{"id":549990,"date":"2023-10-13T13:46:19","date_gmt":"2023-10-13T11:46:19","guid":{"rendered":"https:\/\/www.capgemini.com\/es-es\/?post_type=research-and-insight&#038;p=549990"},"modified":"2025-03-12T08:22:01","modified_gmt":"2025-03-12T07:22:01","slug":"acelerando-la-experiencia-digital-de-compra-en-automocion","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/acelerando-la-experiencia-digital-de-compra-en-automocion\/","title":{"rendered":"Acelerando la experiencia digital de compra en automoci\u00f3n"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/prod.ucwe.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/10\/portada_automocion.png?w=2880&amp;quality=70 1x, https:\/\/prod.ucwe.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/10\/portada_automocion.png?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/prod.ucwe.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/10\/portada_automocion.png?w=1440&amp;quality=70 1x, https:\/\/prod.ucwe.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/10\/portada_automocion.png?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/prod.ucwe.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/10\/portada_automocion.png?w=1024&amp;quality=70 1x, https:\/\/prod.ucwe.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/10\/portada_automocion.png?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/prod.ucwe.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/10\/portada_automocion.png?w=768&amp;quality=70 1x, https:\/\/prod.ucwe.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/10\/portada_automocion.png?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/prod.ucwe.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/10\/portada_automocion.png\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:52% 66%\" 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><div class=\"brandInfo\"><div class=\"brandLogo\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/capgemini-invent-white.svg\" alt=\"capgemini-invent\"\/><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Acelerando la experiencia digital de compra en automoci\u00f3n<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles addPadding\"><a class=\"button-download--small\" type=\"download\" href=\"#linkToForm\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><span>Descargar documento<\/span><span class=\"type\">21 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-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\" id=\"introParaWrapper\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">La venta online lleva m\u00e1s de una d\u00e9cada siendo un reto para el sector de automoci\u00f3n. En este informe analizamos los retos y perspectivas del modelo comercial digital en la venta de autom\u00f3viles, y cu\u00e1les son las posibles mejoras en experiencia de cliente que el sector necesita para avanzar.<\/h2><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<p>Los canales de compra online van ganando cada vez m\u00e1s peso frente a los canales tradicionales. Tambi\u00e9n en el sector de la automoci\u00f3n, donde ya no es raro que el proceso de compra de un veh\u00edculo se lleve a cabo a trav\u00e9s de Internet. Hemos estudiado la situaci\u00f3n de compra de veh\u00edculos en el canal digital, y descubrimos que los fabricantes han avanzado en la digitalizaci\u00f3n de varios puntos del proceso. Sin embargo, a\u00fan queda camino para recorrer para mejorar la experiencia del cliente.&nbsp;<\/p>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para-video section section--info-2cols section--insights section-video is-style-cg-sapphire3\"><div class=\"bg-color video-align-right\"><div class=\"container\"><div class=\"row video-align-left\"><div class=\"col-md-12\"><div class=\"video-align-left row box box--4 box--mini\"><div class=\"col-md-3\"><h4 data-maxlength=\"34\">Forbes Talks<\/h4><div class=\"video-info\"><p data-maxlength=\"68\">Debate sobre la experiencia de cliente en automoci\u00f3n en Forbes Talks<\/p><\/div><\/div><div class=\"col-md-8 box-img-wrapper\"><div class=\"video-box\"><div class=\"video-wrapper\"><iframe title=\"video-section\" src=\"https:\/\/www.youtube.com\/embed\/MxE28WRx0VE\" frameborder=\"0\" rel=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div><\/div><\/div><div class=\"col-md-1\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n<\/div><\/div><\/div><\/div><\/div><\/section>\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-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<h3 class=\"wp-block-heading\" id=\"h-como-ganar-en-experiencia-de-cliente\">C\u00f3mo ganar en experiencia de cliente<\/h3>\n\n\n\n<p>La venta online lleva pr\u00e1cticamente 10 a\u00f1os siendo un reto para los equipos comerciales del sector Automoci\u00f3n. Hist\u00f3ricamente el mantra ha sido que, al ser una compra muy relevante para el consumidor, la segunda despu\u00e9s de la vivienda, el consumidor no demanda una compra online y prefiere hacer m\u00e1s tangible a trav\u00e9s de un canal f\u00edsico. Sin embargo, la pandemia de Covid-19 nos cambi\u00f3 bastante la perspectiva. <\/p>\n\n\n\n<p>Una vez pasada esta monta\u00f1a rusa, \u00bfqu\u00e9 ha quedado de ello? \u00bfC\u00f3mo hemos avanzado? \u00bfEs compra online de un veh\u00edculo o de un servicio de movilidad ya una realidad? La situaci\u00f3n actual presenta distintas caras. <\/p>\n\n\n\n<p>Si bien es cierto que los fabricantes han hecho esfuerzos relevantes en lanzar casos de uso de venta online, o avanzar en la digitalizaci\u00f3n de ciertos puntos del itinerario del cliente -un 25% de los clientes encuestados en nuestro estudio declara haber gestionado ya el pedido del veh\u00edculo a trav\u00e9s del canal online-, la realidad es que sigue habiendo mucho camino por recorrer para ofrecer una experiencia verdaderamente digital y \u201ccustomer-oriented\u201d, pues observamos tambi\u00e9n en nuestro estudio un NPS de 4 al evaluar las interacciones digitales por separado, mientras que en el canal offline obtienen un NPS de 42. Eso es especialmente importante cuando en la actualidad la gran mayor\u00eda de clientes tiene al menos alg\u00fan punto de contacto con el canal digital -un 89% de los encuestados de nuestro estudio- y, por tanto, pueden comparar la experiencia digital con la visita f\u00edsica a un concesionario.<\/p>\n\n\n\n<p>\u00bfPor qu\u00e9 est\u00e1 costando tanto avanzar en el camino de la digitalizaci\u00f3n de la experiencia de compra de un veh\u00edculo? La realidad es que ni el modelo comercial, ni los procesos de venta, ni las herramientas tecnol\u00f3gicas actuales de los fabricantes encajan con las necesidades de un cliente que demanda una experiencia omnicanal, \u00e1gil, sencilla y trasparente. Es necesario repensar y ajustar c\u00f3mo se da respuesta de manera \u00f3ptima, siendo eficientes en costes.<\/p>\n\n\n\n<p>Esto es especialmente relevante en el escenario actual, donde tenemos m\u00faltiples factores que han encarecido la compra de un veh\u00edculo (modelos el\u00e9ctricos, escasez de chips, inflaci\u00f3n) y en el que es necesario garantizar que el negocio sigue siendo rentable y sostenible para todas las partes.<\/p>\n\n\n\n<div class=\"wp-block-cg-blocks-autocloud-form undefined autocloudform\"><div class=\"section--autoCloud-form\"><div class=\"wrapperAutoCloudSection\" id=\"linkToForm\"><div class=\"container\"><div class=\"row\"><div class=\"col-md-12 col-lg-6 left-img align-self-center escaper-left\"><\/div><div class=\"  col-md-12\"><div class=\"autoCloudForm\"><h4 class=\"formHelpText\">Descarga el informe &#8220;Acelerando la experiencia digital de compra en Automoci\u00f3n&#8221;<\/h4>\n\t\t\t<div class=\"mf_forms__container \">\n\t\t\t\t\t\t\t\t\t<form id=\"mf_form_550053_781922988\" class=\"mf_form__form row needs-validation\" action=\"\" method=\"post\" enctype=\"multipart\/form-data\" data-nosnippet>\n\n\t\t\t\t<div class=\"mf-field-wrapper form-floating col-sm-6\"><input type=\"text\" class=\"form-control\" id=\"_mf_550053_5148_2305611044\" name=\"_mf_550053_5148\" placeholder=\"Nombre\" required \/><label for=\"_mf_550053_5148_2305611044\" class=\"form-label\">Nombre <span class=\"star-required\">*<\/span><\/label><div class=\"invalid-feedback-frm\" role=\"alert\">Nombre no es v\u00e1lido.<\/div><\/div><div class=\"mf-field-wrapper form-floating col-sm-6\"><input type=\"text\" class=\"form-control\" id=\"_mf_550053_7382_363045181\" name=\"_mf_550053_7382\" placeholder=\"Apellidos\" required \/><label for=\"_mf_550053_7382_363045181\" class=\"form-label\">Apellidos <span class=\"star-required\">*<\/span><\/label><div class=\"invalid-feedback-frm\" role=\"alert\">Apellidos no es v\u00e1lido.<\/div><\/div><div class=\"mf-field-wrapper form-floating col-sm-12\"><input type=\"email\" class=\"form-control\" id=\"_mf_550053_7926_3822333203\" name=\"_mf_550053_7926\" placeholder=\"Correo electr\u00f3nico\" required \/><label for=\"_mf_550053_7926_3822333203\" class=\"form-label\">Correo electr\u00f3nico <span class=\"star-required\">*<\/span><\/label><div class=\"invalid-feedback-frm\" role=\"alert\">Correo electr\u00f3nico no es v\u00e1lido.<\/div><\/div><div class=\"mf-field-wrapper form-floating col-sm-6\"><input type=\"text\" class=\"form-control\" id=\"_mf_550053_8344_4106134130\" name=\"_mf_550053_8344\" placeholder=\"Cargo\" required \/><label for=\"_mf_550053_8344_4106134130\" class=\"form-label\">Cargo <span class=\"star-required\">*<\/span><\/label><div class=\"invalid-feedback-frm\" role=\"alert\">Cargo no es v\u00e1lido.<\/div><\/div><div class=\"mf-field-wrapper form-floating col-sm-6\"><input type=\"text\" class=\"form-control\" id=\"_mf_550053_9097_1223303463\" name=\"_mf_550053_9097\" placeholder=\"Empresa\" required \/><label for=\"_mf_550053_9097_1223303463\" class=\"form-label\">Empresa <span class=\"star-required\">*<\/span><\/label><div class=\"invalid-feedback-frm\" role=\"alert\">Empresa no es v\u00e1lido.<\/div><\/div><div class=\"mf-field-wrapper  col-sm-12\">\n\t\t<div class=\"form-check checkbox-controls\">\n\n\t\t\t<input type=\"checkbox\" id=\"_mf_550053_8181_2815479063\" class=\"form-check-input\"\n\t\t\t\tname=\"_mf_550053_8181[]\"\n\t\t\t\tvalue=\"1\"\n\t\t\t\trequired\n\t\t\t>\n\n\t\t\t<label for=\"_mf_550053_8181_2815479063\" class=\"form-check-label\">\n\t\t\t\tI agree to ÎÚÑ»´«Ã½ collecting &amp; processing my personal data to allow me to receive information on ÎÚÑ»´«Ã½ services. 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Int\u00e9ntalo de nuevo.<\/p>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\n\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<p><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n<section class=\"latest-insights layout-even layout-even-all-purple-cards \"><div class=\"container\"><div class=\"insight-title\"><h2 class=\"latest-insight-title\">Informes relacionados <\/h2><\/div><div class=\"layout-two-card cards-normal\">\n                                <div class=\"row align-items-center\"><div class=\"card-image-wrapper\">\n                                <div class=\"card-image\" data-image-url=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/the-metaverse-friend-or-foe-to-the-cmo\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/02\/CMO-metaverse.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/02\/CMO-metaverse.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 1500px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/02\/CMO-metaverse.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/02\/CMO-metaverse.jpg?w=800&#038;quality=70 2x\"\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\tmedia=\"(min-width: 992px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/02\/CMO-metaverse.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/02\/CMO-metaverse.jpg?w=800&#038;quality=70 2x\"\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\tmedia=\"(min-width: 768px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/02\/CMO-metaverse.jpg?w=350&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/02\/CMO-metaverse.jpg?w=700&#038;quality=70 2x\"\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\tmedia=\"(min-width: 0)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2023\/02\/CMO-metaverse.jpg\" alt=\"\" style=\"object-position: 50% 50%; object-fit: cover;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n                                <\/div>\n                            <\/div><div class=\"col-12 col-lg-4 d-md-none d-lg-block\"><\/div><div class=\"col-12 col-md-6 col-lg-4\">\n                           <a href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/the-metaverse-friend-or-foe-to-the-cmo\/\" aria-label=\"El metaverso: \u00bfAmigo o enemigo del CMO?\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-center\">\n                                <div class=\"card-tag\">Point of view<\/div>\n                                <h3 class=\"card-title\">El metaverso: \u00bfAmigo o enemigo del CMO?<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"\" alt=\"\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <div class=\"col-12 col-md-6 col-lg-4\">\n                            <a href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/lo-que-le-importa-al-consumidor\/\" aria-label=\"Lo que le importa al consumidor\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-start\">\n                                <div class=\"card-tag\">Report<\/div>\n                                <h3 class=\"card-title\">Lo que le importa al consumidor<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/themes\/capgemini2020\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <\/div>\n                    <\/div><div class=\"layout-two-card cards-reversed\">\n                                <div class=\"row align-items-center\"><div class=\"card-image-wrapper\">\n                                <div class=\"card-image\" data-image-url=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/una-nueva-guia-para-directores-de-marketing\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2021\/09\/ÎÚÑ»´«Ã½_CRI_A-NEW-PLAYBOOK-FOR-CHIEF-MARKETING-OFFICERS.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2021\/09\/ÎÚÑ»´«Ã½_CRI_A-NEW-PLAYBOOK-FOR-CHIEF-MARKETING-OFFICERS.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 1500px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2021\/09\/ÎÚÑ»´«Ã½_CRI_A-NEW-PLAYBOOK-FOR-CHIEF-MARKETING-OFFICERS.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2021\/09\/ÎÚÑ»´«Ã½_CRI_A-NEW-PLAYBOOK-FOR-CHIEF-MARKETING-OFFICERS.jpg?w=800&#038;quality=70 2x\"\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\tmedia=\"(min-width: 992px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2021\/09\/ÎÚÑ»´«Ã½_CRI_A-NEW-PLAYBOOK-FOR-CHIEF-MARKETING-OFFICERS.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2021\/09\/ÎÚÑ»´«Ã½_CRI_A-NEW-PLAYBOOK-FOR-CHIEF-MARKETING-OFFICERS.jpg?w=800&#038;quality=70 2x\"\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\tmedia=\"(min-width: 768px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2021\/09\/ÎÚÑ»´«Ã½_CRI_A-NEW-PLAYBOOK-FOR-CHIEF-MARKETING-OFFICERS.jpg?w=350&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2021\/09\/ÎÚÑ»´«Ã½_CRI_A-NEW-PLAYBOOK-FOR-CHIEF-MARKETING-OFFICERS.jpg?w=700&#038;quality=70 2x\"\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\tmedia=\"(min-width: 0)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2021\/09\/ÎÚÑ»´«Ã½_CRI_A-NEW-PLAYBOOK-FOR-CHIEF-MARKETING-OFFICERS.jpg\" alt=\"\" style=\"object-position: 50% 50%; object-fit: cover;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n                                <\/div>\n                            <\/div><div class=\"col-12 col-md-6 col-lg-4 flex-sm-order-reverse\">\n                            <a href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/el-cliente-en-el-centro-gracias-al-marketing-conectado\/\" aria-label=\"El cliente en el centro gracias al marketing conectado\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-start\">\n                                <div class=\"card-tag\">Point of view<\/div>\n                                <h3 class=\"card-title\">El cliente en el centro gracias al marketing conectado<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/themes\/capgemini2020\/assets\/images\/capgemini-white.svg\" alt=\"capgemini\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <div class=\"col-12 col-md-6 col-lg-4\">\n                           <a href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/una-nueva-guia-para-directores-de-marketing\/\" aria-label=\"Una nueva gu\u00eda para Directores de M\u00e1rketing\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-center\">\n                                <div class=\"card-tag\">ÎÚÑ»´«Ã½ Research Institute<\/div>\n                                <h3 class=\"card-title\">Una nueva gu\u00eda para Directores de M\u00e1rketing<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/themes\/capgemini2020\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <div class=\"col-12 col-lg-4 d-md-none d-lg-block\"><\/div><\/div>\n                    <\/div><\/div><\/section>\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\"><h2 data-maxlength=\"34\" class=\"people-heading-title\">Conoce a nuestra experta<\/h2><\/div><\/div><div class=\"slider slider-boxed\"><div class=\"container\"><div class=\"slider-window\"><div class=\"slider-list\">\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\/2023\/10\/laura_ferrer.jpg\" alt=\"Laura Ferrer\"\/>\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\/laura-ferrer-montiel-71938011\/\"><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\">Laura Ferrer<\/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>VP &#8211; 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En este informe analizamos los retos y perspectivas del modelo comercial digital en la venta de autom\u00f3viles.<\/p>\n","protected":false},"author":452,"featured_media":550102,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"4fd10d97-e502-4435-9c25-1e0da1585c4a\",\"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,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":46,"primary_term":"","featured_focal_points":""},"tags":[113],"research-and-insight-type":[338],"theme":[46],"brand":[164,486],"service":[163,45],"industry":[25],"partners":[],"content-group":[],"class_list":["post-549990","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","tag-automocion","research-and-insight-type-report","theme-customer-first","brand-capgemini-invent","brand-frog","service-customer-experience","service-customer-experience-customer-first","industry-automotive"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Acelerando la experiencia digital de compra en Automoci\u00f3n | ÎÚÑ»´«Ã½ Invent Espa\u00f1a<\/title>\n<meta name=\"description\" content=\"La venta online lleva m\u00e1s de una d\u00e9cada siendo un reto para el sector de automoci\u00f3n. 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