eds. Elaborado mediante entrevistas telef\u00f3nicas por ProCalidad -organizaci\u00f3n sin fines de lucro que tiene el objetivo de fortalecer el enfoque hacia el cliente por parte de las empresas chilenas, \u00a0a fin de aumentar su competitividad-, posee un nivel de confianza de 95% y mide sectores con alta penetraci\u00f3n en la poblaci\u00f3n y masividad.<\/p>\n

Seg\u00fan los \u00faltimos resultados de este \u00edndice, equivalentes al primer semestre de 2016, la industria peor evaluada es la de transporte y log\u00edstica, con un 20% de insatisfacci\u00f3n, seguida de las telecomunicaciones, con 17%; servicios p\u00fablicos y salud, con 16%; industria domiciliaria y financiera, con 13%; retail<\/em>, con 11% y educaci\u00f3n, con 4%.<\/p>\n

En estos datos se evidencia una menor satisfacci\u00f3n de los clientes en los servicios p\u00fablicos, con respecto a los privados, lo que para Rodrigo Gonz\u00e1lez, director ejecutivo de la consultora Petit, especializada en servicio interno y externo, se debe a la demora que ha tenido el Estado en modernizarse, pese a que algunas entidades est\u00e1n \u201cbastante\u201d sistematizadas, como el Registro Civil y el Servicio de Impuestos Internos (SII).<\/p>\n

En este sentido, Gonz\u00e1lez comenta que el servicio debe ser visto desde una \u00f3ptica hol\u00edstica, comienza desde el momento en que se piensa adquirir un producto, la compra y la post venta, considerando las interacciones humanas que hay en el camino. \u201cSi soy capaz de solucionar los problemas que tengo de manera f\u00e1cil, el servicio es bueno, sobre todo, en tr\u00e1mites complejos\u201d, afirma.<\/p>\n

Comenta que en general -en Chile y el mundo-, la satisfacci\u00f3n del cliente es bastante m\u00e1s baja que lo que las marcas creen. As\u00ed lo confirma un estudio de la compa\u00f1\u00eda estadounidense Oracle, el cual revela que frente a la afirmaci\u00f3n We provide a superior customer experience<\/em> (Proporcionamos una experiencia superior al cliente), 80% de las empresas responde s\u00ed, mientras que ante la frase I have experienced a great customer experience<\/em> (He experimentado una gran experiencia como cliente), s\u00f3lo 11% responde afirmativamente.<\/p>\n

Al respecto, Gonz\u00e1lez a\u00f1ade que el mayor desarrollo del pa\u00eds ha hecho a su poblaci\u00f3n empoderarse, por lo tanto, su grado de satisfacci\u00f3n es menos alcanzable debido a que sus expectativas son m\u00e1s altas y eso produce que aumente la brecha en t\u00e9rminos de las empresas que se han quedado est\u00e1ticas en el servicio que est\u00e1n prestando a sus clientes, mientras que las expectativas siguen subiendo.<\/p>\n

Destaca si bien existen desaf\u00edos, hoy Chile est\u00e1 avanzando y lo ve en grandes empresas como Cencosud, Latam y Movistar, las cuales ya cuentan con un \u00e1rea de experiencia al cliente para abordar estos retos. \u00c9stas y otras compa\u00f1\u00edas est\u00e1n trabajando la multicanalidad para brindar una oferta diversa y que permita la interacci\u00f3n de la marca con el usuario a trav\u00e9s de distintos formatos.<\/p>\n

Foco en el usuario<\/strong><\/p>\n

El dise\u00f1o de servicios enfocado en el usuario es tendencia mundial. No solo visto desde el resultado final, sino tambi\u00e9n en c\u00f3mo se ordena la organizaci\u00f3n bajo esa l\u00f3gica. \u201cDesde el momento que eres capaz de identificar cu\u00e1les son las preocupaciones y deseos de tus audiencias, puedes entregar un servicio que les da sentido y, por lo tanto, alguien est\u00e1 dispuesto a pagar por eso, sea el usuario, el cliente o un tercero\u201d, valora Rodrigo Gonz\u00e1lez.<\/p>\n

Comenta que la preocupaci\u00f3n de las empresas por \u00e9ste y otros temas que buscan mejor\u00edas en la calidad del servicio prestado se gatilla por malos comentarios o experiencias de usuarios (en las reactivas), o porque han visto un valor en ello para diferenciarse y ser m\u00e1s competitivas en el futuro (en las proactivas). Para transformarse, dice, es preciso cambiar los procesos funcionales por procesos de negocios; hacer un giro cultural para no trabajar dentro del mismo c\u00edrculo, sino que con personas de otros equipos y realizar acciones colaborativas y co-creativas.<\/p>\n

\u201cOtro aspecto central, que est\u00e1 entrando con bastante fuerza y nosotros lo venimos practicando como consultora, es no trabajar solo en base a un cliente o usuario. Cuando comprendes que el \u00e9xito de tu negocio depende de distintos actores y no solamente de uno o dos, tu propuesta es m\u00e1s rica y eso, si lo incorporas dentro del dise\u00f1o de servicios, tiene mayor repercusi\u00f3n\u201d, explica.<\/p>\n

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Los retos<\/strong><\/p>\n

La directora de la consultora MORI advierte que para que Chile evolucione de manera positiva en el \u00e1mbito de los servicios, se requiere aumentar las exigencias para los profesionales del \u00e1rea y, al mismo tiempo, mejorar los salarios.<\/p>\n

\u201cHemos triplicado el PIB y no el ingreso medio. Este a\u00f1o, Chile sale de los pa\u00edses que pueden recibir recursos de la OCDE (Organizaci\u00f3n para la Cooperaci\u00f3n y Desarrollo Econ\u00f3micos), junto a Uruguay. Eso significa que nuestros ingresos no son de un pa\u00eds emergente, sino que estamos en el borde del desarrollo y tenemos gente que gana menos de US$ 1.000 al mes, que es de pa\u00edses subdesarrollados. Esa brecha mata cualquier servicio\u201d, enfatiza.<\/p>\n

Otro de los retos que se vislumbran para la industria es la internacionalizaci\u00f3n. Seg\u00fan George Lever, de la CCS, las \u00a0empresas de mayor tama\u00f1o abordan de mejor manera el mercado internacional y, por lo general, establecen presencia comercial en el exterior. En cambio, las peque\u00f1as deben derribar la barrera cultural que significa acceder a otros mercados, con diferentes c\u00f3digos en los negocios, distinta regulaci\u00f3n, etc. Estas \u00faltimas son las que requieren mayor capacitaci\u00f3n en la utilizaci\u00f3n de los instrumentos vigentes que benefician a los exportadores de servicios, apoyo en los modelos de negocios para penetrar mercados e informaci\u00f3n estrat\u00e9gica y oportuna para acceder a otros pa\u00edses, explica.<\/p>\n

En el \u00e1mbito del retail<\/em>, Marcel Goic del Ceret, estima que la falta de pa\u00f1os disponible para nuevas zonas de venta centrar\u00e1 la competencia en temas como diferenciaci\u00f3n, por ejemplo, en calidad de servicio. \u201cPara crecer voy a tener que hacerlo org\u00e1nicamente, a trav\u00e9s de la fidelidad de clientes u otras propuestas de valor. En ese sentido, la dimensi\u00f3n humana y la calidad del servicio debiera tener mayor preponderancia en los a\u00f1os que vienen\u201d, prev\u00e9.<\/p>\n

No cabe duda que si bien existen algunos avances, todav\u00eda queda camino por recorrer para mejorar la calidad de los servicios en el pa\u00eds, un reto en el que ya est\u00e1n trabajando los sectores p\u00fablico y el privado y que abre variadas oportunidades de desarrollo econ\u00f3mico y cultural para Chile y los pa\u00edses de la regi\u00f3n.<\/p>\n

Capacitaci\u00f3n y certificaci\u00f3n<\/strong><\/p>\n

Una de las grandes barreras para avanzar en temas como \u201cactitud\u201d y \u201cempat\u00eda\u201d son la falta de escuelas de oficios donde las personas puedan aprender a servicio al cliente.<\/p>\n

Guillermo Prieto, presidente de la Asociaci\u00f3n Chilena de Gastronom\u00eda (Achiga), se\u00f1ala que est\u00e1 trabajando en mesas enfocadas en capital humano para evaluar c\u00f3mo capacitar y en qu\u00e9 \u00e1mbitos, de manera de ser un aporte y entregar las herramientas necesarias antes de fin de a\u00f1o para que sus colaboradores mejoren sus servicios. Tambi\u00e9n est\u00e1n preparando un instructivo con metas para 2017, que tiene el objetivo de repercutir en los aspectos de servicio y, por lo tanto, en las ventas, explica.<\/p>\n

Otra de las \u00e1reas donde gobierno y privados est\u00e1n trabajando juntos para mejorar las competencias es en turismo. Andrea Wolleter, presidenta de la Federaci\u00f3n de Empresas de Turismo de Chile (Fedetur), comenta que con el Sence y ChileValora buscan fomentar la certificaci\u00f3n de competencias laborales para elevar la calidad del servicio, transversal en el rubro tur\u00edstico, en \u00e1mbitos como la rapidez en la atenci\u00f3n, calidez con que se atiende al cliente, empat\u00eda, entrega de informaci\u00f3n y en la actitud.<\/p>\n

Wolleter asegura que siempre est\u00e1n mirando ejemplos de otros pa\u00edses de la regi\u00f3n, como Per\u00fa, Argentina y Colombia, que poseen buenas referencias en cuanto al servicio que ofrecen, pero tambi\u00e9n otros como Nueva Zelanda y Australia, en t\u00e9rminos de pol\u00edticas p\u00fablicas.<\/p>\n

\u201cEn nuestro pa\u00eds no existen escuelas de servicio, donde puedas formar garzones u otros. Necesitamos un mayor reconocimiento de ciertos oficios en turismo, valorizarlos y revalorizarlos, que se consideren trabajos dignos, con proyecciones, los cuales se les puede dedicar una carrera, como s\u00ed ocurre en los pa\u00edses desarrollados\u201d, enfatiza.<\/p>\n

REC 2<\/strong><\/p>\n

El impacto de los inmigrantes<\/strong><\/p>\n

La CCS indica que no existen antecedentes concretos sobre el efecto que han tenido los inmigrantes en la calidad de los servicios. Sin embargo, han observado que algunos de ellos\u00a0 cuentan con una alta calificaci\u00f3n para prestaci\u00f3n de servicios, aunque se trata de niveles muy inferiores a los que se requieren en los sectores de mayor valor agregado.<\/p>\n

En el largo plazo, para Marta Lagos, la llegada de los inmigrantes tiene un efecto positivo. Los servicios mejoran, debido a la competencia y \u201cencuentras personas con estatus de profesionales que no tienen reconocimiento, que trabajan en cosas menores y cuentan con un acercamiento distinto al trabajo. Por lo general, el inmigrante est\u00e1 en una labor no calificada, donde el ingreso le importa demasiado o est\u00e1 sobre calificado y tambi\u00e9n se porta bien por ese motivo\u201d.[:en]Chile is looking to certain regional neighbors like Peru, Argentina and Colombia to improve its quality of customer service. What is lacking? Greater professionalism, additional training and the implementation of best practices. <\/em><\/p>\n

By Alejandra Aguirre M.<\/strong><\/p>\n

Over the last ten years, the quality of customer services in Chile has improved. There are now greater numbers of professionals in the field and the standards across diverse sectors of the economy have progressed in line with changes brought about by globalization. Notable among these changes are new consumer trends associated with multichannel offerings, and an increased customer demand in regard to the development and delivery of products, among other factors.<\/p>\n

Although progress has been made, the time has come to take the next step. According to experts, the challenges are mainly those that relate to direct interactions, in which \u2018good\u2019 or \u2018bad\u2019 service is visible to the customer. This type of service is common in sectors such as retail, restaurants, hotels and tourism, telecommunications, transportation, and other more specialized areas including healthcare and banking.<\/p>\n

Stakeholders recognize that deficiencies still remain, especially in terms of the lack of training and professionalism in certain trades. Rectifying these shortfalls would help to ensure a common service standard, as well as to address deficiencies in regard to levels of professionalism. Relevant actors also suggest that cultural factors play a role, including feelings of low valuation and social status as well as other economic aspects prevalent among service sector workers that are caused by low industry wages.<\/p>\n

\u201cIn Chile, jobs in the services sector are considered to be of lower social status and poorly paid, whereas in the developed world they are well respected, well paid and professionalized. We have a highly complex labor market (in Chile), with low salaries, poor levels of satisfaction, with people working in jobs that they don\u2019t like, and this of course has repercussions on how they attend to customers\u201d, says Marta Lagos, Director of Latinobar\u00f3metro and the consultancy firm, Market\u00a0 & Opinion Research International (MORI).<\/p>\n

George Lever, Head of Research at the Santiago Chamber of Commerce (CCS), states that Chile offers a range of services based on competency and quality, with international recognition in areas such as mining engineering, earthquake-proof construction and informatics, as well as in creative fields including audiovisual production, videogames and design. Weaknesses, however, are evident due to the lack of a qualified workforce in sectors such as information and communications technology (ICT). There is also a shortage of English proficiency and a scarcity of companies willing to enter into partnerships in order to facilitate the process of breaking into international markets.<\/p>\n

Regarding differences between a service sector worker in Chile and another country in the region, Lever claims that there are discrepancies in terms of salaries in the more specialized areas (engineering and ICT), as well as in other less-skilled positions (call centers).<\/p>\n

This is the case in Colombia and Peru, where salaries are low in comparison to those in Chile. However, if the same example is applied to developed countries such as the United States and members of the European Union, Chile has a qualified and competitively priced workforce in highly specialized sectors.<\/p>\n

The internal perspective<\/strong><\/p>\n

According to Lagos, the perspective of Chileans who have always lived in the country compared to that of foreigners or Chileans who have lived abroad is different in terms of service satisfaction because the latter group has a higher standard of comparison. Certain differences of perception can also be detected within Chile, depending on the sector in question. For example, Marcel Goic, Director of the Center for Retail Studies at the Universidad de Chile (CERET) says that customers tend to feel favorably towards service received at supermarkets. This is due to the nature of the purchase experience in which they, the customer, can make time available and move around the store according to their needs.<\/p>\n

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\nAccording to the CERET study, Quality of Customer Service at the Supermarket 2016, which measures the quality of service and customer satisfaction in the industry in the Greater Santiago region, 80% of people claim to be completely satisfied or as having high levels of satisfaction.<\/p>\n

\u201cIn recent years, retail has experienced significant growth. This has impacted positively on the quality of service and, in particular, the aspects which coincide with supermarkets, which relate to a greater availability of products, accessibility, etc. Today, if you want to buy a product there are a number of models, colors, prices and qualities (from which to choose). Now, this sustained growth has also generated challenges in areas that are not so well developed, such as the human capital that is invested in the store, which is difficult to train because of its high turnover rate\u201d, says Goic.<\/p>\n

\u201cWe have increased by 7.1% (compared to the same study compiled in 2015) and, despite certain challenges, such as the implementation of the Labeling Act, we have maintained a standard of quality and service that has improved in terms of perception and recognition of the customer\u201d, says Catalina Mertz, President of the Chilean Association of Supermarkets. Moreover, the report contends that Chilean supermarkets are seeing the same levels of quality in customer service as those in the developed world.<\/p>\n

Nevertheless, the study indicates that certain areas continue to receive poor evaluations, including the quality of in-store marketing and long waiting times spent at the checkout.<\/p>\n

The National Customer Satisfaction Index (INSC) is an additional instrument that collects metrics on the performance of service-related brands in Chile. The survey is compiled by means of telephone interviews undertaken by the non-profit ProCalidad, the mission of which is to strengthen the customer-centered focus of Chilean companies in order to increase their competiveness. The Index is well respected with trust levels of 95% and it measures sectors with high penetration in terms of population and scale.<\/p>\n

According to the most recent results of the Index, from the first half of 2016, the worst evaluated industry is transport and logistics, with levels of dissatisfaction at 20%. This is followed by telecommunications with 17%; public sector and health services with 16%; domestic manufacturing and finance with 13%; retail with 11%; and education with 4%.<\/p>\n

These findings demonstrate lower levels of customer satisfaction with public services than in the private sphere. According to Rodrigo Gonz\u00e1lez, Executive Director of the consultancy firm Petit, which specializes in internal and external services, this is due to delays in terms of the modernization of the State, despite certain public bodies being \u201cfairly\u201d well systematized, such as the Civil Registry Office and the Internal Revenue Service (SII).<\/p>\n

In this sense, Gonz\u00e1lez comments that service should be viewed from a holistic perspective, beginning from the moment in which someone thinks about buying a product and throughout the purchase and post-purchase phases, taking account of all the human interactions involved along the way. \u201cIf I am able to resolve the problems that arise in a straightforward manner, the service is good, above all in complex procedures\u201d, he notes.<\/p>\n

Gonz\u00e1lez continues by explaining that in general, in Chile and around the world, actual customer satisfaction is considerably lower than what brands believe it to be. This sentiment has been confirmed by research conducted by the US company Oracle, which shows that in response to the statement, \u2018We provide a superior customer experience\u2019<\/em>, 80% of companies reply in the affirmative, compared to just 11% of customers who agree to the sentiment, \u2018I have experienced great customer experience<\/em>\u2019.<\/p>\n

As such, Gonz\u00e1lez believes that the development of the country has empowered the general public, which, in turn, has resulted in harder-to-satisfy and more demanding customers. This produces a widening gap in terms of companies that have been left behind in customer service delivery, in contrast to client expectations, which keep on rising.<\/p>\n

He states that although challenges remain, Chile today is making progress and this is reflected in large companies such as Cencosud, Latam and Movistar, which now have experienced customer service departments working in the area. These and other companies are working on providing multichannel offerings to broaden their supply and enable users to interact with their brands across a number of different platforms.<\/p>\n

Focus on the user<\/strong><\/p>\n

Designing services that focus on the user is a global trend. This not only brings positives in terms of the end result, but also in helping to shape the organization itself. Gonz\u00e1lez explains that, \u201cfrom the moment you are able to identify the concerns and desires of your audience, you can begin to provide a meaningful service for which, therefore, someone will be willing to pay, whether the user, the customer or a third party\u201d.<\/p>\n

He explains that the concern for companies in this regard and in relation to other issues in terms of the search for improvements in customer service is triggered either by negative comments or experiences by users (reactive), or because companies identify the value thereof in order to differentiate themselves from the competition in the future (proactive). To make the transformation, he says, it is necessary to change functional processes for business processes. This includes making a cultural shift to ensure that employees do not simply work within their traditional circles, but rather that they begin to interact with people from other teams and engage in collaborative and co-creative acts.<\/p>\n

\u201cAnother key point, which is becoming more important and is something we are practising as a consultancy, is not solely working on the basis of a client or user. When you understand that the success of your business depends on different actors and not only on one or two, your proposal becomes richer and this, if it is incorporated into the design of service provision, will have positive results\u201d, explains Gonz\u00e1lez.<\/p>\n

\"untitled\"<\/p>\n

The challenges<\/strong><\/p>\n

Lagos, the Director of MORI, warns that in order for Chile to evolve in a positive direction in the field of services, it is necessary to increase the requirements for professionals working in the area and, simultaneously, raise salaries.<\/p>\n

\u201cChilean GDP has tripled but the average income has not. This year, Chile is being removed from a list of countries eligible to receive resources from the Organisation for Economic Cooperation and Development (OECD), along with Uruguay. This means that incomes in Chile are no longer those of an emerging economy, but rather that we are on the cusp of development, even though there are still people who earn less than US$1,000 a month, which is equivalent (to salaries) in underdeveloped countries. This gap is killing any type of service\u201d, she says.<\/p>\n

Another challenge facing the industry is internationalization. According to Lever, from the CCS, the larger companies are better at approaching the international markets and, generally, are able to establish a commercial presence abroad. On the other hand, smaller companies have to break down the cultural barriers that exist in accessing foreign markets, with different business conduct, distinct regulations, etc. These latter aspects, says Lever, require additional training in terms of the use of existing instruments that benefit service exporters, as well as greater support in relation to what business models are necessary to penetrate external markets, and more strategic and timely information needed to access other countries.<\/p>\n

Regarding the field of retail, Goic, from CERET, believes that a shortage of material available for new areas of sale will concentrate competition in areas such as differentiation in the quality of service. \u201cIn order to grow, I\u2019ll have to do so organically, through customer loyalty or other value propositions. In this way, the human dimension and the quality of service should take precedence over the next few years\u201d, he anticipates.<\/p>\n

Undoubtedly, and despite ongoing progress, there is still a long way to go in terms of improving customer service in Chile. Public and private sectors are already working towards overcoming this challenge and a number of related economic and cultural development opportunities are opening up for Chile and other countries in the region.<\/p>\n

Training and certification<\/strong><\/p>\n

One of the greatest obstacles to overcoming aspects such as \u2018attitude\u2019 and \u2018empathy\u2019 is the lack of trade schools in which people can learn the necessary customer service skills.<\/p>\n

Guillermo Prieto, President of the Chilean Association of Gastronomy (ACHIGA), explains his ongoing work on related roundtable events. These meetings focus on human capital to evaluate how training can be undertaken and in what areas. The aim is to identify aspects that can provide the necessary support and tools before the end of the year for his members to improve their service skills. Furthermore, he explains that ACHIGA is compiling an information manual with goals for 2017 which aim to have a positive effect on the service and, as a result, sales of member organizations.<\/p>\n

A further area in which the government and private sector are working together to improve skills is tourism. Andrea Wolleter, President of the Federation of Tourism Companies of Chile (FEDETUR), claims that by means of the National Service for Training and Employment (SENCE) and ChileValora, the government is making progress. These schemes, she explains, are seeking to strengthen the certification of labor skills in order to improve the quality of service, which is such a fundamental part of the tourism industry. This includes attempts to enhance competencies in certain areas, including speed of attention, warmth with which the customer is dealt with, empathy, the provision of information, and general attitude.<\/p>\n

Wolleter states that the Chilean authorities are constantly reviewing best public policy practices from other countries in the region, such as Peru, Argentina and Colombia, which are solid points of reference in terms of customer relations. Work is also being done on learning from practices in other nations, including New Zealand and Australia.<\/p>\n

\u201cThere are no customer service schools in Chile in which waiters, waitresses or other workers can receive training. The country needs greater recognition of certain trades in the tourism sector, including valuing and reassessing them, and ensuring that they are considered respectable jobs with genuine career development pathways, in line with what occurs in developed nations\u201d, she stresses.<\/p>\n

The impact of immigration<\/strong><\/p>\n

The CCS states that no concrete statistics exist in regard to the effect of immigrants on the quality of service in Chile. However, observations have been made in regard to the high standards of service provision from certain individuals, although these remain far below the levels of certification required in sectors of greater value added.<\/p>\n

In the long term, Marta Lagos explains that the arrival of immigrants has a positive effect. Service improves due to increased competition and, \u201cyou encounter people with professional-level skills but no formal qualifications, who focus on the small things and have a different approach to work. In general, immigrants work in unskilled labor, their income is of particular importance to them, or they are often overqualified for the job in hand; as a result they behave in a positive way\u201d.[:]<\/p>\n","protected":false},"excerpt":{"rendered":"

[:es]Per\u00fa, Argentina y Colombia son algunos de los pa\u00edses de la regi\u00f3n a los que est\u00e1 mirando Chile para mejorar la calidad de su atenci\u00f3n. \u00bfQu\u00e9 falta? Mayor profesionalizaci\u00f3n, capacitaci\u00f3n e imitar buenas pr\u00e1cticas. Por Alejandra Aguirre M. En los \u00faltimos diez a\u00f1os, la calidad de los servicios en Chile ha avanzado. Hoy existen m\u00e1s […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"template":"","news_tax":[],"user_type":[],"class_list":["post-9916","news","type-news","status-publish","hentry"],"acf":[],"yoast_head":"\n[:es]Servicios en Chile, a\u00fan una tarea pendiente[:en]Service in Chile; still a pending task[:] - AmCham Chile<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/amchamchile.cl\/noticia\/servicios-en-chile-aun-una-tarea-pendiente\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[:es]Servicios en Chile, a\u00fan una tarea pendiente[:en]Service in Chile; still a pending task[:] - AmCham Chile\" \/>\n<meta property=\"og:description\" content=\"[:es]Per\u00fa, Argentina y Colombia son algunos de los pa\u00edses de la regi\u00f3n a los que est\u00e1 mirando Chile para mejorar la calidad de su atenci\u00f3n. \u00bfQu\u00e9 falta? 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