{"id":528696,"date":"2024-11-12T05:15:56","date_gmt":"2024-11-12T05:15:56","guid":{"rendered":"https:\/\/www.capgemini.com\/co-es\/?post_type=research-and-insight&#038;p=528696"},"modified":"2025-03-29T17:36:27","modified_gmt":"2025-03-29T17:36:27","slug":"revelar-la-intencion-del-cliente-por-que-el-conocimiento-contextual-es-clave-para-entender-el-recorrido-del-cliente","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/co-es\/insights\/biblioteca-de-investigacion\/revelar-la-intencion-del-cliente-por-que-el-conocimiento-contextual-es-clave-para-entender-el-recorrido-del-cliente\/","title":{"rendered":"Revelar la intenci\u00f3n del cliente: Por qu\u00e9 el conocimiento contextual es clave para entender el recorrido del cliente"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/Revealing-customer-intent.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/Revealing-customer-intent.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/Revealing-customer-intent.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/Revealing-customer-intent.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/Revealing-customer-intent.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/Revealing-customer-intent.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/Revealing-customer-intent.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/Revealing-customer-intent.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/Revealing-customer-intent.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:23% 47%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Customer first<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Revelar la intenci\u00f3n del cliente: Por qu\u00e9 el conocimiento contextual es clave para entender el recorrido del cliente<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles addPadding\"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/Customer-Journey-Management_PoV.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><span>Descargue nuestro PdV<\/span><span class=\"type\">7 MB  pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=1007583\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=1007583\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<h3 class=\"wp-block-heading\" id=\"h-los-clientes-tienen-ahora-la-libertad-de-elegir-como-y-cuando-empiezan-y-acaban-sus-interacciones-con-una-marca\">Los clientes tienen ahora la libertad de elegir c\u00f3mo y cu\u00e1ndo empiezan y acaban sus interacciones con una marca.<\/h3>\n\n\n\n<p>La disponibilidad de una amplia gama de puntos de contacto y canales a\u00f1ade comodidad y flexibilidad a la experiencia del cliente. Sin embargo, tambi\u00e9n significa que las marcas tienen dificultades para predecir lo que quieren los clientes.<\/p>\n\n\n\n<p>Hoy en d\u00eda, el recorrido del cliente presenta un espacio enrevesado en el que las motivaciones y los puntos de contacto se entrecruzan; Google lo ha bautizado como \u00abmessy middle\u00bb. La intenci\u00f3n de compra online de un cliente puede tomar de repente un camino diferente y encontrarse investigando un pedido pendiente, visitando la tienda f\u00edsica de la marca o llamando al servicio de atenci\u00f3n al cliente. Estos desv\u00edos van acompa\u00f1ados de emociones y comportamientos espec\u00edficos que la mayor\u00eda de las marcas no pueden reconocer.<\/p>\n\n\n\n<p>Para superar este reto, las marcas deben llevar r\u00e1pidamente a los clientes a un \u00abcamino feliz\u00bb, la mejor ruta que les lleve al final de su viaje. Esto significa comprender el contexto en el momento de la interacci\u00f3n y averiguar qu\u00e9 impuls\u00f3 a los clientes a emprender su viaje concreto.<\/p>\n\n\n\n<p>La gesti\u00f3n del recorrido del cliente introduce un conjunto de procesos que automatizan, orquestan y optimizan las interacciones en todos los canales en tiempo real. El resultado es una visi\u00f3n multicanal de alto nivel de d\u00f3nde han estado los clientes, con la informaci\u00f3n necesaria para saber ad\u00f3nde ir\u00e1n a continuaci\u00f3n.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Lea nuestro punto de vista y aprenda a determinar mejor las motivaciones que hay detr\u00e1s de cada acci\u00f3n del cliente, y a responder con una reacci\u00f3n contextualmente pertinente.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/Customer-Journey-Management_PoV.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Descargar ahora<\/a><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":33,"featured_media":528697,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"0246728b-3081-4966-a8aa-83feefe734e2\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":true,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":0,"primary_term":"Customer 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