{"id":4465,"date":"2021-04-20T10:47:29","date_gmt":"2021-04-20T15:47:29","guid":{"rendered":"https:\/\/boldhispanic.marketing\/?p=4465"},"modified":"2021-04-20T10:47:29","modified_gmt":"2021-04-20T15:47:29","slug":"customer-journey-es","status":"publish","type":"post","link":"https:\/\/boldhispanic.marketing\/newsite\/customer-journey-es\/","title":{"rendered":"Customer Journey: qu\u00e9 es y c\u00f3mo crearlo"},"content":{"rendered":"<p>[vc_row][vc_column][vc_column_text]<\/p>\n<h5>\u00bfAlguna vez te has preguntado c\u00f3mo hace tu cliente para llegar a tu producto? \u00bfQu\u00e9 necesita para adquirir tu servicio? \u00bfcon qu\u00e9 obst\u00e1culos se encuentra?<\/h5>\n<p>Entrar en la mente del consumidor puede representar todo un desaf\u00edo, pero ponerte en sus zapatos, es la mejor manera de entender su comportamiento y sus necesidades.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<span style=\"font-weight: 400;\">Piensa un momento en todos los pasos que das cuando vas a comprar un producto o adquirir un servicio. Todo ese proceso o viaje que realizas, es lo que se conoce como customer journey. En otras palabras, es la sucesi\u00f3n de pasos que hace tu consumidor en el proceso de adquirir tu producto o servicio.<\/span><\/p>\n<h5><b>\u00bfPara qu\u00e9 sirve conocer este proceso?<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">\u2018Mapear\u2019 este recorrido nos permite entender el proceso de compra, cu\u00e1les son las necesidades del cliente, c\u00f3mo se mueve, qu\u00e9 cosas investiga y qu\u00e9 necesita para ir avanzando. Identificar este viaje nos ayudar\u00e1 a optimizarlo.<\/span><\/p>\n<h5><b>\u00a0Etapas de este viaje<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">Normalmente, antes de que un cliente realice la compra, ha pasado por varias fases, o lo que se conoce tambi\u00e9n como <\/span><b>puntos de contactos.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">En general podemos considerar 5 fases:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"><strong>Descubrimiento del producto<\/strong>: los usuarios toman conciencia de una necesidad y quieren cubrirla. Un momento vital para llamar su atenci\u00f3n.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Consideraci\u00f3n:<\/strong> querer realizar la compra y eval\u00faan las diferentes opciones <b>investigando<\/b> y analizando.<\/span><\/li>\n<li><b>Comparaci\u00f3n<\/b><span style=\"font-weight: 400;\">: antes de elegir, estudian las caracter\u00edsticas, beneficios, ventajas o desventajas que un producto tiene en comparaci\u00f3n a otro.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Compra:<\/strong> cliente toma la decisi\u00f3n y quiere adquirir el producto. Hay que facilitar este proceso para que finalice con \u00e9xito.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Retenci\u00f3n:<\/strong> satisfacci\u00f3n del cliente en todo momento. La experiencia del consumidor es vital para generar lealtad y atraer nuevos clientes.<\/span><\/li>\n<\/ul>\n<p><b><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-2277 size-large\" src=\"https:\/\/boldhispanic.marketing\/wp-content\/uploads\/2018\/11\/attachment-103-1024x576.jpg\" alt=\"\" width=\"1024\" height=\"576\" \/><\/b><\/p>\n<h5><b>\u00bfC\u00f3mo creamos estos pasos?<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">Es hora de ponerse en marcha y realizar el mapeo del recorrido del customer journey. Con estos sencillos pasos podr\u00e1s definirlo:<\/span><\/p>\n<ul>\n<li><b>Define tus objetivos:<\/b><span style=\"font-weight: 400;\"> hacia qu\u00e9 quieres dirigir este mapa, qu\u00e9 producto o servicio describir\u00e1, en qu\u00e9 experiencia se basa.\u00a0<\/span><\/li>\n<li><b>Identifica a tu buyer persona<\/b><span style=\"font-weight: 400;\">: Es importante que hayas investigado y definido a tu cliente ideal; aquel que har\u00e1 el recorrido hasta llegar a tu producto. En nuestro art\u00edculo <\/span><b><a href=\"https:\/\/boldhispanic.marketing\/en\/como-definir-a-mi-cliente-ideal\/\">\u00bfc\u00f3mo definir a mi cliente ideal?<\/a>, <\/b><span style=\"font-weight: 400;\">te explicamos c\u00f3mo obtener el perfil de tu usuario.<\/span><\/li>\n<li><b>Elige al buyer persona <\/b><span style=\"font-weight: 400;\">que m\u00e1s represente a tu cliente objetivo. Recuerda que puedes tener m\u00e1s de uno y el mapa del customer journey rastrea a un tipo de cliente que realiza un recorrido espec\u00edfico.\u00a0<\/span><\/li>\n<li><b>Enumera los puntos de contacto:<\/b><span style=\"font-weight: 400;\"> son todos esos lugares en el que el cliente puede encontrarte o interactuar con tu marca. Estos pueden ser las redes sociales, p\u00e1gina web, anuncios pagados, correo electr\u00f3nico, etc.<\/span>\n<ul>\n<li><span style=\"font-weight: 400;\">Describe los comportamientos o experiencias: son esas acciones que har\u00eda tu cliente mientras interact\u00faa con tu marca. Pueden ser desde b\u00fasquedas en internet, hacer preguntas, comparar, entrar varias veces a la web, etc.\u00a0<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Obst\u00e1culos y puntos cr\u00edticos: identificarlos te permitir\u00e1 saber qu\u00e9 cosas impiden que tu cliente adquiera tu producto o servicio. Por ejemplo, es com\u00fan que el costo sea un obst\u00e1culo para abandonar el proceso; tambi\u00e9n lo pueden ser los m\u00e9todos de pago, el env\u00edo, una web poco amigable, etc.<\/span><\/li>\n<\/ul>\n<\/li>\n<li><b>Elige qu\u00e9 mostrar en tu mapa:<\/b><span style=\"font-weight: 400;\"> seg\u00fan tu prop\u00f3sito espec\u00edfico, tu mapa podr\u00e1 reflejar alguna de estas caracter\u00edsticas:<\/span>\n<ul>\n<li><span style=\"font-weight: 400;\">Un mapa del <\/span><b>estado actua<\/b><span style=\"font-weight: 400;\">l que visualiza las acciones, emociones y pensamientos que los clientes experimentan al interactuar con tu marca.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Una <\/span><b>visi\u00f3n futura <\/b><span style=\"font-weight: 400;\">que refleja todas esas acciones que crees que har\u00e1 el cliente en el proceso de compra. Sirve para establecer objetivos claros.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reflejar la<\/span><b> vida diaria<\/b><span style=\"font-weight: 400;\"> es un tipo de mapa mucho m\u00e1s amplio en el que muestra todas las acciones del cliente, interactuando o no con tu marca. De \u00e9l podemos obtener las necesidades de los usuarios.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Un <\/span><b>mapa de servicio <\/b><span style=\"font-weight: 400;\">que muestre un recorrido simplificado, para luego completarlo con experiencias que sirvan para optimizar el proceso de adquisici\u00f3n del producto.<\/span><\/li>\n<\/ul>\n<\/li>\n<li><b>Recursos necesarios<\/b><span style=\"font-weight: 400;\">: deber\u00e1s hacer una lista de los recursos que tienes o de los que necesitar\u00e1s para optimizar el recorrido de tu cliente. Podr\u00e1s determinar las herramientas que necesitas o la inversi\u00f3n que debes hacer para mejorar tu proceso y facilitarle el recorrido a tu usuario.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Finalmente, ponte en los zapatos de tu cliente y realiza tu mismo el recorrido. Analiza y estudia cada paso o acci\u00f3n que debes realizar hasta obtener el producto o servicio. Preg\u00fantate: <\/span><b>\u00bfes f\u00e1cil adquirirlo?, \u00bfme he tardado mucho?, \u00bfen qu\u00e9 momento decido abandonar el proceso?, \u00bfme resulta amigable?.<\/b><\/p>\n<blockquote>\n<p><strong>Estudiar todo este recorrido te permitir\u00e1 realizar los cambios necesarios y obtener una visi\u00f3n m\u00e1s clara del viaje que hace tu cliente. Brindarles la mejor experiencia y optimizar el recorrido, es lo que permitir\u00e1 terminarlo con \u00e9xito y fidelizar a tus clientes.<\/strong><\/p>\n<\/blockquote>\n<h5 style=\"text-align: center;\"><strong>\u00a1Ponte manos a la obra con este estupendo material que hemos creado para ti!<\/strong><\/h5>\n<p><span style=\"font-weight: 400;\">Una herramienta que te permitir\u00e1 conocer m\u00e1s sobre el Customer Journey y construirlo para que puedas optimizarlo y generar m\u00e1s ventas<\/span><\/p>\n<h5><\/h5>\n<p>[\/vc_column_text][vlt_button effect=&#8221;1&#8243; block=&#8221;1&#8243; title=&#8221;Ap\u00fantate y descarga este material (plantilla incluida) haciendo clic aqu\u00ed.&#8221; link=&#8221;url:https%3A%2F%2Fboldhispanic.marketing%2Fcustomer-journey-2%2F&#8221;][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text] \u00bfAlguna vez te has preguntado c\u00f3mo hace tu cliente para llegar a tu producto? \u00bfQu\u00e9 necesita para adquirir tu servicio? \u00bfcon qu\u00e9 obst\u00e1culos [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":4468,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7],"tags":[35,43,36,44],"class_list":["post-4465","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bold","tag-2021-trends","tag-digital-marketing-trends","tag-email-marketing","tag-marketing-trends"],"acf":{"choi\u0441e_menu_page":false,"full_width":false,"header_transparent":false,"header_white":false,"menu_type_page":"default","menu_align_page":"default"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Customer Journey: qu\u00e9 es y c\u00f3mo crearlo - BOLD Hispanic Marketing Agency<\/title>\n<meta name=\"description\" content=\"The Latino population represents the minority-majority in the United States. 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