El coaching ejecutivo para el mejoramiento de la atención al cliente: caso de estudio farmacia Cruz Azul de la ciudad de Esmeraldas, Ecuador
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Date
2023
Journal Title
Journal ISSN
Volume Title
Publisher
PUCE - Ibarra
Abstract
Si bien es cierto, las empresas en la actualidad requieren innovarse continuamente tanto en sus procesos internos como en la capacidad de atención personalizada y amable ofreciendo soluciones a las necesidades del cliente, lo cierto es que, al aplicar el coaching es posible fomentar un liderazgo inclusivo y participativo por la fuerza de trabajo, teniendo claros los objetivos y metas empresariales sin deslindarse de la capacidad para escuchar, motivarse y retroalimentarse de lo que dicen los colaboradores o lo que piensan sobre su rol en la empresa, la calidad de comunicación y los clientes. El objetivo general del presente documento es analizar la incidencia del coaching ejecutivo en la mejora del servicio de atención al cliente en la Farmacia Cruz Azul ubicada en la ciudad de Esmeraldas, Ecuador. Se utilizó una metodología descriptiva con enfoque mixto, de tal forma que se analizaron de forma objetiva los hallazgos tanto teóricos como prácticos y también se usó la encuesta para diagnosticar cómo se encuentra actualmente el liderazgo de ventas y del personal administrativo de la farmacia Cruz Azul Esmeraldas. Los resultados arrojaron que si bien, en la mayoría de casos tanto los líderes de ventas como administrativos indican que, si conocen la misión empresarial, pero hace falta mejorar la comunicación, lo que a su vez permitirá mejorar la calidad de atención al cliente, por medio de la inclusión de herramientas como el coaching. Se propuso un modelo de coaching para el caso de la Farmacia Cruz Azul Esmeraldas, donde se incluye la metodología GROW que en español es crecer y propone la inclusión de un trabajo en equipo más fortalecido y anclado a las competencias de cada integrante de tal forma que se llegue a los objetivos claros definidos que para el caso de la Farmacia Cruz Azul es la mejora de la atención al cliente.
Although it is true, companies currently require continuous innovation both in their internal processes and in the capacity for personalized and friendly attention, offering solutions to the needs of the client, the truth is that, by applying coaching, it is possible to promote inclusive leadership. and participatory by the workforce, having clear business objectives and goals without deviating from the ability to listen, motivate and receive feedback from what employees say or what they think about their role in the company, the quality of communication and customers. The general objective of this document is to analyze the impact of executive coaching on improving customer service at the Cruz Azul Pharmacy located in the city of Esmeraldas, Ecuador. A descriptive methodology with a mixed approach was used, in such a way that both theoretical and practical findings were objectively analyzed and the survey was also used to diagnose how the sales leadership and administrative staff of the Cruz Azul Esmeraldas pharmacy are currently doing. The results showed that although, in most cases, both sales and administrative leaders indicate that they do know the business mission, but it is necessary to improve communication, which in turn will improve the quality of customerservice, through the inclusion of toolssuch as coaching. A coaching model was proposed for the case of the Cruz Azul Esmeraldas Pharmacy, which includes the GROW methodology, which in Spanish is to grow and proposes the inclusion of a more strengthened teamwork and anchored to the competences of each member in such a way that the clearly defined objectives are reached, which in the case of the Cruz Azul Pharmacy is the improvement of customer service.
Although it is true, companies currently require continuous innovation both in their internal processes and in the capacity for personalized and friendly attention, offering solutions to the needs of the client, the truth is that, by applying coaching, it is possible to promote inclusive leadership. and participatory by the workforce, having clear business objectives and goals without deviating from the ability to listen, motivate and receive feedback from what employees say or what they think about their role in the company, the quality of communication and customers. The general objective of this document is to analyze the impact of executive coaching on improving customer service at the Cruz Azul Pharmacy located in the city of Esmeraldas, Ecuador. A descriptive methodology with a mixed approach was used, in such a way that both theoretical and practical findings were objectively analyzed and the survey was also used to diagnose how the sales leadership and administrative staff of the Cruz Azul Esmeraldas pharmacy are currently doing. The results showed that although, in most cases, both sales and administrative leaders indicate that they do know the business mission, but it is necessary to improve communication, which in turn will improve the quality of customerservice, through the inclusion of toolssuch as coaching. A coaching model was proposed for the case of the Cruz Azul Esmeraldas Pharmacy, which includes the GROW methodology, which in Spanish is to grow and proposes the inclusion of a more strengthened teamwork and anchored to the competences of each member in such a way that the clearly defined objectives are reached, which in the case of the Cruz Azul Pharmacy is the improvement of customer service.
Description
Keywords
Atención al cliente, Modelo de coaching, Grow, Líderes