{"id":18659,"date":"2018-08-01T00:00:00","date_gmt":"2018-07-31T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/customer-journey-que-es-i-com-afecta-el-nostre-ecommerce\/"},"modified":"2018-08-01T00:00:00","modified_gmt":"2018-07-31T22:00:00","slug":"customer-journey-que-es-i-com-afecta-el-nostre-ecommerce","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/customer-journey-que-es-i-com-afecta-el-nostre-ecommerce\/","title":{"rendered":"Customer Journey: qu\u00e8 \u00e9s i com afecta el nostre eCommerce?"},"content":{"rendered":"<p>\u00daltimament es parla molt del <strong>Customer Journey<\/strong> i de la import\u00e0ncia que t\u00e9 en l\u2019estrat\u00e8gia de m\u00e0rqueting online. Per\u00f2 qu\u00e8 \u00e9s i com afecta el nostre eCommerce? A continuaci\u00f3 detallo alguns conceptes clau per entendre\u2019n millor el funcionament i com pot afectar el nostre negoci online.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-10229 size-full\" title=\"customer journey\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/architecture-1837176_960_720.jpg\" alt=\"\" width=\"960\" height=\"719\" \/><\/p>\n<h3><span style=\"color: #333333;\">Qu\u00e8 \u00e9s el Customer Journey?<\/span><\/h3>\n<p>El <strong>Customer Journey o Buyer Journey<\/strong> \u00e9s el cam\u00ed que recorre un client, a trav\u00e9s dels diferents punts de contacte (touchpoints), durant el proc\u00e9s de compra.<br \/>\nTot negoci o empresa t\u00e9 un Customer Journey que necessita con\u00e8ixer perfectament per poder millorar el proc\u00e9s i obtenir m\u00e9s ingressos. Aix\u00f2 ens permet monitorar el comportament i detectar les necessitats i els problemes que tenen els clients durant el proc\u00e9s de compra.<br \/>\nPel que fa a l\u2019entorn online, per <strong>millorar la conversi\u00f3 i potenciar les vendes<\/strong>, cal crear un Customer Journey per a cadascun dels productes i serveis que ofereix l\u2019empresa.<\/p>\n<p class=\"curiosidad\"><strong>Definir el Customer Journey \u00e9s fonamental per a l\u2019estrat\u00e8gia de m\u00e0rqueting online.<\/strong><\/p>\n<h3><span style=\"color: #333333;\">Fases d\u2019un Customer Journey<\/span><\/h3>\n<p>Hi ha 4 fases ben definides:<\/p>\n<h4><span style=\"color: #333333;\"><strong>#1 Atraure<\/strong><\/span><\/h4>\n<p>Vol dir <strong>atraure tr\u00e0nsit<\/strong> cap a la botiga.<br \/>\nHi ha diferents opcions:<\/p>\n<ul>\n<li>Estrat\u00e8gia SEO a mitj\u00e0-llarg termini<\/li>\n<li>Fer campanyes de Google Ads i Social Ads<\/li>\n<li>Accions d\u2019email m\u00e0rqueting<\/li>\n<li>Social media<\/li>\n<li>M\u00e0rqueting d\u2019afiliaci\u00f3<\/li>\n<li>M\u00e0rqueting de continguts<\/li>\n<\/ul>\n<p>El m\u00e9s important \u00e9s <strong>mesurar els resultats<\/strong> de cadascun dels canals d\u2019adquisici\u00f3 per con\u00e8ixer-ne la taxa de conversi\u00f3 i el ROI.<br \/>\nD\u2019aquesta manera podrem <strong>optimitzar el nostre pressupost de m\u00e0rqueting online<\/strong> i prioritzar els canals que ens ofereixin un millor ROI i s\u2019adaptin a la nostra estrat\u00e8gia per complir els objectius establerts.<\/p>\n<h4><span style=\"color: #333333;\"><strong>#2 Conv\u00e8ncer<\/strong><\/span><\/h4>\n<p>Un cop tenim el client a la nostra botiga, l\u2019hem de conv\u00e8ncer dels <strong>avantatges i beneficis de comprar al nostre web<\/strong> i no a la compet\u00e8ncia.<br \/>\nHi ha molts elements que l\u2019usuari pot tenir en compte a l\u2019hora de decidir la compra: qualitat dels productes, preu, atenci\u00f3 al client, seguretat, opcions i costos d\u2019enviament, mitjans de pagament, comentaris i valoracions d\u2019altres clients, servei postvenda, garanties, entre d\u2019altres.<br \/>\nDes del punt de vista del web, caldr\u00e0 treballar de manera professional els llistats, les fitxes de producte i les landings que s\u2019utilitzin per a les campanyes.<\/p>\n<h4><span style=\"color: #333333;\"><strong>#3 Vendre<\/strong><\/span><\/h4>\n<p>\u00c9s possiblement la fase m\u00e9s rellevant, ja que en un eCommerce <strong>la conversi\u00f3 \u00e9s el principal objectiu del negoci<\/strong>.<br \/>\nPer aconseguir-ho, \u00e9s important utilitzar algunes eines o estrat\u00e8gies: recomanaci\u00f3 de productes per a cross selling i up selling (home, fitxa i checkout), recuperaci\u00f3 de cistelles abandonades, retargeting on site i off site, remarketing, xat d\u2019atenci\u00f3 al client, oferir moltes opcions de mitjans de pagament i m\u00e8todes d\u2019enviament (domicili, recollida a botiga, punts de recollida), etc.<br \/>\nEn aquesta fase es poden treballar i implementar estrat\u00e8gies de behavioral targeting i marketing automation, que permetran optimitzar la conversi\u00f3 gr\u00e0cies al coneixement de l\u2019usuari en funci\u00f3 del seu comportament i de les transaccions realitzades.<\/p>\n<h4><span style=\"color: #333333;\"><strong>#4 Fidelitzar<\/strong><\/span><\/h4>\n<p>Un cop hem aconseguit que el client compri a la nostra botiga, li hem de donar un <strong>tracte personalitzat perqu\u00e8 torni a comprar m\u00e9s vegades al llarg del temps<\/strong>.<br \/>\nEs poden implementar estrat\u00e8gies de fidelitzaci\u00f3: membership, vals de descompte, premis per compra, descomptes especials, beneficis per recomanaci\u00f3, etc.<br \/>\nEn aquesta fase s\u00f3n molt importants l\u2019estrat\u00e8gia d\u2019email m\u00e0rqueting i el <a href=\"https:\/\/trilogi.com\/blog\/ca\/avantatges-del-marketing-automation-per-al-teu-ecommerce\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing automation<\/a>.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-10234 size-full\" title=\"customer journey map\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/6PdCR.jpg\" alt=\"\" width=\"750\" height=\"327\" \/><\/p>\n<h3><span style=\"color: #333333;\">Qu\u00e8 \u00e9s el Customer Journey Map?<\/span><\/h3>\n<p>El <strong>Customer Journey Map<\/strong> \u00e9s una eina de <strong>Design Thinking<\/strong> que permet incorporar en un mapa cadascuna de les interaccions i dels punts de contacte del client amb l\u2019empresa durant tot el proc\u00e9s de compra.<br \/>\nEns ofereix la possibilitat de desenvolupar una bona experi\u00e8ncia per als clients i descobrir les millors accions d\u2019atracci\u00f3, conversi\u00f3 i fidelitzaci\u00f3 per augmentar les vendes i el volum de negoci.<br \/>\nDit d\u2019una altra manera, \u00e9s un diagrama que <strong>descriu les interaccions d\u2019un client amb l\u2019empresa des de la fase d\u2019atracci\u00f3 fins a la de fidelitzaci\u00f3<\/strong>.<br \/>\nAquest mapa busca empatitzar al m\u00e0xim amb el client per saber com satisfer-ne les necessitats en cadascuna de les fases de contacte amb l\u2019empresa, i permet seleccionar les millors accions en cada fase.<\/p>\n<h3><span style=\"color: #333333;\">Passos per dissenyar un Customer Journey Map<\/span><\/h3>\n<p>No hi ha un model \u00fanic per crear un Customer Journey Map, ja que cada producte o servei t\u00e9 un cicle de vida diferent per al client.<br \/>\nEls passos que es detallen a continuaci\u00f3 s\u00f3n els m\u00e9s recomanats de manera gen\u00e8rica, per\u00f2 caldr\u00e0 adaptar-los a les necessitats de cada cas.<\/p>\n<h4><span style=\"color: #333333;\"><strong>#1 Recerca<\/strong><\/span><\/h4>\n<p>El primer que hem de fer \u00e9s <strong>con\u00e8ixer a fons el nostre client<\/strong>. Saber a qui s\u2019adre\u00e7a el nostre producte o servei, tant pel que fa a dades estrictament personals i demogr\u00e0fiques (edat, sexe, on viu) com pel que fa a aspectes relacionats amb els sentiments i les emocions (motivacions, comportament, h\u00e0bits, gustos, necessitats, prefer\u00e8ncies, etc.).<br \/>\nPer fer-ho, hem de definir qui \u00e9s i aconseguir totes les dades possibles per construir el nostre buyer persona. Si el client no est\u00e0 ben definit, l\u2019experi\u00e8ncia d\u2019usuari que es dissenyi no ens servir\u00e0.<br \/>\nLa informaci\u00f3 es pot recopilar de diferents maneres:<\/p>\n<ul>\n<li>Recerca online<br \/>\nAn\u00e0lisi de xarxes socials per con\u00e8ixer-ne el comportament (gustos, comentaris, manera de relacionar-se, activitat, amistats, continguts que els agraden, etc.).<\/li>\n<li>Recerca personalitzada<br \/>\nEntrevistes i enquestes a clients.<br \/>\nHi ha diferents tipus d\u2019enquestes que surten del format habitual, ja que en molts casos es pot assumir que el client no sap el que vol o no ens transmetr\u00e0 el que realment sent. Amb tota la informaci\u00f3 recollida i classificada, es passa al pas seg\u00fcent.<\/li>\n<\/ul>\n<h4><span style=\"color: #333333;\"><strong>#2 Definici\u00f3 del buyer persona<\/strong><\/span><\/h4>\n<p>Un cop recollida, classificada i analitzada la informaci\u00f3 del primer pas, cal <strong>definir una imatge del client que ens serveixi de base per treballar<\/strong>.<br \/>\nDefinir el buyer persona \u00e9s sintetitzar en una s\u00e8rie de caracter\u00edstiques els trets m\u00e9s importants del nostre client ideal (informaci\u00f3 demogr\u00e0fica, comportament, necessitats i motivacions).<br \/>\nEl buyer persona \u00e9s un dels aspectes m\u00e9s importants de l\u2019inbound marketing.<\/p>\n<h4><span style=\"color: #333333;\"><strong>#3 Planificaci\u00f3 de les fases<\/strong><\/span><\/h4>\n<p>\u00c9s important analitzar les diferents fases del proc\u00e9s i saber quines necessiten intervenci\u00f3.<\/p>\n<h4><span style=\"color: #333333;\"><strong>#4 Pla d\u2019acci\u00f3<\/strong><\/span><\/h4>\n<p>Un cop definits el buyer persona i les fases, \u00e9s hora de passar a l\u2019acci\u00f3 per millorar tots els aspectes necessaris perqu\u00e8 l\u2019usuari se senti segur i satisfet durant tot el proc\u00e9s de compra.<\/p>\n<p class=\"cuidado\">Si el client o buyer persona no est\u00e0 ben definit, l\u2019experi\u00e8ncia d\u2019usuari que es dissenyi no ens servir\u00e0.<\/p>\n<h3><span style=\"color: #333333;\">Un exemple de Customer Journey Map<\/span><\/h3>\n<p>En un estudi recent de Google als EUA es va constatar que nom\u00e9s el 13% del pressupost invertit en mitjans directes es destina a publicitat m\u00f2bil. Molts recursos i continguts utilitzats en publicitat digital no estan optimitzats per a tel\u00e8fons m\u00f2bils.<br \/>\n\u00c9s una q\u00fcesti\u00f3 de gran import\u00e0ncia que cal tenir en compte per modificar i optimitzar les nostres campanyes i accions en funci\u00f3 del nostre buyer persona.<br \/>\nPer entendre-ho millor, detallar\u00e9 un exemple de Customer Journey Map d\u2019un client que vol comprar unes sabates.<\/p>\n<h4><span style=\"color: #333333;\"><strong>#1 Etapes <\/strong><\/span><\/h4>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Coneixement<\/li>\n<li>Consideraci\u00f3<\/li>\n<li>Adquisici\u00f3 \/ Compra<\/li>\n<li>Servei<\/li>\n<li>Fidelitzaci\u00f3<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h4><span style=\"color: #333333;\"><strong>#2 Passos detallats <\/strong><\/span><\/h4>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>T\u00e9 la intenci\u00f3 de comprar sabates<\/li>\n<li>Fa clic en anuncis i accedeix a la landing page<\/li>\n<li>Navega per la botiga online<\/li>\n<li>Va al checkout<\/li>\n<li>Compra i accedeix a la p\u00e0gina d\u2019agra\u00efment<\/li>\n<li>Espera l\u2019enviament i les notificacions de l\u2019estat de la comanda<\/li>\n<li>Rep la compra<\/li>\n<li>Es prova les sabates i la talla no \u00e9s correcta<\/li>\n<li>Vol tornar les sabates per\u00f2 no ent\u00e9n el proc\u00e9s<\/li>\n<li>Truca al tel\u00e8fon d\u2019atenci\u00f3 al client<\/li>\n<li>Fa el proc\u00e9s de devoluci\u00f3 del producte<\/li>\n<li>Espera la confirmaci\u00f3 de la devoluci\u00f3<\/li>\n<li>Espera el reemborsament del pagament<\/li>\n<li>Rep un correu electr\u00f2nic de valoraci\u00f3<\/li>\n<li>Valora l\u2019experi\u00e8ncia<\/li>\n<li>Utilitza un cup\u00f3 de 10 \u20ac en una nova compra<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h4><span style=\"color: #333333;\"><strong>#3 Punts de contacte (touchpoints)<\/strong><\/span><\/h4>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Anuncis<\/li>\n<li>e-Shop<\/li>\n<li>Blog<\/li>\n<li>B\u00e0ner<\/li>\n<li>Newsletter<\/li>\n<li>Landing page<\/li>\n<li>Formulari<\/li>\n<li>Fitxa de producte<\/li>\n<li>APP<\/li>\n<li>e-Shop<\/li>\n<li>P\u00e0gina de categoria<\/li>\n<li>Fitxa de producte<\/li>\n<li>Cistella de la compra<\/li>\n<li>Inici de sessi\u00f3 \/ registre<\/li>\n<li>Formulari<\/li>\n<li>Mitjans de pagament<\/li>\n<li>Tipus d\u2019enviament<\/li>\n<li>P\u00e0gina d\u2019agra\u00efment<\/li>\n<li>Actualitzaci\u00f3 i informaci\u00f3 de l\u2019estat de l\u2019enviament<\/li>\n<li>Inici de sessi\u00f3 web<\/li>\n<li>Embalatge<\/li>\n<li>Factura<\/li>\n<li>Comanda<\/li>\n<li>Producte<\/li>\n<li>e-Shop<\/li>\n<li>Preguntes freq\u00fcents<\/li>\n<li>Termes i condicions<\/li>\n<li>Atenci\u00f3 al client<\/li>\n<li>Embalatge<\/li>\n<li>Etiqueta de devoluci\u00f3<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h4><span style=\"color: #333333;\"><strong>#4 Departaments de l\u2019empresa i prove\u00efdors que hi intervenen<\/strong><\/span><\/h4>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>M\u00e0rqueting \/ M\u00e0rqueting online<\/li>\n<li>Disseny \/ Continguts<\/li>\n<li>Gesti\u00f3 de l\u2019e-Shop<\/li>\n<li>Gesti\u00f3 de producte<\/li>\n<li>Administraci\u00f3 \/ Comptabilitat<\/li>\n<li>Legal<\/li>\n<li>Prove\u00efdors de mitjans de pagament<\/li>\n<li>Prove\u00efdors log\u00edstics<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>A <a href=\"https:\/\/trilogi.com\/ca\/\" target=\"_blank\" rel=\"noopener noreferrer\">TLG Commerce<\/a> oferim una \u00e0mplia varietat de serveis de <a href=\"https:\/\/trilogi.com\/marketing-ecommerce\/\" target=\"_blank\" rel=\"noopener noreferrer\">m\u00e0rqueting online<\/a> i tenim un equip multidisciplinari de professionals altament qualificats.<br \/>\nSi necessites assessorament o informaci\u00f3 addicional, no dubtis a posar-te en <a href=\"https:\/\/trilogi.com\/crear-tienda-web-contacto\/\" target=\"_blank\" rel=\"noopener noreferrer\">contacte<\/a> amb nosaltres: estarem encantats d\u2019ajudar-te.<\/p>\n<p>Imatges: <a href=\"https:\/\/pixabay.com\" target=\"_blank\" rel=\"noopener noreferrer\">Pixabay<\/a>, <a href=\"https:\/\/www.brightvessel.com\" target=\"_blank\" rel=\"noopener noreferrer\">Bright Vessel<\/a>, <a href=\"https:\/\/m4comm.com\" target=\"_blank\" rel=\"noopener noreferrer\">M4Comm<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00daltimament es parla molt del Customer Journey i de la import\u00e0ncia que t\u00e9 en l\u2019estrat\u00e8gia de m\u00e0rqueting online. Per\u00f2 qu\u00e8 \u00e9s i com afecta el nostre eCommerce? A continuaci\u00f3 detallo alguns conceptes clau per entendre\u2019n millor el funcionament i com pot afectar el nostre negoci online. Qu\u00e8 \u00e9s el Customer Journey? El Customer Journey o [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":13163,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1727],"tags":[1605,935,937,1057,941,949,945,955],"class_list":["post-18659","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing","tag-ads","tag-e-commerce","tag-ecommerce","tag-email-marqueting-ecommerce","tag-marqueting","tag-marqueting-online","tag-seo","tag-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Customer Journey: qu\u00e8 \u00e9s i com afecta el nostre eCommerce? | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"\u00daltimament es parla molt del Customer Journey i de la import\u00e0ncia que t\u00e9 en l\u2019estrat\u00e8gia de m\u00e0rqueting online. 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