PSICOTEC Colombia has been in charge of carrying out the latest design of the Culture & Customer Service Strategy and Comprehensive Customer Service Model for GELSA (*).
However, it is not the first time that the Human Resources consultancy has worked with the business group. Other projects have been developed previously and, currently, there are four contracts in force. These projects deal with the succession plan phase I and II, building Leadership and Coaching, hidden customer research and sensitization to leaders of the construct of the customer service strategy.
PSICOTEC Colombia adopts a loyalty-deepening approach with comprehensive solutions. In this sense, the scope of the strategy design has been:
- Organizational Diagnosis Phase: identification of GELSA’s current position in terms of customer service and competitiveness of the offer in the national market. Establishment of the scenario of greatest opportunity to promote sales and brand positioning. This phase lasted eight weeks.
- Strategic Design Phase: definition of GELSA’s framework of action vis-à-vis customers, segments, marketing channels and employees, establishing the objectives, goals, promise, policies and differentiating factors of culture and customer service. The design was carried out over a period of six weeks.
- Application Phase: description of the customer service model and standard, service protocol, culture roles, service level agreements and pilot plan. The last phase took place in eight weeks.
The leadership of the project, on behalf of GELSA, fell to the Customer Service Coordination with the support of the General Management; Sixty people participated in its execution from management to operational level. Regarding PSICOTEC Colombia, there were two direct people from the organization and a specialized strategic ally that integrated six consultants.
Proof of the success of the project was reflected in the attendance at the different events that took place in Bogotá. In this way, the following were held: a wine tasting, attended by thirty professionals at the managerial and executive level; four breakfasts, which included a BTL action and were attended by forty attendees; and three workshops, with a coverage of forty participants.
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(*) GELSA (Grupo Empresarial en Línea) is a group of companies with Colombian capital, a leader in the gambling and betting sector, which complements its offer with money order, mobile phone recharge and utility payment services. Its revenue in 2014 was $250 million, it has 16,000 employees and a network of more than 1,000 customer service points.