{"id":4559,"date":"2023-09-21T16:33:29","date_gmt":"2023-09-21T16:33:29","guid":{"rendered":"https:\/\/hamilton.global\/que-es-el-customer-journey\/"},"modified":"2025-11-03T11:44:00","modified_gmt":"2025-11-03T11:44:00","slug":"que-es-el-customer-journey","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/que-es-el-customer-journey\/","title":{"rendered":"Qu\u00e8 \u00e9s el Customer Journey?"},"content":{"rendered":"<p>Sab\u00edeu que en 24 hores es generen 2,3 bilions de gigabytes d&#039;informaci\u00f3 a Internet? Deixem empremta amb cada clic, amb cada acci\u00f3, amb cada aplicaci\u00f3. Tot aix\u00f2, multiplicat per milions, i tractat sempre de forma agregada, cosa que ens d\u00f3na un retrat for\u00e7a m\u00e9s ajustat que qualsevol altra informaci\u00f3 disponible, aix\u00f2 \u00e9s real, tangible i estrat\u00e8gic; vivim a l&#039;era del &#039;Think fast&#039;.<\/p>\n<p>Fins fa relativament poc, la informaci\u00f3 disponible d&#039;un consumidor o client depenia, en la majoria de casos, de les an\u00e0lisis de dades declaratives estructurades (enquestes, entrevistes als consumidors, un programa de fidelitzaci\u00f3, o de qualitat de servei, etc.) .) i una part no declarativa que ens venia dir el que el client no havia manifestat i que va generar una primera onada del denominat Business Intelligence, on es treballaven dades estructurades a partir de bases de dades creades sobre consum en telecomunicacions o energia, contractaci\u00f3 de assegurances, banca, etc. Aquesta \u00faltima part ha fet un gir radical en els darrers anys gr\u00e0cies al Big Data ia elements com el tel\u00e8fon m\u00f2bil, la compra amb targeta de cr\u00e8dit, les xarxes socials, la pr\u00f2pia navegaci\u00f3 web o la geolocalitzaci\u00f3. Ara sabem del consumidor real el que anomenem el &#039;customer journey&#039;, tots els seus moviments durant les fases de model relacional entre un mercat, una marca i el mateix consumidor,<\/p>\n<p>Qualsevol &#039;touchpoint&#039; del cam\u00ed, des d&#039;elements influenciadors de compra, a la pr\u00f2pia compra i futura prescripci\u00f3 del producte o servei.<\/p>\n<h2>Com tra\u00e7ar un customer journey amb \u00e8xit?<\/h2>\n<p>No hi ha una f\u00f3rmula universal sobre com s&#039;ha de tra\u00e7ar un customer journey ja que cada organitzaci\u00f3 i rubro t\u00e9 necessitats diferents, per\u00f2 hi ha alguns passos comuns que tots els clients experimenten:<\/p>\n<ul>\n<li>Consci\u00e8ncia: El client s&#039;assabenta de la marca per primera vegada. Aix\u00f2 pot passar a trav\u00e9s de la publicitat, el boca a boca o qualsevol altra forma de m\u00e0rqueting.<\/li>\n<\/ul>\n<ul>\n<li>Inter\u00e8s: El client comen\u00e7a a interessar-se en la marca i els seus productes o serveis. Aix\u00f2 pot passar despr\u00e9s de llegir una ressenya, veure un anunci o parlar amb un amic que ja \u00e9s client.<\/li>\n<li>Consideraci\u00f3: El client comen\u00e7a a considerar la compra de la marca. Aix\u00f2 pot implicar comparar preus, llegir ressenyes i demanar mostres.<\/li>\n<li>Decisi\u00f3: El client pren la decisi\u00f3 de comprar o no la marca. Aquesta decisi\u00f3 pot estar influenciada per una varietat de factors, com ara el preu, la qualitat i la disponibilitat.<\/li>\n<li>Postvenda: El client ha comprat la marca i ara est\u00e0 experimentant el producte o servei. Aquest \u00e9s el moment en qu\u00e8 lempresa pot construir relacions amb els clients i convertir-los en clients lleials.<\/li>\n<\/ul>\n<p>En comprendre el customer journey, les empreses poden identificar els punts on poden millorar l&#039;experi\u00e8ncia del client. Aix\u00f2 pot conduir a un augment de les vendes, una satisfacci\u00f3 m\u00e9s gran del client i una lleialtat a la marca.<\/p>\n<h2>Quins beneficis t\u00e9 tra\u00e7ar un customer journey?<\/h2>\n<p>Beneficis de comprendre el customer journey<\/p>\n<p>Hi ha molts beneficis de comprendre el customer journey, incloent-hi:<\/p>\n<ul>\n<li>Augment de les vendes: En comprendre els punts en qu\u00e8 els clients abandonen el recorregut, les empreses poden identificar \u00e0rees on poden millorar l&#039;experi\u00e8ncia del client i augmentar les vendes.<\/li>\n<li>Major satisfacci\u00f3 del client: En comprendre les necessitats i desitjos dels clients, les empreses poden crear experi\u00e8ncies m\u00e9s personalitzades que satisfacin els clients.<\/li>\n<li>Major lleialtat a la marca: En crear experi\u00e8ncies positives, les empreses poden convertir els clients en clients lleials que seguiran comprant a la marca en el futur.<\/li>\n<\/ul>\n<p>En resum, el customer journey \u00e9s una eina essencial per a qualsevol empresa que vulgui crear una experi\u00e8ncia de client amb \u00e8xit. En comprendre-ho, les empreses poden crear estrat\u00e8gies per millorar l&#039;experi\u00e8ncia del client i augmentar les vendes, la satisfacci\u00f3 del client i la lleialtat a la marca.<\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Sab\u00edeu que en 24 hores es generen 2,3 bilions de gigabytes d&#039;informaci\u00f3 a Internet? Deixem empremta amb cada clic, amb cada acci\u00f3, amb cada aplicaci\u00f3. Tot aix\u00f2, multiplicat per milions, i tractat sempre de forma agregada, cosa que ens d\u00f3na un retrat for\u00e7a m\u00e9s ajustat que qualsevol altra informaci\u00f3 disponible, aix\u00f2 \u00e9s real, tangible [\u2026]<\/p>","protected":false},"author":4,"featured_media":4355,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[206,201],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>El customer journey: un mapa para crear clientes leales<\/title>\n<meta name=\"description\" content=\"El customer journey como herramienta esencial para crear aumentar la satisfacci\u00f3n del cliente y crear clientes leales.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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