{"id":505783,"date":"2023-02-08T08:47:26","date_gmt":"2023-02-08T08:47:26","guid":{"rendered":"https:\/\/www.capgemini.com\/mx-es\/?post_type=research-and-insight&#038;p=505783"},"modified":"2025-04-05T09:23:45","modified_gmt":"2025-04-05T09:23:45","slug":"descifrando-la-lealtad-como-las-emociones-impulsan-la-interaccion","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/mx-es\/insights\/biblioteca-de-investigacion\/descifrando-la-lealtad-como-las-emociones-impulsan-la-interaccion\/","title":{"rendered":"Descifrando la lealtad: c\u00f3mo las emociones impulsan la interacci\u00f3n"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable is-style-default header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2023\/02\/dti-loyalty_message-builder_1540x866_2017-12-01-14.webp?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2023\/02\/dti-loyalty_message-builder_1540x866_2017-12-01-14.webp?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2023\/02\/dti-loyalty_message-builder_1540x866_2017-12-01-14.webp?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2023\/02\/dti-loyalty_message-builder_1540x866_2017-12-01-14.webp?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2023\/02\/dti-loyalty_message-builder_1540x866_2017-12-01-14.webp?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2023\/02\/dti-loyalty_message-builder_1540x866_2017-12-01-14.webp?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2023\/02\/dti-loyalty_message-builder_1540x866_2017-12-01-14.webp?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2023\/02\/dti-loyalty_message-builder_1540x866_2017-12-01-14.webp?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2023\/02\/dti-loyalty_message-builder_1540x866_2017-12-01-14.webp\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 24%\" 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\">Digital transformation<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Descifrando la lealtad: c\u00f3mo las emociones impulsan la interacci\u00f3n<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2023\/02\/dti_loyalty-deciphered_29nov17_final-21.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><span>Descargar informe<\/span><span class=\"type\">3 MB  pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2023\/02\/loyalty-deciphered_standalone-infographic_21nov17-14-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><span>Descargar infograf\u00eda<\/span><span class=\"type\">1 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 section--story-content article-body\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<h4 class=\"wp-block-heading\">Descubre qu\u00e9 genera lealtad a la marca y c\u00f3mo cultivarla en este reporte del Digital Transformation Institute de Capgemini.<\/h4>\n\n\n\n<p>La mayor\u00eda de los programas de lealtad intentan comprar la lealtad del consumidor con descuentos y planes de puntos que apelan a la raz\u00f3n. Los resultados dejan mucho que desear:&nbsp; 50% de los consumidores no utilizan los programas de lealtad, y millones en descuentos no se aprovechan.<\/p>\n\n\n\n<p>As\u00ed que, si el enfoque racional no funciona, \u00bfqu\u00e9 hacer? Para descubrir lo que genera lealtad, iniciamos un programa de investigaci\u00f3n global a trav\u00e9s de m\u00faltiples sectores. Analizamos la lealtad desde la perspectiva emocional, encuestando a m\u00e1s de 9,000 consumidores, m\u00e1s de 500 ejecutivos, y acad\u00e9micos l\u00edderes, para descubrir qu\u00e9 pueden hacer las marcas para generar una base de consumidores leales.<\/p>\n\n\n\n<p>\u00bfEl resultado? Nuestra investigaci\u00f3n muestra que las emociones juegan un papel mucho m\u00e1s importante de lo que se piensa en la creaci\u00f3n de lealtad a la marca.&nbsp; Crear una lealtad significativa y arraigada requiere pensar menos en puntos y premios, y enfocarse en crear un compromiso emocional. Los l\u00edderes en este campo generan lealtad a trav\u00e9s de propuestas hol\u00edsticas y basadas en experiencias. Atrapan al consumidor racional y emocionalmente.<\/p>\n\n\n\n<p>Los hallazgos clave del estudio incluyen:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Las&nbsp;<strong>emociones<\/strong>&nbsp;del consumidor juegan un papel crucial para determinar a qu\u00e9 marcas son leales.<\/li>\n\n\n\n<li>Los ejecutivos y los consumidores tienen ideas&nbsp;<strong>muy diferentes<\/strong>&nbsp;de qu\u00e9 tan bien las marcas generan conexiones emocionales<\/li>\n\n\n\n<li>Mientras que las emociones juegan un papel crucial para generar lealtad, los beneficios racionales tambi\u00e9n son importantes. Los consumidores con un gran v\u00ednculo emocional tambi\u00e9n se fijan en los factores racionales.<\/li>\n\n\n\n<li>Identificamos un gran grupo de consumidores con un v\u00ednculo emocional fuerte, y sus diferencias&nbsp; con los consumidores con pocos v\u00ednculos emocionales a la marca.<\/li>\n\n\n\n<li>Los consumidores con v\u00ednculos emocionales&nbsp;<strong>gastan m\u00e1s<\/strong>&nbsp;en las marcas a las que son leales; tienen una alta propensidad a la recordaci\u00f3n de marca y&nbsp; recompra;&nbsp;<strong>promueven<\/strong>&nbsp;las marcas a las que son leales.<\/li>\n\n\n\n<li>Los consumidores vinculados emocionalmente<strong>&nbsp;esperan m\u00e1s<\/strong>&nbsp;de la marca a las que son leales: una interacci\u00f3n en ambos sentidos en tiempo real; experiencias de compra diferenciadas.<\/li>\n\n\n\n<li>Al comprender qui\u00e9nes son los consumidores emocionalmente vinculados&nbsp; \u2013 y sus necesidades \u2013&nbsp; las marcas pueden personalizar las experiencias y&nbsp;<strong>cosechar los resultados.<\/strong><\/li>\n\n\n\n<li>Cada interacci\u00f3n con un cliente emocionalmente vinculado a la marca es una oportunidad para&nbsp;<strong>profundizar la relaci\u00f3n y brindar m\u00e1s valor<\/strong>&nbsp;tanto para el consumidor como para la marca.<\/li>\n<\/ul>\n\n\n\n<p>Pero \u00bfc\u00f3mo pueden las organizaciones crear conexiones emocionales con los consumidores?&nbsp;<a href=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/24\/2017\/12\/dti_loyalty-deciphered_29nov17_final-21.pdf\">Descarga nuestro estudio<\/a>&nbsp;y nuestro&nbsp;<a href=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/24\/2017\/12\/loyalty-deciphered_standalone-infographic_21nov17-14.pdf\">infogr\u00e1fico<\/a>&nbsp;para descubrir c\u00f3mo las principales marcas forjan lazos emocionales con sus consumidores.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-contacta-a-nuestros-expertos\">Contacta a nuestros expertos<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"\/mx-es\/insights\/expert-perspectives\/\">Kees Jacobs<\/a><\/li>\n\n\n\n<li>Mark Taylor<\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":367,"featured_media":505784,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"69cec00d-8a99-4631-9257-a196bc2affaf\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":false,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"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":264,"primary_term":"Digital 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