{"id":13400,"date":"2020-11-16T10:25:37","date_gmt":"2020-11-16T10:25:37","guid":{"rendered":"https:\/\/www.motivait.net\/?p=13400"},"modified":"2020-11-16T12:30:40","modified_gmt":"2020-11-16T12:30:40","slug":"el-viaje-del-consumidor-disfruta-una-estrategia-de-engagement","status":"publish","type":"post","link":"https:\/\/www.motivait.net\/es\/2020\/11\/16\/el-viaje-del-consumidor-disfruta-una-estrategia-de-engagement\/","title":{"rendered":"El viaje del consumidor: disfruta una estrategia de engagement"},"content":{"rendered":"<p>El consumidor actual ya no quiere guiarse por meros impulsos transaccionales; busca m\u00e1s, quiere experiencias, sentirse \u00fanico. Por su parte, el retail no puede conformarse con un cliente ocasional. Necesita convertirse en su marca de referencia, el lugar al que acudir cuando se desea algo. Recibirle y acogerle una y otra vez. \u00bfC\u00f3mo conseguirlo?<\/p>\n<p>En un proceso de compra b\u00e1sico, el cliente percibe una necesidad o un inter\u00e9s, comprueba la oferta y decide. Probablemente se conforma con un buen producto y una buena atenci\u00f3n, teniendo presente un precio adecuado. La fidelidad es muy d\u00e9bil y si alguno de los elementos falla puede que no vuelva m\u00e1s.<\/p>\n<p><a href=\"https:\/\/www.motivait.net\/wp-content\/uploads\/2020\/11\/Customer-Engagement-ES.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13411 lazyload\" data-src=\"https:\/\/www.motivait.net\/wp-content\/uploads\/2020\/11\/Customer-Engagement-ES.png\" alt=\"\" width=\"8000\" height=\"4500\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 8000px; --smush-placeholder-aspect-ratio: 8000\/4500;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13411\" src=\"https:\/\/www.motivait.net\/wp-content\/uploads\/2020\/11\/Customer-Engagement-ES.png\" alt=\"\" width=\"8000\" height=\"4500\" \/><\/noscript><\/a><\/p>\n<p>Sin embargo, ante estrategias de fidelizaci\u00f3n por parte del comercio, el cliente cuenta con un incentivo para volver, agradece los beneficios que la marca le da y va creando una \u201cdependencia\u201d. Le gusta esta marca que adem\u00e1s le ofrece una recompensa por su fidelidad. \u00bfPero es realmente firme esta relaci\u00f3n basada \u00fanicamente en motivaciones extr\u00ednsecas?<\/p>\n<p><a href=\"https:\/\/www.motivait.net\/wp-content\/uploads\/2020\/11\/Customer-Engagement-2-ES-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13413 lazyload\" data-src=\"https:\/\/www.motivait.net\/wp-content\/uploads\/2020\/11\/Customer-Engagement-2-ES-1.png\" alt=\"\" width=\"8000\" height=\"4500\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 8000px; --smush-placeholder-aspect-ratio: 8000\/4500;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13413\" src=\"https:\/\/www.motivait.net\/wp-content\/uploads\/2020\/11\/Customer-Engagement-2-ES-1.png\" alt=\"\" width=\"8000\" height=\"4500\" \/><\/noscript><\/a><\/p>\n<p>\u00bfY si avanzamos hacia un escenario de Customer Engagement? En este caso, la marca introduce elementos de motivaci\u00f3n intr\u00ednseca mediante los que el cliente recibe impulsos sentimentales que generan un apego emocional profundo. Cada vez sintoniza m\u00e1s con su marca de referencia y siente un compromiso hacia la empresa que le proporciona experiencias singulares y satisfactorias. Su recomendaci\u00f3n ser\u00e1 positiva.<\/p>\n<p><a href=\"https:\/\/www.motivait.net\/wp-content\/uploads\/2020\/11\/Customer-Engagement-3-ES-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13415 lazyload\" data-src=\"https:\/\/www.motivait.net\/wp-content\/uploads\/2020\/11\/Customer-Engagement-3-ES-1.png\" alt=\"\" width=\"8000\" height=\"4500\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 8000px; --smush-placeholder-aspect-ratio: 8000\/4500;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13415\" src=\"https:\/\/www.motivait.net\/wp-content\/uploads\/2020\/11\/Customer-Engagement-3-ES-1.png\" alt=\"\" width=\"8000\" height=\"4500\" \/><\/noscript><\/a><\/p>\n<p>El proceso contin\u00faa despu\u00e9s de la compra. La marca va recabando informaci\u00f3n de su cliente para reforzar su relaci\u00f3n con acciones personalizadas al tiempo que recoge su feedback para poner en marcha acciones de mejora. El cliente valora positivamente el inter\u00e9s y la experiencia. Se ha creado un v\u00ednculo s\u00f3lido.<\/p>\n<p><a href=\"https:\/\/www.motivait.net\/wp-content\/uploads\/2020\/11\/Customer-Engagement-4-JRN-ES.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13417 lazyload\" data-src=\"https:\/\/www.motivait.net\/wp-content\/uploads\/2020\/11\/Customer-Engagement-4-JRN-ES.png\" alt=\"\" width=\"4000\" height=\"2250\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 4000px; --smush-placeholder-aspect-ratio: 4000\/2250;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13417\" src=\"https:\/\/www.motivait.net\/wp-content\/uploads\/2020\/11\/Customer-Engagement-4-JRN-ES.png\" alt=\"\" width=\"4000\" height=\"2250\" \/><\/noscript><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El consumidor actual ya no quiere guiarse por meros impulsos transaccionales; busca m\u00e1s, quiere experiencias, sentirse \u00fanico. Por su parte, el retail no puede conformarse con un cliente ocasional. Necesita convertirse en su marca de referencia, el lugar al que acudir cuando se desea algo. Recibirle y acogerle una y otra vez. \u00bfC\u00f3mo conseguirlo? En [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":13417,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[90,76],"tags":[263,168,119,120,88],"class_list":["post-13400","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-es","category-engagement-es","tag-blogs","tag-customer-engagement-es","tag-customer-experience-es","tag-cx-es","tag-loyalty"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>MOTIVAIT - El viaje del consumidor: disfruta una estrategia de engagement<\/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:\/\/www.motivait.net\/es\/2020\/11\/16\/el-viaje-del-consumidor-disfruta-una-estrategia-de-engagement\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MOTIVAIT - El viaje del consumidor: disfruta una estrategia de engagement\" \/>\n<meta property=\"og:description\" content=\"El consumidor actual ya no quiere guiarse por meros impulsos transaccionales; busca m\u00e1s, quiere experiencias, sentirse \u00fanico. Por su parte, el retail no puede conformarse con un cliente ocasional. Necesita convertirse en su marca de referencia, el lugar al que acudir cuando se desea algo. Recibirle y acogerle una y otra vez. \u00bfC\u00f3mo conseguirlo? 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