{"id":544473,"date":"2023-05-04T12:00:08","date_gmt":"2023-05-04T10:00:08","guid":{"rendered":"https:\/\/www.capgemini.com\/es-es\/?p=544473"},"modified":"2025-03-11T08:32:40","modified_gmt":"2025-03-11T07:32:40","slug":"cdp-y-los-datos-al-rescate-de-la-experiencia-de-cliente","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/es-es\/investigacion\/perspectivas-de-expertos\/cdp-y-los-datos-al-rescate-de-la-experiencia-de-cliente\/","title":{"rendered":"CDP y los datos al rescate de la experiencia de cliente"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>CDP y los datos al rescate de la experiencia de cliente\u00a0<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2022\/11\/Marcelo-Arnone-ÎÚÑ»´«Ã½.jpg?w=400?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Marcelo Arnone<\/h5><h5 class=\"blog-date\">4 May 2023<\/h5><\/div><\/div><div class=\"brand-image\"> <\/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?=http:\/\/capgeminiucwe.develop\/?post_type=press-release&amp;p=179\" 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-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?=http:\/\/capgeminiucwe.develop\/?post_type=press-release&amp;p=179\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?=http:\/\/capgeminiucwe.develop\/?post_type=press-release&amp;p=179\" 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<p>Las marcas ya no quieren tener una visi\u00f3n unificada del cliente, <strong>necesitan urgentemente una visi\u00f3n unificada del cliente para poder ofrecer un experiencia aceptable.<\/strong> Y el uso de la palabra \u2018urgentemente\u2019 no es pura floritura, es un mandato que, desde mi visi\u00f3n, las marcas han descuidado. Y no es ni m\u00e1s ni menos que el de la personalizaci\u00f3n b\u00e1sica, la esencial.&nbsp;&nbsp;<\/p>\n\n\n\n<p>S\u00ed, me refiero a recibir comunicaciones donde el nombre de la persona sea su nombre y no su apellido, donde un acento o un car\u00e1cter especial no cause una cat\u00e1strofe en la estructura o el contenido del mensaje, donde las im\u00e1genes y los enlaces funcionen.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>Es urgente un \u2018back to the basics\u2019, la esencia de la personalizaci\u00f3n m\u00e1s b\u00e1sica est\u00e1 un tanto descuidada, y <strong>uno de los motivos del descuido de esa personalizaci\u00f3n es la cantidad de aplicaciones que las marcas utilizan para ofrecer una experiencia de cliente aceptable.<\/strong>&nbsp;<\/p>\n\n\n\n<p>Y aqu\u00ed es donde entra en juego Salesforce Customer Data Platform (ahora Salesforce Data Cloud) como capa de unificaci\u00f3n de datos de cliente para crear un \u2018single place of work\u2019, una plataforma de datos \u00fanica de datos del cliente.&nbsp;<\/p>\n\n\n\n<p>Existen al menos <strong>tres escenarios<\/strong>, cada uno de ellos con su correspondiente caso de uso, que ponen de manifiesto que un Customer Data Platform es la soluci\u00f3n adecuada para volver a unir esa experiencia de usuario muchas veces quebrada.&nbsp;<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>M\u00faltiples fuentes de datos de cliente.<\/strong> Este escenario es com\u00fan a todas la marcas y parece una obviedad. Al final, todas las marcas tienen innumerables fuentes de datos de cliente por lo tanto todas deber\u00edan plantearse un CDP como capa de concentraci\u00f3n y consolidaci\u00f3n de datos. Pero en este escenario tan com\u00fan, es muy conveniente revisar los procesos de consolidaci\u00f3n de datos, que la mayor\u00eda de las veces se dan por hecho que deben hacerse as\u00ed, pero que ocultan un riesgo de error muy alto: cargas de ficheros realizadas manualmente por usuarios, celdas que se copian y pegan entre ficheros de datos de cliente, gesti\u00f3n de consentimiento que \u2018se lleva aparte\u2019, y un lamentable y largo etc\u00e9tera.&nbsp;<\/li>\n<\/ol>\n\n\n\n<ol start=\"2\" class=\"wp-block-list\">\n<li><strong>Complejidad de construcci\u00f3n de segmentos.<\/strong> Este escenario refleja que, a la hora de crear un segmento, los datos del cliente est\u00e1n en tablas o ficheros diversos lo que indica que es necesario romper esos silos de datos. Si, adem\u00e1s, la construcci\u00f3n de una simple m\u00e9trica que sirva como filtro o factor discriminante, nuevamente exige crearla en la fuente del dato (\u00bfde lo contrario en que plataforma estar\u00eda si hay muchas?), nos encontramos ante un escenario de mucho esfuerzo y poca eficiencia, que un Customer Data Platform resolver\u00eda de forma muy efectiva.&nbsp;<\/li>\n<\/ol>\n\n\n\n<ol start=\"3\" class=\"wp-block-list\">\n<li><strong>Omnicanalidad.<\/strong> Este suele ser el escenario \u2018asignatura pendiente\u2019 de muchas marcas. En el mejor de los casos, la experiencia monocanal es eficaz, lo cual tiene sentido, ya que aun en el peor de los casos cada canal debe gestionar los datos y la experiencia de forma consistente. El reto es la omnicanalidad, ya que requiere consolidar datos y entregar experiencias equivalentes de un canal a otro, como por ejemplo entre el correo electr\u00f3nico y la atenci\u00f3n telef\u00f3nica. Aqu\u00ed, nuevamente un CDP con su capacidad extendida de omnicanalidad muestra que es capaz de comunicar canales online y offline para que en todos los puntos de contacto el usuario tenga la experiencia que espera.&nbsp;<\/li>\n<\/ol>\n\n\n\n<p>Los usuarios son cada vez m\u00e1s reticentes a ceder sus datos y m\u00e1s a\u00fan cuando la prometida personalizaci\u00f3n deja mucho que desear. Un Customer Data Platform es la pieza esencial para que el usuario vuelva a sentirse tratado de forma personal y \u00fanica.&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-wrapper-people-slider section section--expert-slider wrapper-people-slider undefined\"><div class=\"container\"><div class=\"content-title\"><h3 data-maxlength=\"34\"><\/h3><\/div><\/div><div class=\"slider slider-boxed\"><div class=\"container\"><div class=\"slider-window\"><div class=\"slider-list\">\n\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2022\/11\/Marcelo-Arnone-ÎÚÑ»´«Ã½.jpg\" alt=\"Marcelo Arnone\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/marceloarnone\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Marcelo Arnone<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Marketing Cloud Center of Excellence Head.<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/marceloarnone\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\n<\/div><\/div><\/div><div class=\"slider-nav\"><button class=\"slider-prev inactive\" aria-label=\"Anterior\" tabindex=\"-1\"><\/button><ul class=\"slider-paginator\"><\/ul><button class=\"slider-next\" aria-label=\"Siguiente\"><\/button><\/div><\/div><\/section>\n\n\n<section class=\"section section--expert-perspectives\"><div class=\"container\"><div class=\"content-title\"><h2 class=\"expert-heading\">M\u00e1s contenido sobre Salesforce CDP<\/h2><\/div><div class=\"expert-prospective-container\"><div class=\"row\"><div class=\"col-12 col-md-4 row-space\"><div class=\"box\"><div class=\"box-img-wrapper\"><a href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/perspectivas-de-expertos\/el-reto-de-la-eficacia-en-la-experiencia-de-cliente\/\" aria-label=\"El reto de la eficacia en la experiencia de cliente\u00a0\" tabindex=\"-1\"><img decoding=\"async\" class=\"box-img\" alt=\"\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/05\/DCX-Technology.jpg?w=600&#038;quality=70\" style=\"object-position: 50% 50%; object-fit: cover;\" loading=\"lazy\" \/><\/a><\/div><div class=\"box-inner\"><div class=\"box-tag\"><\/div><a class=\"content-box-title\" href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/perspectivas-de-expertos\/el-reto-de-la-eficacia-en-la-experiencia-de-cliente\/\" aria-label=\"El reto de la eficacia en la experiencia de cliente\u00a0\"><h3 class=\"expert-subtitle\">El reto de la eficacia en la experiencia de cliente\u00a0<\/h3><\/a><div class=\"box-bottom\">\n\t\t\t<img decoding=\"async\" class=\"box-logo  \" loading=\"lazy\" alt=\"\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2022\/11\/Marcelo-Arnone-ÎÚÑ»´«Ã½.jpg?w=400\" \/><div class=\"date-name-info\"><div class=\"author-text\">Marcelo Arnone<\/div><div class=\"date-text\">oct. 1, 2024<\/div><\/div><\/div><\/div><\/div><\/div><div class=\"col-12 col-md-4 row-space\"><div class=\"box\"><div class=\"box-img-wrapper\"><a href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/perspectivas-de-expertos\/ecommerce-de-donde-viene-y-donde-va\/\" aria-label=\"Ecommerce. De d\u00f3nde viene y d\u00f3nde va\" tabindex=\"-1\"><img decoding=\"async\" class=\"box-img\" alt=\"\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/12\/Shaping-the-AI-enabled-customer-experience_AI-Enabled-1.jpg?w=600&#038;quality=70\" style=\"object-position: 50% 50%; object-fit: cover;\" loading=\"lazy\" \/><\/a><\/div><div class=\"box-inner\"><div class=\"box-tag\"><\/div><a class=\"content-box-title\" href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/perspectivas-de-expertos\/ecommerce-de-donde-viene-y-donde-va\/\" aria-label=\"Ecommerce. De d\u00f3nde viene y d\u00f3nde va\"><h3 class=\"expert-subtitle\">Ecommerce. De d\u00f3nde viene y d\u00f3nde va<\/h3><\/a><div class=\"box-bottom\">\n\t\t\t<img decoding=\"async\" class=\"box-logo  \" loading=\"lazy\" alt=\"\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/05\/MicrosoftTeams-image-1.jpg?w=960\" \/><div class=\"date-name-info\"><div class=\"author-text\">Beatriz Salmer\u00f3n Godoy<\/div><div class=\"date-text\">may. 5, 2023<\/div><\/div><\/div><\/div><\/div><\/div><div class=\"col-12 col-md-4 row-space\"><div class=\"box\"><div class=\"box-img-wrapper\"><a href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/perspectivas-de-expertos\/cdp-y-la-realimentacion-para-recuperar-la-confianza-del-cliente\/\" aria-label=\"CDP y la realimentaci\u00f3n para recuperar la confianza del cliente\u00a0\" tabindex=\"-1\"><img decoding=\"async\" class=\"box-img\" alt=\"\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/04\/GettyImages-1207095318.jpg?w=600&#038;quality=70\" style=\"object-position: 50% 50%; object-fit: cover;\" loading=\"lazy\" \/><\/a><\/div><div class=\"box-inner\"><div class=\"box-tag\"><\/div><a class=\"content-box-title\" href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/perspectivas-de-expertos\/cdp-y-la-realimentacion-para-recuperar-la-confianza-del-cliente\/\" aria-label=\"CDP y la realimentaci\u00f3n para recuperar la confianza del cliente\u00a0\"><h3 class=\"expert-subtitle\">CDP y la realimentaci\u00f3n para recuperar la confianza del cliente\u00a0<\/h3><\/a><div class=\"box-bottom\">\n\t\t\t<img decoding=\"async\" class=\"box-logo  \" loading=\"lazy\" alt=\"\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2022\/11\/Marcelo-Arnone-ÎÚÑ»´«Ã½.jpg?w=400\" \/><div class=\"date-name-info\"><div class=\"author-text\">Marcelo Arnone<\/div><div class=\"date-text\">may. 4, 2023<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section>","protected":false},"excerpt":{"rendered":"","protected":false},"author":452,"featured_media":100000892213,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"86075c9a-8b5e-4f70-94a2-0a14ec857094\",\"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":false,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"30","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[5],"tags":[256],"brand":[30],"service":[163,45],"industry":[],"partners":[151],"blog-topic":[],"content-group":[],"class_list":["post-544473","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-experiencia-cliente","brand-capgemini","service-customer-experience","service-customer-experience-customer-first","partners-salesforce"],"yoast_head":"<!-- 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