{"id":1586,"date":"2021-06-22T15:53:07","date_gmt":"2021-06-22T13:53:07","guid":{"rendered":"https:\/\/www.wework.com\/es-ES\/ideas\/?p=1586&#038;preview=true&#038;preview_id=1586"},"modified":"2022-05-19T12:34:22","modified_gmt":"2022-05-19T10:34:22","slug":"the-way-forward-for-offices-treat-employees-like-customers","status":"publish","type":"post","link":"https:\/\/www.wework.com\/es-ES\/ideas\/growth-innovation\/the-way-forward-for-offices-treat-employees-like-customers","title":{"rendered":"\u00bfCu\u00e1l se prev\u00e9 que sea el futuro de las oficinas? Que se trate a los empleados como clientes"},"content":{"rendered":"\n<p>La oficina se dise\u00f1\u00f3 para satisfacer las necesidades de un gran grupo de partes interesadas: empleados, gerentes, altos ejecutivos, clientes y socios externos. Pero resulta muy dif\u00edcil contentar a todo el mundo cuando se intenta dise\u00f1ar algo que satisfaga a todos.\u00a0<\/p>\n\n\n\n<p>Esto nunca hab\u00eda sido un problema hasta que tuvimos que enfrentarnos a la pregunta de si realmente necesit\u00e1bamos una oficina f\u00edsica. Cuando la pandemia convirti\u00f3 el trabajo desde casa en una necesidad para millones de personas, obtuvimos la respuesta que and\u00e1bamos buscando: podr\u00edamos salir adelante sin la oficina f\u00edsica y nadie estaba sacando suficiente partido de la oficina como para decir \u00abbah\u00bb.<\/p>\n\n\n\n<p>Muchas <a href=\"https:\/\/www.cbre.com\/thewayforward\/workforce-sentiment-survey?article=%7B9dd4f9d7-60e8-4b40-b4e8-4357ecd0a9e0%7D\">empresas descubrieron<\/a> que segu\u00edan siendo igual de productivas con sus empleados trabajando desde casa. Sin embargo, esa cifra escond\u00eda la cruda realidad: la l\u00ednea difusa existente entre el hogar y el trabajo, combinada con el temor a perder el trabajo, que hizo que los empleados trabajaran m\u00e1s. Seg\u00fan un informe de <a href=\"https:\/\/home.kpmg\/us\/en\/home\/media\/press-releases\/2020\/08\/kpmg-survey-majority-of-us-employees-report-improved-work-experience-since-onset-of-covid-19.html#:~:text=Eighty%2Dthree%20percent%20of%20on,45%20percent%20of%20remote%20workers.\">KPMG de 2020<\/a>, el 83 por ciento de los trabajadores respondieron que la exigencias de su trabajo hab\u00edan aumentado con la pandemia.\u00a0<\/p>\n\n\n\n<p>La productividad del trabajo durante la pandemia es un espejismo. Trabajar m\u00e1s horas tiene un coste: el <a href=\"https:\/\/www.wework.com\/ideas\/research-insights\/expert-insights\/prioritizing-mental-health-in-the-new-world-of-work\">agotamiento de los empleados ( English )<\/a> y una mayor rotaci\u00f3n en los equipos. Esto no es una ventaja competitiva duradera para ninguna empresa; en un momento en el que la movilidad de la mano de obra es alta, es una receta para el desastre.<\/p>\n\n\n<noscript class=\"ninja-forms-noscript-message\">\n\tAviso: Se requiere JavaScript para este contenido.<\/noscript>\n<div class=\"wp-block-ninja-forms-form\"><div id=\"nf-form-4-cont\" class=\"nf-form-cont  has-title\" aria-live=\"polite\" aria-labelledby=\"nf-form-title-4\" aria-describedby=\"nf-form-errors-4\" role=\"form\">\n\n    <div class=\"nf-loading-spinner\"><\/div>\n\n<\/div>\n<\/div>        <!-- That data is being printed as a workaround to page builders reordering the order of the scripts loaded-->\n        <script>var formDisplay=1;var nfForms=nfForms||[];var form=[];form.id='4';form.settings={\"objectType\":\"Form Setting\",\"editActive\":true,\"title\":\"\\u00bfQuieres reorganizar tu espacio de trabajo?\",\"created_at\":\"2019-04-11 13:47:36\",\"form_title\":\"Contacta con nosotros sobre el espacio de 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14:18:43\",\"processing_label\":\"Procesando\",\"container_class\":\"\",\"element_class\":\"\",\"field_label\":\"Enviar\",\"field_key\":\"submit_1554741098461\",\"wrap_styles_show_advanced_css\":0,\"element_styles_show_advanced_css\":0,\"submit_element_hover_styles_show_advanced_css\":0,\"cellcid\":\"c3860\",\"wrap_styles_border\":\"\",\"wrap_styles_width\":\"\",\"wrap_styles_margin\":\"\",\"wrap_styles_padding\":\"\",\"wrap_styles_float\":\"\",\"element_styles_border\":\"\",\"element_styles_width\":\"\",\"element_styles_font-size\":\"\",\"element_styles_margin\":\"\",\"element_styles_padding\":\"\",\"element_styles_float\":\"\",\"submit_element_hover_styles_border\":\"\",\"submit_element_hover_styles_width\":\"\",\"submit_element_hover_styles_font-size\":\"\",\"submit_element_hover_styles_margin\":\"\",\"submit_element_hover_styles_padding\":\"\",\"submit_element_hover_styles_float\":\"\",\"drawerDisabled\":false,\"id\":8,\"beforeField\":\"\",\"afterField\":\"\",\"value\":\"\",\"label_pos\":\"above\",\"parentType\":\"textbox\",\"element_templates\":[\"submit\",\"button\",\"input\"],\"old_classname\":\"\",\"wrap_template\":\"wrap-no-label\"},{\"objectType\":\"Field\",\"objectDomain\":\"fields\",\"editActive\":false,\"order\":9,\"idAttribute\":\"id\",\"type\":\"html\",\"label\":\"\",\"default\":\"<p><small>Al hacer clic en el bot\\u00f3n anterior confirmas que est\\u00e1s de acuerdo con nuestros&nbsp;<a href=\\\"https:\\\/\\\/www.wework.com\\\/es-ES\\\/legal\\\/terms-of-service\\\" target=\\\"_blank\\\">T\\u00e9rminos de servicio<\\\/a>&nbsp;y que has le\\u00eddo y entendido nuestra&nbsp;<a href=\\\"https:\\\/\\\/www.wework.com\\\/es-ES\\\/legal\\\/privacy\\\" target=\\\"_blank\\\">Pol\\u00edtica de privacidad<\\\/a>.<\\\/small><\\\/p>\",\"container_class\":\"\",\"element_class\":\"\",\"wrap_styles_border\":\"\",\"wrap_styles_width\":\"\",\"wrap_styles_margin\":\"\",\"wrap_styles_padding\":\"\",\"wrap_styles_float\":\"\",\"wrap_styles_show_advanced_css\":0,\"label_styles_border\":\"\",\"label_styles_width\":\"\",\"label_styles_font-size\":\"\",\"label_styles_margin\":\"\",\"label_styles_padding\":\"\",\"label_styles_float\":\"\",\"label_styles_show_advanced_css\":0,\"element_styles_border\":\"\",\"element_styles_width\":\"\",\"element_styles_font-size\":\"\",\"element_styles_margin\":\"\",\"element_styles_padding\":\"\",\"element_styles_float\":\"\",\"element_styles_show_advanced_css\":0,\"cellcid\":\"c3863\",\"key\":\"html_1592876339948\",\"drawerDisabled\":false,\"id\":22,\"beforeField\":\"\",\"afterField\":\"\",\"value\":\"<p><small>Al hacer clic en el bot\\u00f3n anterior confirmas que est\\u00e1s de acuerdo con nuestros&nbsp;<a href=\\\"https:\\\/\\\/www.wework.com\\\/es-ES\\\/legal\\\/terms-of-service\\\" target=\\\"_blank\\\">T\\u00e9rminos de servicio<\\\/a>&nbsp;y que has le\\u00eddo y entendido nuestra&nbsp;<a href=\\\"https:\\\/\\\/www.wework.com\\\/es-ES\\\/legal\\\/privacy\\\" target=\\\"_blank\\\">Pol\\u00edtica de privacidad<\\\/a>.<\\\/small><\\\/p>\",\"label_pos\":\"above\",\"parentType\":\"html\",\"element_templates\":[\"html\",\"input\"],\"old_classname\":\"\",\"wrap_template\":\"wrap\"}];nfForms.push(form);<\/script>\n                <script id=\"nf-tmpl-cell\" type=\"text\/template\">\r\n            <nf-fields><\/nf-fields>\r\n        <\/script>\r\n\r\n        <script id=\"nf-tmpl-row\" type=\"text\/template\">\r\n            <nf-cells><\/nf-cells>\r\n        <\/script>\r\n\r\n        \n\n\n<h2  id=\"priorizamos-a-los-empleados\"class=\"wp-block-heading\"><strong>Priorizamos a los empleados<\/strong><\/h2>\n\n\n\n<p>Si una empresa pudiera aumentar la productividad de sus empleados en funci\u00f3n del est\u00e1ndar de los <em>empleados<\/em>, eso ser\u00eda una ventaja competitiva duradera y valiosa.<\/p>\n\n\n\n<p>As\u00ed que el futuro del trabajo depende de que los l\u00edderes empresariales se dediquen a conciencia a <a href=\"https:\/\/www.wework.com\/ideas\/research-insights\/how-leaders-can-build-culture-in-the-new-normal\">proporcionar valor para el empleado ( English )<\/a>. Esto exige un cambio importante en la manera de pensar, pero no es algo que nos coja por sorpresa. Son muchas las organizaciones que alcanzan el \u00e9xito al priorizar a un solo grupo. Se trata de los negocios B2C, de la empresa al cliente, como, por ejemplo, tu tienda de ropa preferida o un restaurante. La parte interesada m\u00e1s importante es el consumidor, por lo que crean (y vuelven a crear) estrategias para dar respuesta a las necesidades espec\u00edficas de sus clientes.\u00a0<\/p>\n\n\n\n<p>Imagina c\u00f3mo ser\u00edan las oficinas si se tratara a los empleados como clientes, si los CEO crearan sus <a href=\"https:\/\/www.wework.com\/ideas\/research-insights\/expert-insights\/how-the-office-will-evolve-in-2021\">estrategias para el lugar de trabajo ( English )<\/a> para satisfacer las necesidades de sus empleados y las ajustaran a medida que las preferencias de los empleados fueran cambiando.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-body_horizontal is-style-default\"><img decoding=\"async\" src=\"\/ideas\/wp-content\/uploads\/sites\/4\/2021\/06\/Web_150DPI-20191210_WeWork_199-Water-St-NYC_014_v1-800x571.jpg\" alt=\"\" class=\"wp-image-3000037051\" \/><figcaption><a href=\"https:\/\/www.wework.com\/es-ES\/buildings\/199-water-st--new-york-city--NY\" target=\"_blank\" rel=\"noreferrer noopener\" href=\"https:\/\/www.wework.com\/es-ES\/buildings\/199-water-st--new-york-city--NY\">WeWork 199 Water St<\/a> en Nueva York.<\/figcaption><\/figure>\n\n\n\n<p>Los proveedores de espacio flexible ya est\u00e1n ayudando a los directivos a conseguirlo. Se trata de empresas inmobiliarias que alquilan <a href=\"https:\/\/www.wework.com\/es-ES\/solutions\" href=\"https:\/\/www.wework.com\/es-ES\/solutions\">diferentes espacios de trabajo<\/a> para periodos de arrendamiento a m\u00e1s corto plazo. Muchas ofrecen opciones que pueden personalizarse para los inquilinos y as\u00ed posibilitar una mayor agilidad, y la opci\u00f3n de ampliar o reducir el espacio con el paso del tiempo. No hay que olvidar el ahorro: en diferentes sectores, las empresas dedican el doble del gasto de capital que los proveedores de servicios flexibles en la creaci\u00f3n de oficinas.\u00a0<\/p>\n\n\n\n<p>\u00abEl espacio de trabajo flexible es una herramienta incre\u00edblemente poderosa para los empleadores que tratan de responder a las necesidades de sus empleados\u00bb, dice Ashley Hohmann, ejecutiva de proyectos en WeWork. \u00abLa realidad del desarrollo tradicional no ofrece la posibilidad de cambiar con rapidez a nuevas estrategias tan f\u00e1cilmente o con un riesgo tan bajo\u00bb.<\/p>\n\n\n\n<p>A la gente le gusta tener la libertad de poder elegir su entorno de trabajo. De hecho, el <a href=\"\/es-ES\/ideas\/research-insights\/research-studies\/the-future-of-work-is-hybrid\">75 por ciento de los empleados<\/a> estar\u00eda dispuesto a renunciar a al menos una prestaci\u00f3n o beneficio, incluida la cobertura sanitaria, primas en efectivo y tiempo libre remunerado, a cambio de tener la libertad de elegir su entorno de trabajo. Al dictar la estrategia de uso de la oficina de tus empleados, resulta mucho m\u00e1s dif\u00edcil saber si les gusta el espacio que les has proporcionado o simplemente siguen las reglas. De esta manera, se reduce tu mejor y m\u00e1s r\u00e1pido bucle de feedback para la introducci\u00f3n de mejoras.\u00a0<\/p>\n\n\n\n<p>Cuanto m\u00e1s sepas qu\u00e9 quiere tu gente, m\u00e1s sabr\u00e1s qu\u00e9 proporcionarles y, lo que es m\u00e1s importante aun, d\u00f3nde recortar. Una mejor comprensi\u00f3n generar\u00e1 menos costes y un mayor impacto. As\u00ed que ofrece diferentes opciones a tu gente. Entre estas opciones puedes ofrecer opciones de coworking, diferentes tipos de espacio o flexibilidad en cuanto a cu\u00e1ndo y d\u00f3nde trabajan. Un proveedor de espacio flexible como WeWork est\u00e1 ayudando a las empresas a conseguirlo todos los d\u00edas.\u00a0<\/p>\n\n\n\n<h2  id=\"debe-tratarse-a-los-empleados-como-si-fueran-consumidores\"class=\"wp-block-heading\"><strong>Debe tratarse a los empleados como si fueran consumidores<\/strong><\/h2>\n\n\n\n<p>Para adaptarse al enfoque del empleado como consumidor, los l\u00edderes deben centrarse en un peque\u00f1o n\u00famero de m\u00e9tricas. Deben medirse sistem\u00e1ticamente todos los d\u00edas y todas las semanas, no trimestralmente. En la estrategia est\u00e1ndar para el lugar de trabajo, los l\u00edderes miden con frecuencia m\u00e9tricas en profundidad, pero solo durante el periodo establecido de un proyecto de estrategia para el lugar de trabajo. La desventaja de este enfoque de medici\u00f3n est\u00e1ndar es que los resultados solo se comprenden en un contexto: mientras se realiza el estudio. Esto quiere decir que las empresas no pueden hacer un estudio de \u00abdiferencia en diferencias\u00bb, que se refiere b\u00e1sicamente a aprovechar la variaci\u00f3n entre ubicaciones y grupos para comprender c\u00f3mo afectan a los resultados los cambios en el contexto.\u00a0<\/p>\n\n\n\n<p>Compara esto con los proveedores de espacio flexible, que con frecuencia miden menos m\u00e9tricas, como, por ejemplo, la tasa de retenci\u00f3n de los clientes, el \u00edndice de promotores neto y la utilizaci\u00f3n, pero hazlo siempre. Pueden por tanto obtener un flujo sistem\u00e1tico de informaci\u00f3n sobre el mercado en el que basar su estrategia inmobiliaria.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-body_horizontal is-style-default\"><img decoding=\"async\" src=\"\/ideas\/wp-content\/uploads\/sites\/4\/2021\/06\/Web_150DPI-20191030_WeWork_Two-Summerlin-Las-Vegas_006_v1-800x571.jpg\" alt=\"\" class=\"wp-image-3000037059\" \/><figcaption><a href=\"https:\/\/www.wework.com\/es-ES\/buildings\/two-summerlin--las-vegas\" target=\"_blank\" rel=\"noreferrer noopener\" href=\"https:\/\/www.wework.com\/es-ES\/buildings\/two-summerlin--las-vegas\">WeWork Two Summerlin<\/a> en Las Vegas.<\/figcaption><\/figure>\n\n\n\n<p>Al igual que han hecho la mayor\u00eda de las grandes empresas, WeWork realiz\u00f3 una \u00abencuesta sobre la vuelta a la oficina\u00bb entre sus empleados, pero con una peque\u00f1a diferencia: realiz\u00f3 una encuesta cada dos semanas e incluy\u00f3 tres preguntas constantes. La m\u00e1s importante de ellas era esta: \u00ab\u00bfCu\u00e1nto d\u00edas crees que usar\u00e1s la oficina en el futuro?\u00bb Esto permiti\u00f3 a WeWork analizar c\u00f3mo cambiaba esa respuesta con el paso del tiempo, entre pa\u00edses, mientras los niveles locales de COVID-19 fluctuaban, y c\u00f3mo cambiaba la respuesta cuando una persona hab\u00eda acudido a la oficina la semana anterior. Este enfoque sistem\u00e1tico ofreci\u00f3 una comprensi\u00f3n considerablemente m\u00e1s avanzada de cu\u00e1ntos empleados regresar\u00edan a la oficina de lo que la mayor\u00eda de los ocupantes corporativos ha logrado. La medici\u00f3n continua permite actuar seg\u00fan el siguiente principio.<\/p>\n\n\n\n<h2  id=\"experimenta-para-llegar-a-hacerlo-bien\"class=\"wp-block-heading\"><strong>Experimenta para llegar a hacerlo bien<\/strong><\/h2>\n\n\n\n<p>Convi\u00e9rtete en un cient\u00edfico en el lugar de trabajo: \u00a1experimenta! Si bien muchas empresas han realizado uno e incluso dos programas piloto en el lugar de trabajo, por lo general son muy limitados y les falta un grupo de control. Para dirigir una oficina orientada a la demanda, la experimentaci\u00f3n tiene que formar parte de lo que hacemos. Los ocupantes corporativos han establecido hist\u00f3ricamente un nuevo est\u00e1ndar de lugar de trabajo global una vez cada diez a\u00f1os.\u00a0<\/p>\n\n\n\n<p>Compara ese hecho con el r\u00e1pido desarrollo y reconstrucci\u00f3n de los productos de los proveedores flexibles. Los productos de WeWork se desarrollan en respuesta a la demanda del mercado y luego se perfeccionan en funci\u00f3n de la informaci\u00f3n aportada por los ocupantes corporativos. \u00abEste ciclo de feedback crea una asociaci\u00f3n que nos permite iterar continuamente con nuestro producto y garantizar que proporcionamos a las empresas las soluciones que necesitan para responder a las necesidades cambiantes de su plantilla\u00bb, dice Hohmann.\u00a0<\/p>\n\n\n\n<p>Las empresas suelen decirnos que el coste es el motivo por el que no experimentan. Consideran que es demasiado caro. He aqu\u00ed una obviedad sobre las startups tecnol\u00f3gicas: si crees que experimentar es caro, deber\u00edas ver el coste que tiene no hacerlo. Los proveedores de espacio flexible no solo han demostrado que puedes experimentar en la oficina, sino tambi\u00e9n que el espacio flexible en s\u00ed mismo facilita la experimentaci\u00f3n con innumerables variables inmobiliarias (mercado, ubicaci\u00f3n, tama\u00f1o, dise\u00f1o y mucho m\u00e1s).\u00a0<\/p>\n\n\n\n<p>La oficina es el mejor sitio para empezar a desentra\u00f1ar la relaci\u00f3n entre la estructura del equipo, el estilo de comunicaci\u00f3n, el entorno y la creatividad. Un requisito previo para comprender esa conexi\u00f3n es hacer que la gente vaya a la oficina, trabaje, colabore y se re\u00fana de maneras menos estructuradas.\u00a0<\/p>\n\n\n\n<p>Durante la pandemia de COVID-19, hemos visto que las personas son mucho m\u00e1s resilientes a los cambios en el entorno de trabajo de lo que nunca hubi\u00e9ramos pensado. Si dejas que los empleados te digan qu\u00e9 quieren, estos puedes experimentar y descubrir qu\u00e9 cosas valoran de verdad. Un cliente me dijo en una ocasi\u00f3n que el lugar de trabajo era \u00abdemasiado importante como para andar haciendo experimentos\u00bb. Precisamente porque es muy importante, tenemos que estudiar y experimentar con \u00e9l.\u00a0<\/p>\n\n\n\n<p><em>Marshall O\u2019Moore es director en CBRE y Anjie Zheng es directora editorial de WeWork.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cuando la pandemia finalice, los equipos directivos tendr\u00e1n que tener en cuenta a sus empleados a la hora de planificar su estrategia de uso de las oficinas<\/p>\n","protected":false},"author":2192,"featured_media":1588,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[180,1054,1058],"tags":[699,890,889],"class_list":["post-1586","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-growth-innovation","category-research-and-insights","category-expert-insights-research-and-insights","tag-flexibility-2","tag-management-2","tag-leadership-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00bfCu\u00e1l se prev\u00e9 que sea el futuro de las oficinas? 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