{"id":544484,"date":"2023-05-04T12:09:40","date_gmt":"2023-05-04T10:09:40","guid":{"rendered":"https:\/\/www.capgemini.com\/es-es\/?p=544484"},"modified":"2025-03-11T08:32:23","modified_gmt":"2025-03-11T07:32:23","slug":"cdp-y-la-realimentacion-para-recuperar-la-confianza-del-cliente","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/es-es\/investigacion\/perspectivas-de-expertos\/cdp-y-la-realimentacion-para-recuperar-la-confianza-del-cliente\/","title":{"rendered":"CDP y la realimentaci\u00f3n para recuperar la confianza del cliente\u00a0"},"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 la realimentaci\u00f3n para recuperar la confianza del 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>A veces parece que <strong>las marcas han dejado de escuchar a sus clientes<\/strong> y que solo lanzan mensajes por todos los canales posibles, muchas veces repetitivos, demasiadas veces despersonalizados. Mensajes \u2018zombies\u2019, que se dirigen al usuario \u2018porque deben ir hacia \u00e9l\u2019, que el usuario reconoce que \u2018van hacia el\u2019 pero que no lo representan y que \u2018preferir\u00eda esquivar\u2019. O en el mejor de los casos lo representan poco.&nbsp;<\/p>\n\n\n\n<p>Esta generalizaci\u00f3n puede que sea injusta, no todas las marca funcionan de esta manera, muchas hacen las cosas bien.&nbsp; Y esas que hacen bien las cosas son aquellas que han sido capaces de <strong>ir m\u00e1s all\u00e1 de la personalizaci\u00f3n b\u00e1sica: han transformado el feedback de sus clientes en valor puro para enriquecer el perfil del cliente y ajustar la comunicaci\u00f3n.<\/strong>&nbsp;<\/p>\n\n\n\n<p>La tecnolog\u00eda juega un papel muy relevante para esta hiper-personalizaci\u00f3n y un CDP como Salesforce Customer Data Platform (ahora Salesforce Data Cloud) es una pieza clave para la consolidaci\u00f3n de datos. La mayor\u00eda de la veces se piensa en los datos del cliente que est\u00e1n dispersos en distintos sistemas como los datos de origen, pero <strong>se pasa por alto que las interacciones entre la marca y el cliente tambi\u00e9n son datos del cliente. Y muy valiosos.<\/strong>&nbsp;&nbsp;<\/p>\n\n\n\n<p>Existen al menos <strong>2 casu\u00edsticas<\/strong>, que demuestran que un CDP facilita y potencia el conocimiento del cliente a trav\u00e9s de la incorporaci\u00f3n de la informaci\u00f3n que se produce en los puntos de contacto entre marca y cliente.&nbsp;<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Consolidaci\u00f3n de interacciones en m\u00faltiples canales. <\/strong>Cuando las interacciones con el usuario est\u00e1n dispersas en distintos sistemas se requiere un enorme esfuerzo de integraci\u00f3n para tener la visi\u00f3n unificada de la vinculaci\u00f3n entre marca y cliente (apertura y click en email, entrega de mensajer\u00eda, suscripci\u00f3n, descarga, visita, etc. etc.). Un Customer Data Platform consolida los datos e \u2018insights\u2019 del cliente para permitir una visi\u00f3n unificada de la interacci\u00f3n, lo que permite ajustar cada vez m\u00e1s la comunicaci\u00f3n, considerando efectividad de mensajes, saturaci\u00f3n, momento \u00f3ptimo de entrega, preferencias de navegaci\u00f3n, etc.&nbsp;<\/li>\n<\/ol>\n\n\n\n<ol start=\"2\" class=\"wp-block-list\">\n<li><strong>Preferencias declaradas.<\/strong> Es una situaci\u00f3n similar al anterior, en t\u00e9rminos de capacidad de concentraci\u00f3n y consolidaci\u00f3n de datos mediante un Customer Data Platform. La salvedad, siempre hay una y esta es importante: no hay error por inferencia, el usuario ha dicho expl\u00edcitamente lo que le interesa a trav\u00e9s de un formulario, una descarga, una suscripci\u00f3n u otro evento digital. Un Customer Data Platform permite, gracias a su capacidad de creaci\u00f3n de un modelo de datos enriquecido, incorporar esos datos como nuevos campos descriptivos (tambi\u00e9n campos calculados, m\u00e9tricas de negocio, etc.) que enriquecen el perfil de cliente. Este enriquecimiento, adem\u00e1s de amplificar el conocimiento del cliente, abre la puerta nuevas formas de segmentaci\u00f3n gracias a la granularidad y la amplitud de los datos disponible.&nbsp;<\/li>\n<\/ol>\n\n\n\n<p>Ambas casu\u00edsticas muestran formas de incorporaci\u00f3n de datos utilizando un <strong>Customer Data Platform para conseguir un mayor conocimiento del cliente<\/strong> y establecer una <strong>comunicaci\u00f3n personalizada y valiosa.<\/strong>&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-los-datos-al-rescate-de-la-experiencia-de-cliente\/\" aria-label=\"CDP y los datos al rescate de la experiencia de cliente\" tabindex=\"-1\"><img decoding=\"async\" class=\"box-img\" alt=\"\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/Shoptalk-2023.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-los-datos-al-rescate-de-la-experiencia-de-cliente\/\" aria-label=\"CDP y los datos al rescate de la experiencia de cliente\"><h3 class=\"expert-subtitle\">CDP y los datos al rescate de la experiencia de cliente<\/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":100000891677,"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\":\"dbe48449-f25d-497b-85ff-5c432fe1f9e7\",\"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":[637],"brand":[30],"service":[163,45],"industry":[],"partners":[151],"blog-topic":[],"content-group":[],"class_list":["post-544484","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-experiencia-de-cliente","brand-capgemini","service-customer-experience","service-customer-experience-customer-first","partners-salesforce"],"yoast_head":"<!-- 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