{"id":33303,"date":"2026-10-06T09:02:00","date_gmt":"2026-10-06T12:02:00","guid":{"rendered":"https:\/\/sergiolapegue.com\/site\/?p=33303"},"modified":"2026-09-29T11:24:51","modified_gmt":"2026-09-29T14:24:51","slug":"el-customer-journey-en-la-era-del-cliente-real","status":"publish","type":"post","link":"https:\/\/sergiolapegue.com\/site\/2026\/10\/06\/el-customer-journey-en-la-era-del-cliente-real\/","title":{"rendered":"El Customer Journey en la era del Cliente REAL"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Las personas ya no avanzan en l\u00ednea recta hacia una compra: investigan, comparan, dudan, validan, se van y vuelven. Entender c\u00f3mo decide el cliente que realmente tenemos (y no el que imaginamos) es el punto de partida para construir estrategias de marketing capaces de acompa\u00f1arlo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Durante a\u00f1os hemos generado estrategias alrededor del cliente ideal. Pero hoy, los datos, el comportamiento y los m\u00faltiples puntos de contacto que existen nos permiten hacer algo mucho m\u00e1s poderoso: observar al cliente REAL y reconstruir el camino que verdaderamente recorre para tomar una decisi\u00f3n. En este contexto, el nuevo rol de las marcas no es empujar hacia la compra, sino acompa\u00f1ar la decisi\u00f3n de la manera m\u00e1s eficiente posible. Es por esto que el marketing moderno no deber\u00eda dise\u00f1ar el camino del consumidor, deber\u00eda prever c\u00f3mo acompa\u00f1arlo mientras \u00e9l construye su propio camino.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hist\u00f3ricamente, hemos aprendido a definir a nuestro cliente ideal. Le pusimos nombre, edad, profesi\u00f3n, intereses, nivel socioecon\u00f3mico y hasta imaginamos qu\u00e9 hac\u00eda en su tiempo libre. \u201cCarolina tiene 38 a\u00f1os, vive en una gran ciudad, trabaja de manera independiente, hace yoga por la ma\u00f1ana y consume contenido en Instagram\u201d, y con esa construcci\u00f3n intent\u00e1bamos entender a qui\u00e9n venderle, nuestro buyer persona. El problema es que Carolina quiz\u00e1s nunca existi\u00f3, quiz\u00e1 solo fue una hip\u00f3tesis o, al menos, no se comporta exactamente como la imaginamos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hoy tenemos la posibilidad de dejar de construir nuestras estrategias alrededor de un cliente imaginario, para empezar a observar al cliente REAL, la persona que efectivamente llega, pregunta, compara, duda, abandona, vuelve, compra, recomienda o decide no hacerlo. No es una hip\u00f3tesis, es el consumidor entreg\u00e1ndonos evidencia de su comportamiento frente a nuestra marca.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Y cuando empezamos a observar a ese cliente, m\u00e1s genuino y cercano, aparece algo todav\u00eda m\u00e1s interesante: su camino hacia la compra es bastante menos ordenado y predecible de lo que nos hab\u00edamos planteado.De hecho, normalmente representamos el proceso de compra como una secuencia sencilla que involucra que nos descubran, que nos consideren (conf\u00eden en nosotros) y nos compren. El embudo cl\u00e1sico.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Es un modelo \u00fatil para ordenar una estrategia desde el lado de la empresa, pero alcanza con observar nuestro propio comportamiento como consumidores para descubrir que rara vez tomamos decisiones de una manera tan prolija.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00bfY si ese recorrido en realidad hoy es din\u00e1mico, fragmentado y profundamente influenciado por los distintos puntos de contacto que aparecen antes de una decisi\u00f3n?<br>Entramos a un perfil en redes sociales, miramos algunos posteos, buscamos el producto en Google, leemos opiniones, nos parece caro, nos vamos. Vemos que alguien que seguimos recomienda la marca, volvemos, y reci\u00e9n entonces compramos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">All\u00ed aparece este an\u00e1lisis superior que necesitamos hacer cuando el cliente hipot\u00e9tico deja de vivir solo en nuestro anotador y salta a la vida real: el Customer Journey, que no es el camino que queremos que haga el consumidor, es el camino que realmente hace.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Es la herramienta actual clave que nos permite hacer el ejercicio inverso: entender el recorrido que ya est\u00e1 haciendo una persona para poder acompa\u00f1arlo mejor. Cuando logramos reconstruir ese paso a paso (escuchando, investigando, analizando), &nbsp;aparece la siguiente pregunta \u00bfcu\u00e1les son los puntos de contacto que deber\u00edamos trabajar?<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"661\" src=\"https:\/\/sergiolapegue.com\/site\/wp-content\/uploads\/2026\/09\/customer01-1024x661.jpg\" alt=\"\" class=\"wp-image-33306\" srcset=\"https:\/\/sergiolapegue.com\/site\/wp-content\/uploads\/2026\/09\/customer01-1024x661.jpg 1024w, https:\/\/sergiolapegue.com\/site\/wp-content\/uploads\/2026\/09\/customer01-300x193.jpg 300w, https:\/\/sergiolapegue.com\/site\/wp-content\/uploads\/2026\/09\/customer01-767x495.jpg 767w, https:\/\/sergiolapegue.com\/site\/wp-content\/uploads\/2026\/09\/customer01-1536x991.jpg 1536w, https:\/\/sergiolapegue.com\/site\/wp-content\/uploads\/2026\/09\/customer01-2048x1322.jpg 2048w, https:\/\/sergiolapegue.com\/site\/wp-content\/uploads\/2026\/09\/customer01-324x209.jpg 324w, https:\/\/sergiolapegue.com\/site\/wp-content\/uploads\/2026\/09\/customer01-696x449.jpg 696w, https:\/\/sergiolapegue.com\/site\/wp-content\/uploads\/2026\/09\/customer01-1068x689.jpg 1068w, https:\/\/sergiolapegue.com\/site\/wp-content\/uploads\/2026\/09\/customer01-1919x1239.jpg 1919w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Cada instancia en la que una persona se encuentra con una marca, o interact\u00faa con ella, es un punto de contacto. Un anuncio, una b\u00fasqueda en Google, una publicaci\u00f3n en redes sociales, una rese\u00f1a, etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Algunos puntos de contacto nos permiten ser descubiertos; otros ayudan a comprender nuestra propuesta, a resolver una duda o a generar la confianza necesaria para avanzar. Es all\u00ed donde el Customer Journey empieza a conectarse con el Ecosistema Digital que construye una marca, que es desde donde tenemos la oportunidad de trabajar nuestras estrategias de marketing para que sean cada vez m\u00e1s efectivas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El ecosistema aparece cuando los canales de comunicaci\u00f3n utilizados y los puntos de contacto est\u00e1n pensados para acompa\u00f1ar los distintos momentos del recorrido real del consumidor. Si sabemos que antes de comprar nuestro cliente busca opiniones, necesitaremos facilitar esa validaci\u00f3n. Si necesita entender mejor la propuesta, deberemos darle contenido que la explique. Si compara alternativas, tendremos que ayudarlo a comprender nuestro diferencial.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As\u00ed, el Customer Journey nos muestra el recorrido y los puntos de contacto nos revelan los momentos de influencia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por eso,&nbsp;dejo planteada una reflexi\u00f3n final para todos aquellos que est\u00e1n repensando sus negocios: \u00bfQu\u00e9 necesita encontrar mi cliente en cada momento de su decisi\u00f3n y c\u00f3mo puedo estar ah\u00ed para acompa\u00f1arlo?<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"682\" height=\"1024\" src=\"https:\/\/sergiolapegue.com\/site\/wp-content\/uploads\/2026\/09\/Madelen-Rossi-2-682x1024.png\" alt=\"\" class=\"wp-image-33305\" style=\"width:330px;height:auto\" srcset=\"https:\/\/sergiolapegue.com\/site\/wp-content\/uploads\/2026\/09\/Madelen-Rossi-2-682x1024.png 682w, https:\/\/sergiolapegue.com\/site\/wp-content\/uploads\/2026\/09\/Madelen-Rossi-2-200x300.png 200w, https:\/\/sergiolapegue.com\/site\/wp-content\/uploads\/2026\/09\/Madelen-Rossi-2-266x400.png 266w, https:\/\/sergiolapegue.com\/site\/wp-content\/uploads\/2026\/09\/Madelen-Rossi-2-767x1153.png 767w, https:\/\/sergiolapegue.com\/site\/wp-content\/uploads\/2026\/09\/Madelen-Rossi-2-696x1045.png 696w, https:\/\/sergiolapegue.com\/site\/wp-content\/uploads\/2026\/09\/Madelen-Rossi-2.png 1023w\" sizes=\"auto, (max-width: 682px) 100vw, 682px\" \/><figcaption class=\"wp-element-caption\"><em>Por Madel\u00e9n Rossi, publicista y mentora @soymadelenrossi<\/em><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Las personas ya no avanzan en l\u00ednea recta hacia una compra: investigan, comparan, dudan, validan, se van y vuelven. Entender c\u00f3mo decide el cliente que realmente tenemos (y no el que imaginamos) es el punto de partida para construir estrategias de marketing capaces de acompa\u00f1arlo. Durante a\u00f1os hemos generado estrategias alrededor del cliente ideal. Pero [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":33304,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[1290,388,5026,973,5027],"class_list":["post-33303","post","type-post","status-publish","format-standard","has-post-thumbnail","category-actualidad","tag-cliente","tag-compra","tag-customer","tag-investigar","tag-journey"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El Customer Journey en la era del Cliente REAL - Sergio Lapegue<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sergiolapegue.com\/site\/2026\/10\/06\/el-customer-journey-en-la-era-del-cliente-real\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El Customer Journey en la era del Cliente REAL - Sergio Lapegue\" \/>\n<meta property=\"og:description\" content=\"Las personas ya no avanzan en l\u00ednea recta hacia una compra: investigan, comparan, dudan, validan, se van y vuelven. Entender c\u00f3mo decide el cliente que realmente tenemos (y no el que imaginamos) es el punto de partida para construir estrategias de marketing capaces de acompa\u00f1arlo. Durante a\u00f1os hemos generado estrategias alrededor del cliente ideal. 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