{"id":16668,"date":"2018-02-28T13:30:36","date_gmt":"2018-02-28T16:30:36","guid":{"rendered":"https:\/\/blog.fromdoppler.com\/?p=16668"},"modified":"2022-05-13T10:52:13","modified_gmt":"2022-05-13T13:52:13","slug":"disena-customer-journey-email-marketing","status":"publish","type":"post","link":"https:\/\/www.fromdoppler.com\/blog\/disena-customer-journey-email-marketing\/","title":{"rendered":"Customer Journey e Email Marketing: Aprovecha cada contacto con tus clientes"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18847\" src=\"https:\/\/www.fromdoppler.com\/blog\/wp-content\/uploads\/actualizacion-Customer-Journey-e-Email-Marketing_-Aprovecha-cada-contacto-con-tus-clientes-main.png\" alt=\"\" width=\"2918\" height=\"1252\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-Customer-Journey-e-Email-Marketing_-Aprovecha-cada-contacto-con-tus-clientes-main.png 2918w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-Customer-Journey-e-Email-Marketing_-Aprovecha-cada-contacto-con-tus-clientes-main-300x129.png 300w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-Customer-Journey-e-Email-Marketing_-Aprovecha-cada-contacto-con-tus-clientes-main-1024x439.png 1024w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-Customer-Journey-e-Email-Marketing_-Aprovecha-cada-contacto-con-tus-clientes-main-768x330.png 768w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-Customer-Journey-e-Email-Marketing_-Aprovecha-cada-contacto-con-tus-clientes-main-600x257.png 600w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-Customer-Journey-e-Email-Marketing_-Aprovecha-cada-contacto-con-tus-clientes-main-1536x659.png 1536w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-Customer-Journey-e-Email-Marketing_-Aprovecha-cada-contacto-con-tus-clientes-main-2048x879.png 2048w\" sizes=\"auto, (max-width: 2918px) 100vw, 2918px\" \/><\/p>\n<p>Recientemente se ha decretado que <strong>uno de los desaf\u00edos de Marketing actuales<\/strong> para las compa\u00f1\u00edas tiene que ver con <strong>lograr una visi\u00f3n \u00fanica y compartida del <a href=\"https:\/\/www.fromdoppler.com\/blog\/customer-journey-map-como-crear-uno\/\" target=\"_blank\" rel=\"noopener\">Customer Journey<\/a>.<\/strong> En otras palabras, se trata de un mapeo de todas las etapas, interacciones, canales y elementos relativos a la empresa con los se topa el cliente durante el ciclo de compra.<\/p>\n<p>\u00bfQu\u00e9 papel juega el <a href=\"https:\/\/www.fromdoppler.com\/\" target=\"_blank\" rel=\"noopener\"><strong>Email Marketing<\/strong><\/a> en la definici\u00f3n del Customer Journey? Es lo que nos proponemos explicar en este art\u00edculo, pero antes te conviene saber qu\u00e9 implica y c\u00f3mo debes gestionarlo.<\/p>\n<h2>El viaje del cliente no es una ciencia exacta, pero puede arrojar datos interesantes<\/h2>\n<p>Para comenzar, te interesar\u00e1 saber que est\u00e1 emparentado a otro concepto muy en boga en el \u00faltimo tiempo como es la <a href=\"https:\/\/www.40defiebre.com\/que-es\/experiencia-usuario\/?utm_source=blog&amp;utm_medium=post&amp;utm_campaign=customerjourney\" target=\"_blank\" rel=\"noopener\"><strong>Experiencia del Usuario\u00a0<\/strong><\/a>(que dicho sea de paso, excede al simple testeo de software). Tanto el Customer Journey como el UX apuntan a obtener datos sobre las necesidades del p\u00fablico, hacerles saber que su opini\u00f3n tiene peso y finalmente apuntar a la fidelizaci\u00f3n.<\/p>\n<p>La expresi\u00f3n \u2018Customer Journey\u2019 tiene sentido si se piensa la relaci\u00f3n entre el cliente y la empresa como un viaje en el que el primero hace uso de los productos y servicios ofertados de manera online. Tanto antes como durante y despu\u00e9s de efectuar una compra se genera informaci\u00f3n valiosa acerca de estos procesos. <strong>\u00bfCu\u00e1l es el deseo impl\u00edcito de todo cliente?<\/strong> Que las marcas mejoren continuamente y ofrezcan una \u00f3ptima<strong> Experiencia de Usuario<\/strong>.<\/p>\n<p>Hay una premisa que sustenta el Customer Journey: que <strong>las empresas pueden (y deben) incidir activamente en el \u201cviaje del cliente\u201d<\/strong>, sobre todo en un momento en el que la competencia es muy alta y los indicadores de satisfacci\u00f3n caen constantemente en todos los sectores.<\/p>\n<p>Ahora que sabes que a partir del Customer Journey puedes obtener abundante y valiosa informaci\u00f3n sobre la experiencia de tus clientes con tu producto, deber\u00edas preocuparte por <strong>dise\u00f1ar una estrategia que te permita incidir en su trayecto.<\/strong><\/p>\n<h2>Define las variables de tu Customer Journey<\/h2>\n<p>En un post reciente, nuestra Country Manager en Espa\u00f1a <a href=\"https:\/\/www.fromdoppler.com\/blog\/profiles\/madiaz\/\" target=\"_blank\" rel=\"noopener\"><strong>Mar\u00eda D\u00edaz<\/strong><\/a> describi\u00f3 las <strong><a href=\"https:\/\/www.publisuites.com\/blog\/como-convertir-desconocidos-en-clientes\/?utm_source=blog&amp;utm_medium=post&amp;utm_campaign=customerjourney\" target=\"_blank\" rel=\"noopener\">tres etapas del Customer Journey<\/a><\/strong> que definimos en Doppler. Seguro te interesar\u00e1 conocerlas para ver c\u00f3mo se aplican en un caso concreto y obtener ideas para tu negocio.<\/p>\n<ul>\n<li><strong>Etapa de necesidad:<\/strong>\u00a0En esta primera instancia debes definir a tu <a href=\"http:\/\/www.academiadeconsultores.com\/que-es-un-buyer-persona\/?utm_source=blog&amp;utm_medium=post&amp;utm_campaign=customerjourney\" target=\"_blank\" rel=\"noopener\"><strong>Buyer Persona<\/strong><\/a>, identificar los nichos que podr\u00edan interesarse en tu producto y a trav\u00e9s de qu\u00e9 canales llegar a cada uno. Se trata de <strong>reconocer una necesidad y vincularla con una respuesta o soluci\u00f3n<\/strong> que podr\u00edas darles.<\/li>\n<li><strong>Etapa de deseo:<\/strong>\u00a0Aqu\u00ed definir\u00e1s las<strong> acciones de persuasi\u00f3n del p\u00fablico,<\/strong> bas\u00e1ndote sobre todo en tu valor diferencial como marca y en los recursos con que cuentas para atraer a potenciales clientes (descuentos y promociones, por ejemplo).<\/li>\n<li><strong>Etapa de demanda:<\/strong>\u00a0Toca planificar pormenorizadamente el paso a paso del proceso de compra y definir las acciones futuras en orden a retener y fidelizar clientes.<\/li>\n<\/ul>\n<p>Si quieres saber m\u00e1s, puedes conocer en detalle el <strong><a href=\"https:\/\/www.publisuites.com\/blog\/como-convertir-desconocidos-en-clientes\/?utm_source=blog&amp;utm_medium=post&amp;utm_campaign=customerjourney\" target=\"_blank\" rel=\"noopener\">Customer Journey de Doppler<\/a><\/strong>.<\/p>\n<h3>El Customer Journey te ayudar\u00e1 a identificar en qu\u00e9 aspectos podr\u00edas estar haciendo agua<\/h3>\n<p>A grandes rasgos, esta t\u00e9cnica puede serte \u00fatil para planificar tu estrategia global, atraer a tu target y conocer su experiencia de cliente, pero adem\u00e1s te facilitar\u00e1 la <strong>identificaci\u00f3n de \u201cpuntos de fuga\u201d.<\/strong> \u00bfDe qu\u00e9 se trata?<\/p>\n<p>A medida que el viaje del cliente avanza, podemos observar ciertos momentos o situaciones que provocan que se<strong> demore en la decisi\u00f3n de compra o se incline por productos similares o sustitutos.<\/strong> \u00a1Seguro que querr\u00e1s evitarlo! Entonces debes comenzar por reconocer tus falencias, para poder actualizar tu estrategia de Customer Journey y no perder clientes.<\/p>\n<p>\u00a1No te preocupes, es normal e inevitable que aparezcan estos puntos de fuga! Afortunadamente, un Customer Journey dise\u00f1ado a conciencia deber\u00eda ayudarte primero a identificar y luego a sortear estos obst\u00e1culos \ud83d\ude42<\/p>\n<h2>\u00bfC\u00f3mo incide el Email Marketing en tu estrategia de Customer Journey?<\/h2>\n<p>Tus Campa\u00f1as de Email Marketing deben estar pensadas para reforzar cada instancia del Customer Journey y erigirse como un canal m\u00e1s de comunicaci\u00f3n y conocimiento de tus clientes.<\/p>\n<p>A continuaci\u00f3n te mostramos qu\u00e9 <strong>acciones vinculadas al Email Marketing<\/strong> podr\u00edas implementar en cada etapa de tu Customer Journey:<\/p>\n<ul>\n<li><strong>Descubrimiento:<\/strong> dar a conocer la marca y sus productos (podr\u00edas complementarlos con un\u00a0<strong><a href=\"https:\/\/www.fromdoppler.com\/blog\/como-hacer-campanas-exitosas-en-redes-sociales\/\" target=\"_blank\" rel=\"noopener\">mix de redes<\/a><\/strong>); t\u00e9cnicas de<strong> <a href=\"https:\/\/www.fromdoppler.com\/blog\/como-crear-un-lead-magnet\/\" target=\"_blank\" rel=\"noopener\">captaci\u00f3n de leads<\/a>.<\/strong><\/li>\n<li><strong>Consideraci\u00f3n:<\/strong>\u00a0<strong><a href=\"https:\/\/www.fromdoppler.com\/blog\/como-crear-un-email-de-bienvenida-poderosamente-efectivo\/\" target=\"_blank\" rel=\"noopener\">Email de bienvenida<\/a><\/strong>; env\u00edos recurrentes con materiales descargables; invitaci\u00f3n a Webinars o eventos.<\/li>\n<li><strong>Conversi\u00f3n:<\/strong> env\u00edos de ofertas y promociones; Automation de acuerdo a su interacci\u00f3n con el sitio.<\/li>\n<li><strong>Fidelizaci\u00f3n\/ lealtad:<\/strong> Email de agradecimiento de compra; encuestas de calidad; env\u00edo de Newsletter o <strong><a href=\"http:\/\/bienpensado.com\/una-forma-simple-de-generar-venta-cruzada\/?utm_source=blog&amp;utm_medium=post&amp;utm_campaign=customerjourney\" target=\"_blank\" rel=\"noopener\">venta cruzada<\/a>.<\/strong><\/li>\n<\/ul>\n<p>Como estar\u00e1s sospechando, estos env\u00edos van de la mano de un <strong><a href=\"https:\/\/www.fromdoppler.com\/blog\/email-automation-para-principiantes-parte-1\/\" target=\"_blank\" rel=\"noopener\">flujo de Automation<\/a>.<\/strong> Se trata de una serie de Emails que se env\u00edan de forma autom\u00e1tica <strong>a partir del cumplimiento de un criterio definido de antemano.<\/strong> \u00a1Te aseguramos que son muy f\u00e1ciles de implementar y te procurar\u00e1n cuantiosa informaci\u00f3n sobre el comportamiento y las expectativas de tus clientes en relaci\u00f3n con tu negocio!<\/p>\n<p>Recuerda que <strong>con Doppler podr\u00e1s configurar estos Env\u00edos Automatizados en minutos<\/strong> (tambi\u00e9n en la versi\u00f3n gratuita). \u00bfNo sabes c\u00f3mo implementarlos? Encuentra nuestros tutoriales paso a paso en el <strong><a href=\"https:\/\/help.fromdoppler.com\/es\/\" target=\"_blank\" rel=\"noopener\">Help Center de Doppler<\/a>.<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18848\" src=\"https:\/\/www.fromdoppler.com\/blog\/wp-content\/uploads\/actualizacion-Customer-Journey-e-Email-Marketing_-Aprovecha-cada-contacto-con-tus-clientes-zocalo.png\" alt=\"\" width=\"2918\" height=\"540\" srcset=\"https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-Customer-Journey-e-Email-Marketing_-Aprovecha-cada-contacto-con-tus-clientes-zocalo.png 2918w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-Customer-Journey-e-Email-Marketing_-Aprovecha-cada-contacto-con-tus-clientes-zocalo-300x56.png 300w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-Customer-Journey-e-Email-Marketing_-Aprovecha-cada-contacto-con-tus-clientes-zocalo-1024x189.png 1024w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-Customer-Journey-e-Email-Marketing_-Aprovecha-cada-contacto-con-tus-clientes-zocalo-768x142.png 768w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-Customer-Journey-e-Email-Marketing_-Aprovecha-cada-contacto-con-tus-clientes-zocalo-600x111.png 600w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-Customer-Journey-e-Email-Marketing_-Aprovecha-cada-contacto-con-tus-clientes-zocalo-1536x284.png 1536w, https:\/\/blog.fromdoppler.com\/wp-content\/uploads\/actualizacion-Customer-Journey-e-Email-Marketing_-Aprovecha-cada-contacto-con-tus-clientes-zocalo-2048x379.png 2048w\" sizes=\"auto, (max-width: 2918px) 100vw, 2918px\" \/><\/p>\n<p>Recuerda que el Email Marketing ser\u00e1 un gran aliado a la hora de <strong>guiar al usuario de una etapa a otra del Customer Journey<\/strong>, especialmente cuando est\u00e9s pensando en la retenci\u00f3n y <a href=\"https:\/\/www.fromdoppler.com\/blog\/tofu-mofu-bofu\/\" target=\"_blank\" rel=\"noopener\"><strong>conversi\u00f3n<\/strong> <\/a>de tus clientes, o cuando quieras motivar una compra.<\/p>\n<p>Contenidos personalizados, flujos automatizados, env\u00edos en tiempo real y conscientes del contexto del destinatario son algunas consignas a tener en cuenta para hacer Campa\u00f1as que acompa\u00f1en a los clientes en su excursi\u00f3n por tu negocio.<\/p>\n<h2>Una \u00faltima apreciaci\u00f3n sobre el Customer Journey<\/h2>\n<p>Para <strong>dise\u00f1ar viajes satisfactorios<\/strong>, recuerda que se trata menos de cifras y datos duros y m\u00e1s de emociones, sentimientos y percepciones de tus clientes respecto de tu marca. Por lo tanto son subjetivas y variables, pero al fin y al cabo aportan informaci\u00f3n valiosa para <strong>afirmar procesos e implementar mejoras continuas.<\/strong><\/p>\n<p>\u00a1\u00c9xitos en el dise\u00f1o de tu Customer Journey! Recuerda que cuentas con el <strong>potencial del Email Marketing para optimizar tu viaje<\/strong> \ud83d\ude42<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ya no se trata de una preferencia, sino de una exigencia del mercado actual. En este art\u00edculo te contamos c\u00f3mo integrar Customer Journey e Email Marketing.<\/p>\n","protected":false},"author":125,"featured_media":18847,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1332,385],"tags":[1283,1583,44,1580,1582,1581],"class_list":["post-16668","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-automation","category-email-marketing-mobile","tag-customer-journey","tag-customer-journey-map","tag-email-marketing","tag-experiencia-del-usuario","tag-mapeo","tag-satisfaccion-del-cliente"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Dise\u00f1a tu Customer Journey de la mano del Email Marketing<\/title>\n<meta name=\"description\" content=\"Uno de los desaf\u00edos de Marketing actuales para las compa\u00f1\u00edas es lograr una visi\u00f3n \u00fanica y compartida del Customer Journey. 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