En este artículo, profundizaremos en lo que significa una experiencia omnicanal para tus clientes y por qué es tan importante. También compartiremos algunos de nuestros ejemplos favoritos de estrategias de automatización de marketing omnicanal de las marcas más queridas del mundo. Puedes usar esta publicación para guiar, revisar e inspirar tu estrategia de marketing omnicanal en el futuro.
¿Qué es una experiencia omnicanal para los clientes?
Comencemos definiendo exactamente lo que queremos decir con una «experiencia omnicanal para los clientes». Una experiencia omnicanal para los clientes se refiere a un enfoque fluido e integrado para las interacciones con el cliente a través de múltiples canales y puntos de contacto para mejorar el compromiso omnicanal del cliente.
El objetivo es proporcionar una experiencia unificada y consistente independientemente de los canales que los clientes utilicen para interactuar con un negocio. Estos canales pueden incluir plataformas en línea y fuera de línea como sitios web, aplicaciones móviles, redes sociales, correo electrónico, llamadas telefónicas y tiendas físicas.
Hay cinco características clave de una experiencia omnicanal, estas son:
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Consistencia: Los clientes deben experimentar un mensaje consistente, branding y nivel de servicio en todos los canales. Es importante asegurarse de que tus campañas omnicanal sean consistentes, ya que esto ayuda a construir confianza y refuerza la imagen de tu marca.
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Integración: Las estrategias omnicanal implican integrar diversos canales y sistemas para permitir una comunicación y intercambio de datos fluidos. Esto permite a los clientes transitar entre canales sin interrupciones.
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Fluidez: Los clientes deben poder cambiar entre canales sin esfuerzo, sin perder el contexto o tener que repetir información. Por ejemplo, un cliente que comienza su experiencia de compra en tu sitio web debe poder continuar esa experiencia en el móvil sin empezar de nuevo.
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Personalización: Las experiencias omnicanal aprovechan los datos y análisis de los clientes para proporcionar experiencias personalizadas. Esta personalización puede incluir recomendaciones adaptadas, promociones dirigidas y una mejor comprensión de las preferencias del cliente. Para hacer esto, necesitas asegurarte de tener software de personalización avanzado en tu conjunto de tecnología de marketing.
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Mapeo del recorrido del cliente: Comprender el recorrido del cliente a través de varios puntos de contacto es esencial para ofrecer una experiencia omnicanal fluida. Esto implica identificar interacciones clave y optimizarlas para una mejor experiencia general del cliente.
Diferencia entre omnicanal y multicanal: ¿cuál es mejor para tu estrategia?
Las experiencias omnicanal y multicanal implican interactuar con los clientes a través de múltiples canales, pero difieren en su enfoque e integración.
Las estrategias omnicanal priorizan un recorrido del cliente unificado, enfatizando transiciones sin problemas y consistencia en todos los puntos de contacto. Esto implica compartir datos en tiempo real, comunicación integrada y una visión holística de la experiencia del cliente.
En contraste, los enfoques multicanal pueden operar canales de forma independiente, careciendo de una estrategia cohesiva para garantizar la consistencia. Cada canal puede funcionar como una vía distinta, y la experiencia del cliente puede variar en las plataformas.
Si bien ambos enfoques implican aprovechar diversos canales, las estrategias omnicanal buscan integración, consistencia y un enfoque centrado en el cliente, mientras que los enfoques multicanal pueden carecer del mismo nivel de cohesión y enfoque.
3 beneficios clave de la experiencia omnicanal en marketing
¿Por qué deberías construir una experiencia omnicanal para tus campañas de marketing? ¿Cuáles son los beneficios? Vamos a profundizar…
- Ofrecer una experiencia de cliente mejorada
Las estrategias omnicanal proporcionan una experiencia de cliente fluida y consistente en varios canales. Esta cohesión construye confianza y lealtad, ya que los clientes reciben contenido y mensajes personalizados, fomentando una interacción más satisfactoria y atractiva, sea cual sea el canal en el que se relacionen contigo.
- Puedes aumentar el engagement y la lealtad
El marketing omnicanal aumenta la participación del cliente al llegar a las audiencias a través de los canales preferidos. Una presencia unificada en las plataformas permite respuestas en tiempo real, adaptando los mensajes de marketing a diferentes contextos. Esta mayor participación conduce a una mayor lealtad del cliente y relaciones positivas a largo plazo.
- Puedes optimizar el uso de datos
Las estrategias omnicanal aprovechan datos integrados para obtener información sobre el comportamiento del cliente. Estos datos exhaustivos permiten a los especialistas en marketing refinar las campañas en función de una comprensión holística del recorrido del cliente. El uso mejorado de los datos mejora la segmentación y personalización, y proporciona información valiosa para campañas de marketing más ágiles, efectivas y relevantes.
¿Te preguntas cómo hacer la integración omnicanal?
No busques más. La integración omnicanal implica alinear y sincronizar varios canales y puntos de contacto para crear una experiencia de cliente fluida y unificada. Aquí te explicamos cómo abordar la integración omnicanal:
Usa un CDP para integrar datos y activar recorridos omnicanal
Implementa sistemas que permitan compartir datos en tiempo real entre canales. Esto implica integrar datos de clientes de diversas fuentes como plataformas en línea, tiendas físicas, aplicaciones móviles y atención al cliente. Una base de datos centralizada de clientes permite una visión consistente de la información del cliente en todos los puntos de contacto.
La plataforma de marketing omnicanal de Insider One se integra perfectamente con tu pila tecnológica existente para rastrear cada interacción, brindándote el poder de construir perfiles de usuario completos y segmentar clientes en recorridos que van más allá de la personalización básica. Insider One une cada interacción del cliente para construir una imagen clara de sus comportamientos, intereses, necesidades y preferencias tanto en línea como fuera de línea, todo en una sola plataforma accionable.
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“Insider One ofrece una plataforma de datos de clientes de primera categoría que impulsa nuestras campañas de marketing. El CDP consolida datos de múltiples fuentes y permite recorridos efectivos de clientes entre canales.» — CX Specialist.
Lee más reseñas de clientes satisfechos en G2.
Implementa comunicación omnicanal personalizada a escala con IA
Una vez que hayas consolidado todos tus datos en un CDP accionable, puedes habilitar una comunicación sin problemas entre canales. Los perfiles de cliente altamente enriquecidos de Insider One te permiten servir a tu audiencia con contenido personalizado y recomendaciones omnicanal basadas en su comportamiento, probabilidad predicha de compra, etapa del ciclo de vida del cliente, valor de por vida, comportamiento de compra pasado, elementos agregados a la lista de deseos, y más.
Insider One ayuda a las marcas a ser detallistas con más de 120 atributos diferentes para entregar mensajes hiperpersonalizados que realmente resuenan, de manera consistente y a escala.
Analiza y mejora
Utiliza las analíticas integradas de Insider One para rastrear el comportamiento del cliente en todos los canales, monitorear los indicadores clave de rendimiento (KPI) y utilizar datos para tomar decisiones informadas sobre estrategias de marketing, preferencias del cliente y efectividad general del canal.
El panorama empresarial y los comportamientos de los clientes evolucionan, por lo que es importante actualizar y adaptar regularmente tu estrategia omnicanal. Mantente al tanto de las tecnologías emergentes y las tendencias de la industria para mantenerte a la vanguardia.
Architect: la herramienta para una experiencia omnicanal 360º
Architect, la herramienta de orquestación de viajes del cliente de Insider One, capacita a las marcas para construir experiencias personalizadas, oportunas y relevantes uno a uno en cada punto de contacto con el cliente. Desde el mapeo de viajes hasta la automatización de comunicaciones y la conexión de canales, puedes hacerlo todo con Architect, una plataforma unificada basada en lienzo, diseñada por marketers para marketers.
Ya sea que tus clientes estén navegando en línea, chateando en WhatsApp, desplazándose por Instagram o revisando sus correos electrónicos, la solución de orquestación de viajes con IA de Insider One te ayuda a alcanzarlos donde sea que estén, en el momento adecuado con el mensaje correcto en el canal adecuado.
El constructor de viajes del cliente omnicanal de Insider One facilita la tarea de deleitar a los clientes. Los marketers pueden elegir entre más de 70 plantillas de viaje del cliente aprobadas por marketers según su caso de uso, objetivo comercial, industria y canal para ofrecer automatización de marketing omnicanal a escala. La plataforma fácil de usar les permite construir viajes de cliente atractivos en unos pocos clics rápidos y luego realizar pruebas A/B en cada mensaje para optimizar su estrategia de viaje del cliente y generar más ingresos.
Los mejores ejemplos de experiencia omnicanal
Proporcionar una experiencia de cliente fluida a través de múltiples canales es fundamental para el éxito de las marcas minoristas. Los siguientes tres ejemplos de experiencias omnicanal muestran cómo la consolidación efectiva de datos (con un CDP como Insider One), combinada con un enfoque centrado en el cliente, puede ayudar a establecer nuevos estándares en la industria.
Aquí están los tres mejores ejemplos de experiencias omnicanal donde la integración, la consistencia y el compromiso personalizado redefinen las interacciones con el cliente para impulsar grandes resultados.
- Slazenger
Slazenger buscaba una solución de experiencia omnicanal para interactuar mejor con sus clientes y mejorar el ROI de su pila tecnológica de marketing. Después de investigar en línea y leer historias de éxito de otras marcas con Insider One, sabían que la plataforma sería la adecuada, garantizando la satisfacción del socio, el soporte técnico disponible y excelentes resultados.
El equipo de ecommerce de Slazenger tenía un objetivo principal: personalizar las experiencias de los clientes a través de los canales al dirigirse a los segmentos correctos de usuarios con mensajes contextuales y relevantes.
La avanzada plataforma y características omnicanal de Insider One fueron un cambio de juego para ayudar al equipo a lograr este objetivo. Utilizando la solución de marketing omnicanal de Insider One, Architect, Slazenger involucró a los compradores con mensajes contextuales sobre productos en los que ya habían expresado interés.
Al enviar notificaciones de reducción de precios y recordatorios de carrito sobre estos productos en varios canales de manera consistente, lograron un ROI de 49 veces en tan solo dos meses.
- Mac Cosmetics
MAC Cosmetics buscaba mejorar el abandono de carritos en su sitio web y deseaba una solución para hacer seguimiento a los compradores abandonados y animarlos a completar sus compras. Architect de Insider One, un constructor de viajes omnicanal impulsado por IA, fue la solución elegida para mejorar el compromiso en varios canales.
Volver a conectar con los clientes que abandonaron sin comprar después de mostrar interés en productos es esencial para aumentar los ingresos. Al consolidar datos del comportamiento del usuario en diferentes canales utilizando el CDP de Insider One, MAC pudo crear viajes de cliente únicos para cada cliente para obtener el máximo impacto y eficiencia. Esto permitió a MAC volver a interactuar con posibles abandonadores de carritos y hacer que compren mostrando recomendaciones de productos personalizadas sobre los artículos que habían abandonado.
Al interactuar tanto en la web de escritorio como en la web móvil, MAC pudo establecer múltiples canales de comunicación para seguir interactuando con sus clientes. Este enfoque omnicanal les ayudó a dirigirse a los clientes con el mensaje adecuado en el momento adecuado y en el canal adecuado, lo que ayudó a aumentar la CVR en un 16.69% en todos los canales.
- NA-KD
Como una de las 20 marcas de más rápido crecimiento en Europa, NA-KD estaba creciendo a un ritmo acelerado… pero su conjunto tecnológico no podía mantenerse al día. Una colección de soluciones puntuales y tecnología interna dejaron sus datos de clientes bloqueados en silos. NA-KD necesitaba un socio tecnológico para ayudar a desbloquear todo el potencial de sus datos de clientes, obtener una vista unificada de cada cliente y crear experiencias personalizadas, individualizadas, en todos los canales.
NA-KD consolidó su conjunto tecnológico de soluciones desconectadas en la solución unificada de Insider One para finalmente lograr una vista de 360 grados de cada cliente. Con Insider One, NA-KD pudo redefinir su estrategia de marketing. Abandonó las campañas tradicionales y el marketing basado en cupones para crear experiencias individualizadas tan únicas como sus clientes. Architect, la herramienta de orquestación de campañas omnicanal de Insider One, permitió a NA-KD ofrecer una CX personalizada y sin fricciones, mostrando productos y contenido relevantes en los canales en los que los clientes desean participar.
“Insider One es líder en marketing de canales no tradicionales, lo que nos ofrece nuevas formas de interactuar con nuestros clientes, en todos los canales. En lugar de campañas basadas en un calendario rígido, nuestras experiencias son ahora tan únicas como nuestros clientes.” — Head of CRM en NA-KD
Por qué las marcas eligen Insider One para impulsar su experiencia omnicanal
Un tercio de las empresas de la lista Fortune 500 y marcas líderes en sectores como retail, automotriz y viajes eligen a Insider One para ofrecer experiencias personalizadas lideradas por IA que superan las expectativas del cliente. Insider One cuenta con la confianza de más de 1200 empresas globales, incluyendo a Singapore Airlines, Estée Lauder, Virgin, Toyota, Adidas, IKEA, GAP, L’Oreal, Samsung, Vodafone, Allianz, Santander, BBVA, Pizza Hut, Newsweek, Coca-Cola, MediaMarkt, Nissan, AVIS, Lenovo, MAC, Marks & Spencer, Madeira Madeira, New Balance, Avon, Burger King y CNN.
Insider One ofrece una amplitud de canales incomparable: desde aplicaciones hasta WhatsApp, correo electrónico y web, los especialistas en marketing no encontrarán este nivel de soporte nativo de canal con ningún otro proveedor. Insider One también ofrece un tiempo de valoración tres veces más rápido que la competencia, con marcas empresariales que obtienen un ROI en menos de seis meses.
Insider One permite a las marcas conectarse, centralizarse y crecer a escala con herramientas que ya conocen y en las que confían. Los especialistas en marketing pueden integrar soluciones en más de 20 categorías (incluyendo CRM, Analítica, Publicidad, Redes Sociales y más) para comenzar a funcionar más rápido que nunca.
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Una excelente [platform] que permite recorridos omnicanal para los clientes. Al utilizar Insider One para todos nuestros canales, ahora tenemos perfiles unificados para nuestros clientes y contamos con una visión detallada de ellos, sus preferencias, comportamiento y más. Hemos podido mejorar nuestra comunicación, contenido y servicio.”
— Domino’s
Más información
¿Quieres saber más sobre cómo la plataforma de experiencia omnicanal de Insider One podría ayudarte a impulsar un mayor crecimiento y construir relaciones más sólidas con los clientes? Reserva una demostración con uno de nuestros expertos hoy mismo. Nos encantaría mostrarte cómo hacemos las cosas aquí.
Preguntas frecuentes
¿Qué es una estrategia omnicanal en marketing?
Una estrategia omnicanal en marketing implica integrar y coordinar de manera fluida las interacciones del cliente a través de varios canales, proporcionando una experiencia unificada y consistente, desde plataformas en línea y aplicaciones móviles hasta tiendas físicas, para mejorar la satisfacción y lealtad del cliente.
¿Qué es la experiencia del cliente omnicanal?
La experiencia del cliente omnicanal es un enfoque integrado y fluido en el que los clientes reciben una interacción coherente y unificada a través de diversos canales—en línea, móvil y en tienda—mejorando la satisfacción a través de un recorrido cohesivo.
¿Por qué es importante la estrategia omnicanal?
La estrategia omnicanal es crucial ya que ofrece una experiencia del cliente fluida y consistente a través de diversos canales, fomentando la satisfacción y la lealtad. Acomoda las diversas preferencias de los clientes, mejora el compromiso y permite a las empresas adaptarse a los comportamientos en evolución de los consumidores en el panorama moderno y multicanal.
¿Cómo crear una experiencia omnicanal?
Para crear una experiencia omnicanal: 1. Comprender el recorrido del cliente. 2. Integrar sistemas de datos para compartir en tiempo real. 3. Habilitar la comunicación entre canales. 4. Mantener una marca consistente. 5. Optimizar para dispositivos móviles. 6. Implementar análisis unificados. 7. Alinear y capacitar equipos. 8. Actualizar y adaptar estrategias regularmente. 9. Priorizar la seguridad y el cumplimiento. 10. Probar e iterar.
¿Cómo personalizar la experiencia omnicanal?
Personalizar la experiencia omnicanal implica aprovechar los datos integrados del cliente para adaptar las interacciones. Utiliza insights de varios canales para comprender preferencias y comportamientos. Implementa mensajes, recomendaciones de productos y ofertas dirigidas. Analiza continuamente los datos para refinar las estrategias de personalización y adaptar el contenido para un recorrido centrado en el cliente y sin interrupciones.
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<meta name="twitter:description" content="Garantiza experiencia omnicanal fluida en 2024. Lee blog para aprender cómo ofrecer coherencia en puntos de contacto digitales." />
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padding:20px !important
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gap: 80px;
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a.insiderone-report-tabs-nav-item {
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width: 100px !important;
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<div class="header-menu-item-dropdown-item-wrapper"><div class="header-menu-item-dropdown-item " style=""><div class="title"><h3>VISIÓN GENERAL</h3></div><ul><li class=""><a class="" href="/es/platform/" target=""><span data-text="Descripción general de la plataforma"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/grid.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/grid-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/grid-hover.svg"></i>Descripción general de la plataforma</span><p data-text="Explora Insider One: todo lo que necesitas, nada de lo que no, todo en un solo lugar.">Explora Insider One: todo lo que necesitas, nada de lo que no, todo en un solo lugar.</p></a></li></ul></div><div class="header-menu-item-dropdown-item " style=""><div class="title"><h3>100+ INTEGRACIONES</h3></div><ul><li class=""><a class="" href="/es/integrations/" target=""><span data-text="Centro de integraciones"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/link.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/link-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/link-hover.svg"></i>Centro de integraciones</span><p data-text="Conecta Insider One con todo tu stack MarTech de forma fácil, segura y al instante">Conecta Insider One con todo tu stack MarTech de forma fácil, segura y al instante</p></a></li></ul></div></div><div class="header-menu-item-dropdown-item " style=""><div class="title"><h3>CAPACIDADES</h3></div><ul><li class=""><a class="" href="/es/ai-overview/" target=""><span data-text="Insider One AI"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/sparkle.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/sparkle-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/sparkle-hover.svg"></i>Insider One AI</span></a></li><li class=""><a class="" href="/es/customer-data-management/" target=""><span data-text="Gestión de datos de clientes"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/database.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/database-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/database-hover.svg"></i>Gestión de datos de clientes</span></a></li><li class=""><a class="" href="/es/ai-personalization/" target=""><span data-text="Personalización"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/tools.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/tools-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/tools-hover.svg"></i>Personalización</span></a></li><li class=""><a class="" href="/es/customer-journey/orchestration/" target=""><span data-text="Orquestación de journeys"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/flow.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/flow-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/flow-hover.svg"></i>Orquestación de journeys</span></a></li><li class=""><a class="" href="/es/reporting-analytics/" target=""><span data-text="Reportes y datos"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/chart.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/chart-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/chart-hover.svg"></i>Reportes y datos</span></a></li><li class=""><a class="indented" href="/es/behavioral-analytics/" target=""><span data-text="Analítica del comportamiento"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/behavioral_analytics.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/behavioral_analytics-dark.svg"><img class="hover-svg" 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src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/chat-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/chat-hover.svg"></i>CX conversacional</span></a></li><li class=""><a class="" href="/es/channels/whatsapp/" target=""><span data-text="WhatsApp"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/wp.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/wp-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/wp-hover.svg"></i>WhatsApp</span></a></li><li class=""><a class="" href="/es/channels/web-push/" target=""><span data-text="Notificaciones Web Push"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/bell.svg"><img class="dark-svg" 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contractual ni costos ocultos.">Migración sin miedo, sin dependencia contractual ni costos ocultos.</p></a></li><li class=""><a class="" href="/es/why-insiderone/" target=""><span data-text="Lo que hace diferente a Insider One"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/loop.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/loop-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/loop-hover.svg"></i>Lo que hace diferente a Insider One</span><p data-text="Descubre qué nos hace diferentes">Descubre qué nos hace diferentes</p></a></li><li class=""><a class="" href="/es/compare-insiderone/" target=""><span data-text="Comparar proveedores"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/network.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/network-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/network-hover.svg"></i>Comparar proveedores</span><p data-text="Mira cómo nos comparamos con otros en la industria">Mira cómo nos comparamos con otros en la industria</p></a></li><li class=""><a class="" href="/es/insiderone-switch/" target=""><span data-text="Cámbiate a Insider One"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/reload.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/reload-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/reload-hover.svg"></i>Cámbiate a Insider One</span><p data-text="Descubre por qué las marcas más queridas del mundo eligen Insider One">Descubre por qué las marcas 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src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/dollar-hover.svg"></i>Servicios financieros</span><p data-text="Genera confianza y fidelidad con experiencias personalizadas que aumentan el engagement y la retención">Genera confianza y fidelidad con experiencias personalizadas que aumentan el engagement y la retención</p></a></li><li class=""><a class="" href="/es/industries/travel/" target=""><span data-text="Viajes y hostelería"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/plane.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/plane-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/plane-hover.svg"></i>Viajes y hostelería</span><p data-text="Inspira a los viajeros, personaliza su recorrido, aumenta las reservas y potencia ingresos adicionales">Inspira a los viajeros, personaliza su recorrido, aumenta las reservas y potencia ingresos adicionales</p></a></li></ul></div><div class="header-menu-item-dropdown-item " style=""><ul><li class=""><a class="" href="/es/beauty-cosmetics/" target=""><span data-text="Belleza y cosmética"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/water.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/water-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/water-hover.svg"></i>Belleza y cosmética</span><p data-text="De skincare a self-care: conecta con tus clientes con personalización, precisión y estilo">De skincare a self-care: conecta con tus clientes con personalización, precisión y estilo</p></a></li><li class=""><a class="" href="/es/industries/automotive/" target=""><span data-text="Automotriz"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/car.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/car-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/car-hover.svg"></i>Automotriz</span><p data-text="Conecta la experiencia digital y la del showroom para impulsar el engagement, los leads y la retención">Conecta la experiencia digital y la del showroom para impulsar el engagement, los leads y la retención</p></a></li><li class=""><a class="" href="/es/industries/telecom/" target=""><span data-text="Telecomunicaciones"><i><img class="light-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/wifi.svg"><img class="dark-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/wifi-dark.svg"><img class="hover-svg" src="https://insiderone.com/wp-content/themes/insiderone/assets/img/dynamic/icons/wifi-hover.svg"></i>Telecomunicaciones</span><p data-text="Reduce el churn, aumenta la fidelidad y personaliza para cada cliente.">Reduce el churn, aumenta la fidelidad y personaliza para cada cliente.</p></a></li></ul></div>
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<h1 class="post-title">Qué es la experiencia omnicanal: ejemplos, beneficios y cómo implementarla</h1>
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<p><span style="font-weight: 300;">Ofrecer una experiencia omnicanal que cautiva y compromete a tus clientes requiere ideas estratégicas y orientación experta. No solo debes cumplir con las expectativas de tus clientes, sino superarlas para fomentar una conexión genuina y una lealtad duradera.</span></p>
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<p class="author-info"><span class="authname"><a href="https://insiderone.com/es/author/christopher-baldwin/">Chris Baldwin</a></span><span class="hipen"> - </span>VP Marketing, Brand and Communications</p>
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6 minutos </p>
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<!--<p><span>Published</span> on </p>-->
<p><strong>Updated</strong> on 23 Jun 2025</p>
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<div class="table-of-contents-accordion"><ul><li class="parent-level-item"><a href="#que-es-una-experiencia-omnicanal-para-los-clientes">¿Qué es una experiencia omnicanal para los clientes?</a><li class="parent-level-item"><a href="#diferencia-entre-omnicanal-y-multicanal-cual-es-mejor-para-tu-estrategia">Diferencia entre omnicanal y multicanal: ¿cuál es mejor para tu estrategia?</a><li class="parent-level-item"><a href="#3-beneficios-clave-de-la-experiencia-omnicanal-en-marketing">3 beneficios clave de la experiencia omnicanal en marketing</a><li class="parent-level-item"><a href="#te-preguntas-como-hacer-la-integracion-omnicanal">¿Te preguntas cómo hacer la integración omnicanal? </a><ul><li><a href="#usa-un-cdp-para-integrar-datos-y-activar-recorridos-omnicanal">Usa un CDP para integrar datos y activar recorridos omnicanal</a></li><li><a href="#implementa-comunicacion-omnicanal-personalizada-a-escala-con-ia">Implementa comunicación omnicanal personalizada a escala con IA</a></li><li><a href="#analiza-y-mejora">Analiza y mejora</a></li></ul></li><li class="parent-level-item"><a href="#">Architect: la herramienta para una experiencia omnicanal 360º </a><li class="parent-level-item"><a href="#los-mejores-ejemplos-de-experiencia-omnicanal">Los mejores ejemplos de experiencia omnicanal </a><li class="parent-level-item"><a href="#por-que-las-marcas-eligen-insider-one-para-impulsar-su-experiencia-omnicanal">Por qué las marcas eligen Insider One para impulsar su experiencia omnicanal</a><li class="parent-level-item"><a href="#mas-informacion">Más información</a><li class="parent-level-item"><a href="#preguntas-frecuentes">Preguntas frecuentes</a></li></ul></div> <div class="social-links-container">
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<?xml encoding="utf-8" ?><html><body><p>En este artículo, profundizaremos en lo que significa una experiencia omnicanal para tus clientes y por qué es tan importante. También compartiremos algunos de nuestros ejemplos favoritos de estrategias de automatización de marketing omnicanal de las marcas más queridas del mundo. Puedes usar esta publicación para guiar, revisar e inspirar tu estrategia de marketing omnicanal en el futuro.</p>
<h2 class="wp-block-heading" id="que-es-una-experiencia-omnicanal-para-los-clientes">¿Qué es una experiencia omnicanal para los clientes?</h2>
<p>Comencemos definiendo exactamente lo que queremos decir con una «experiencia omnicanal para los clientes». Una experiencia omnicanal para los clientes se refiere a un enfoque fluido e integrado para las interacciones con el cliente a través de múltiples canales y puntos de contacto para mejorar el compromiso omnicanal del cliente. </p>
<p>El objetivo es proporcionar una experiencia unificada y consistente independientemente de los canales que los clientes utilicen para interactuar con un negocio. Estos canales pueden incluir plataformas en línea y fuera de línea como sitios web, aplicaciones móviles, redes sociales, correo electrónico, llamadas telefónicas y tiendas físicas.</p>
<p>Hay cinco características clave de una experiencia omnicanal, estas son:</p>
<ol class="wp-block-list">
<li><strong>Consistencia</strong>: Los clientes deben experimentar un mensaje consistente, branding y nivel de servicio en todos los canales. Es importante asegurarse de que tus campañas omnicanal sean consistentes, ya que esto ayuda a construir confianza y refuerza la imagen de tu marca.</li>
<li><strong>Integración</strong>: Las estrategias omnicanal implican integrar diversos canales y sistemas para permitir una comunicación y intercambio de datos fluidos. Esto permite a los clientes transitar entre canales sin interrupciones.</li>
<li><strong>Fluidez</strong>: Los clientes deben poder cambiar entre canales sin esfuerzo, sin perder el contexto o tener que repetir información. Por ejemplo, un cliente que comienza su experiencia de compra en tu sitio web debe poder continuar esa experiencia en el móvil sin empezar de nuevo.</li>
<li><strong>Personalización</strong>: Las experiencias omnicanal aprovechan los datos y análisis de los clientes para proporcionar <a href="https://insiderone.com/personalized-customer-experience/" target="_blank" rel="noreferrer noopener">experiencias personalizadas</a>. Esta personalización puede incluir recomendaciones adaptadas, promociones dirigidas y una mejor comprensión de las preferencias del cliente. Para hacer esto, necesitas asegurarte de tener <a href="https://insiderone.com/personalization-software/" target="_blank" rel="noreferrer noopener">software de personalización</a> avanzado en tu conjunto de tecnología de marketing. </li>
<li><strong>Mapeo del recorrido del cliente: </strong>Comprender el recorrido del cliente a través de varios puntos de contacto es esencial para ofrecer una experiencia omnicanal fluida. Esto implica identificar interacciones clave y optimizarlas para una mejor experiencia general del cliente.</li>
</ol>
<h2 class="wp-block-heading" id="diferencia-entre-omnicanal-y-multicanal-cual-es-mejor-para-tu-estrategia">Diferencia entre omnicanal y multicanal: ¿cuál es mejor para tu estrategia?</h2>
<p>Las experiencias omnicanal y multicanal implican interactuar con los clientes a través de múltiples canales, pero difieren en su enfoque e integración. </p>
<p><strong>Las estrategias omnicanal</strong> priorizan un recorrido del cliente unificado, enfatizando transiciones sin problemas y consistencia en todos los puntos de contacto. Esto implica compartir datos en tiempo real, comunicación integrada y una visión holística de la experiencia del cliente. </p>
<p>En contraste, los <strong>enfoques multicanal</strong> pueden operar canales de forma independiente, careciendo de una estrategia cohesiva para garantizar la consistencia. Cada canal puede funcionar como una vía distinta, y la experiencia del cliente puede variar en las plataformas.</p>
<p>Si bien ambos enfoques implican aprovechar diversos canales, las estrategias omnicanal buscan integración, consistencia y un enfoque centrado en el cliente, mientras que los enfoques multicanal pueden carecer del mismo nivel de cohesión y enfoque.</p>
<h2 class="wp-block-heading" id="3-beneficios-clave-de-la-experiencia-omnicanal-en-marketing">3 beneficios clave de la experiencia omnicanal en marketing</h2>
<p>¿Por qué deberías construir una experiencia omnicanal para tus campañas de marketing? ¿Cuáles son los beneficios? Vamos a profundizar…</p>
<ol class="wp-block-list">
<li><strong>Ofrecer una experiencia de cliente mejorada</strong></li>
</ol>
<p>Las estrategias omnicanal proporcionan una experiencia de cliente fluida y consistente en varios canales. Esta cohesión construye confianza y lealtad, ya que los clientes reciben contenido y mensajes personalizados, fomentando una interacción más satisfactoria y atractiva, sea cual sea el canal en el que se relacionen contigo. </p>
<ol start="2" class="wp-block-list">
<li><strong>Puedes aumentar el engagement y la lealtad</strong></li>
</ol>
<p>El marketing omnicanal aumenta la participación del cliente al llegar a las audiencias a través de los canales preferidos. Una presencia unificada en las plataformas permite respuestas en tiempo real, adaptando los mensajes de marketing a diferentes contextos. Esta mayor participación conduce a una mayor lealtad del cliente y relaciones positivas a largo plazo.</p>
<ol start="3" class="wp-block-list">
<li><strong>Puedes optimizar el uso de datos</strong></li>
</ol>
<p>Las estrategias omnicanal aprovechan datos integrados para obtener información sobre el comportamiento del cliente. Estos datos exhaustivos permiten a los especialistas en marketing refinar las campañas en función de una comprensión holística del recorrido del cliente. El uso mejorado de los datos mejora la segmentación y personalización, y proporciona información valiosa para campañas de marketing más ágiles, efectivas y relevantes.</p>
<h2 class="wp-block-heading" id="te-preguntas-como-hacer-la-integracion-omnicanal">¿Te preguntas cómo hacer la integración omnicanal? </h2>
<p>No busques más. La integración omnicanal implica alinear y sincronizar varios canales y puntos de contacto para crear una experiencia de cliente fluida y unificada. Aquí te explicamos cómo abordar la integración omnicanal:</p>
<h3 class="wp-block-heading" id="usa-un-cdp-para-integrar-datos-y-activar-recorridos-omnicanal">Usa un CDP para integrar datos y activar recorridos omnicanal</h3>
<p><strong> </strong>Implementa sistemas que permitan compartir datos en tiempo real entre canales. Esto implica integrar datos de clientes de diversas fuentes como plataformas en línea, tiendas físicas, aplicaciones móviles y atención al cliente. Una base de datos centralizada de clientes permite una visión consistente de la información del cliente en todos los puntos de contacto.</p>
<div class="wp-block-image">
<figure class="aligncenter size-full"><img fetchpriority="high" decoding="async" width="981" height="782" src="https://insiderone.com/assets/media/2023/10/cdp-marketing-6.png" alt="Insider One enables brands to connect the dots across their entire tech stack" class="wp-image-442050" srcset="https://insiderone.com/assets/media/2023/10/cdp-marketing-6.png 981w, https://insiderone.com/assets/media/2023/10/cdp-marketing-6-300x239.png 300w, https://insiderone.com/assets/media/2023/10/cdp-marketing-6-768x612.png 768w" sizes="(max-width: 981px) 100vw, 981px" /></figure></div>
<p>La <a href="https://insiderone.com/es/segmentacion-de-mercado/" target="_blank" rel="noreferrer noopener">plataforma de marketing omnicanal</a> de Insider One se integra perfectamente con tu pila tecnológica existente para rastrear cada interacción, brindándote el poder de construir perfiles de usuario completos y <a href="https://insiderone.com/es/segmentacion-de-mercado/">segmentar</a> clientes en recorridos que van más allá de la personalización básica. Insider One une cada interacción del cliente para construir una imagen clara de sus comportamientos, intereses, necesidades y preferencias tanto en línea como fuera de línea, todo en una sola plataforma accionable. </p>
<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p><em>⭐⭐⭐⭐⭐</em></p>
<p><em>“Insider One ofrece una plataforma de datos de clientes de primera categoría que impulsa nuestras campañas de marketing. El CDP consolida datos de múltiples fuentes y permite recorridos efectivos de clientes entre canales.» — CX Specialist. </em></p>
<p><a href="https://www.g2.com/products/insider/reviews#reviews" target="_blank" rel="noreferrer noopener nofollow"><em>Lee más reseñas de clientes satisfechos en G2</em></a><em>. </em> </p>
</blockquote>
<h3 class="wp-block-heading" id="implementa-comunicacion-omnicanal-personalizada-a-escala-con-ia">Implementa comunicación omnicanal personalizada a escala con IA</h3>
<p>Una vez que hayas consolidado todos tus datos en un CDP accionable, puedes habilitar una comunicación sin problemas entre canales. Los perfiles de cliente altamente enriquecidos de Insider One te permiten servir a tu audiencia con contenido personalizado y recomendaciones omnicanal basadas en su comportamiento, probabilidad predicha de compra, etapa del ciclo de vida del cliente, valor de por vida, comportamiento de compra pasado, elementos agregados a la lista de deseos, y más.</p>
<p>Insider One ayuda a las marcas a ser detallistas con más de 120 atributos diferentes para entregar mensajes hiperpersonalizados que realmente resuenan, de manera consistente y a escala.</p>
<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="1294" height="1542" src="https://insiderone.com/assets/media/2022/07/Full-1.png" alt="Comprender a fondo el comportamiento único de los clientes y crear perfiles unificados." class="wp-image-332308" srcset="https://insiderone.com/assets/media/2022/07/Full-1.png 1294w, https://insiderone.com/assets/media/2022/07/Full-1-252x300.png 252w, https://insiderone.com/assets/media/2022/07/Full-1-859x1024.png 859w, https://insiderone.com/assets/media/2022/07/Full-1-768x915.png 768w, https://insiderone.com/assets/media/2022/07/Full-1-1289x1536.png 1289w" sizes="(max-width: 1294px) 100vw, 1294px" /></figure></div>
<h3 class="wp-block-heading" id="analiza-y-mejora">Analiza y mejora</h3>
<p>Utiliza las analíticas integradas de Insider One para rastrear el comportamiento del cliente en todos los canales, monitorear los indicadores clave de rendimiento (KPI) y utilizar datos para tomar decisiones informadas sobre estrategias de marketing, preferencias del cliente y efectividad general del canal.</p>
<p>El panorama empresarial y los comportamientos de los clientes evolucionan, por lo que es importante actualizar y adaptar regularmente tu estrategia omnicanal. Mantente al tanto de las tecnologías emergentes y las tendencias de la industria para mantenerte a la vanguardia.</p>
<h2 class="wp-block-heading" id="">Architect: la herramienta para una experiencia omnicanal 360º </h2>
<p><a href="https://insiderone.com/es/individualize/orchestrate/" target="_blank" rel="noreferrer noopener">Architect</a>, la herramienta de orquestación de viajes del cliente de Insider One, capacita a las marcas para construir experiencias personalizadas, oportunas y relevantes uno a uno en cada punto de contacto con el cliente. Desde el mapeo de viajes hasta la automatización de comunicaciones y la conexión de canales, puedes hacerlo todo con Architect, una plataforma unificada basada en lienzo, diseñada por marketers para marketers.</p>
<p>Ya sea que tus clientes estén navegando en línea, chateando en WhatsApp, desplazándose por Instagram o revisando sus correos electrónicos, la solución de orquestación de viajes con IA de Insider One te ayuda a alcanzarlos donde sea que estén, en el momento adecuado con el mensaje correcto en el canal adecuado. </p>
<p>El <a href="https://insiderone.com/es/customer-journey-builder-2/" target="_blank" rel="noreferrer noopener">constructor de viajes del cliente </a> omnicanal de Insider One facilita la tarea de deleitar a los clientes. Los marketers pueden elegir entre <strong>más de 70 plantillas de viaje del cliente aprobadas por marketers</strong> según su caso de uso, objetivo comercial, industria y canal para ofrecer <a href="https://insiderone.com/es/omnichannel-marketing-automation/" target="_blank" rel="noreferrer noopener">automatización de marketing omnicanal</a> a escala. La plataforma fácil de usar les permite construir viajes de cliente atractivos en unos pocos clics rápidos y luego realizar <a href="https://insiderone.com/es/your-guide-to-ab-testing/" target="_blank" rel="noreferrer noopener">pruebas A/B</a> en cada mensaje para optimizar su estrategia de viaje del cliente y generar más ingresos. </p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1291" height="1318" src="https://insiderone.com/assets/media/2023/11/cdp-use-cases-1.png" alt="Insider One customer journey orchestration website mobile app push" class="wp-image-448436" style="width:782px;height:auto" srcset="https://insiderone.com/assets/media/2023/11/cdp-use-cases-1.png 1291w, https://insiderone.com/assets/media/2023/11/cdp-use-cases-1-294x300.png 294w, https://insiderone.com/assets/media/2023/11/cdp-use-cases-1-1003x1024.png 1003w, https://insiderone.com/assets/media/2023/11/cdp-use-cases-1-768x784.png 768w" sizes="(max-width: 1291px) 100vw, 1291px" /></figure></div>
<h2 class="wp-block-heading" id="los-mejores-ejemplos-de-experiencia-omnicanal">Los mejores ejemplos de experiencia omnicanal </h2>
<p>Proporcionar una experiencia de cliente fluida a través de múltiples canales es fundamental para el éxito de las marcas minoristas. Los siguientes tres ejemplos de experiencias omnicanal muestran cómo la consolidación efectiva de datos (con un CDP como Insider One), combinada con un enfoque centrado en el cliente, puede ayudar a establecer nuevos estándares en la industria. </p>
<p>Aquí están los tres mejores ejemplos de experiencias omnicanal donde la integración, la consistencia y el compromiso personalizado redefinen las interacciones con el cliente para impulsar grandes resultados.</p>
<ol class="wp-block-list">
<li><strong>Slazenger</strong></li>
</ol>
<p><a href="https://insiderone.com/case-studies/slazenger/" target="_blank" rel="noreferrer noopener">Slazenger</a> buscaba una solución de <a href="https://insiderone.com/es/omnichannel-customer-experience-solution/" target="_blank" rel="noreferrer noopener"> experiencia omnicanal</a> para interactuar mejor con sus clientes y mejorar el ROI de su pila tecnológica de marketing. Después de investigar en línea y leer historias de éxito de otras marcas con Insider One, sabían que la plataforma sería la adecuada, garantizando la satisfacción del socio, el soporte técnico disponible y excelentes resultados.</p>
<div class="wp-block-image">
<figure class="aligncenter size-full"><img loading="lazy" decoding="async" width="1999" height="936" src="https://insiderone.com/assets/media/2023/12/omnichannel-experience-1.png" alt="Slazenger’s omnichannel experience, powered by Insider One, helped drive 49X ROI in just two months" class="wp-image-453377" srcset="https://insiderone.com/assets/media/2023/12/omnichannel-experience-1.png 1999w, https://insiderone.com/assets/media/2023/12/omnichannel-experience-1-300x140.png 300w, https://insiderone.com/assets/media/2023/12/omnichannel-experience-1-1024x479.png 1024w, https://insiderone.com/assets/media/2023/12/omnichannel-experience-1-768x360.png 768w" sizes="(max-width: 1999px) 100vw, 1999px" /></figure></div>
<p>El equipo de ecommerce de Slazenger tenía un objetivo principal: personalizar las experiencias de los clientes a través de los canales al dirigirse a los segmentos correctos de usuarios con mensajes contextuales y relevantes.</p>
<p>La avanzada plataforma y características omnicanal de Insider One fueron un cambio de juego para ayudar al equipo a lograr este objetivo. Utilizando la solución de <a href="https://insiderone.com/es/cross-channel-marketing/" target="_blank" rel="noreferrer noopener">marketing omnicanal </a> de Insider One, Architect, Slazenger involucró a los compradores con mensajes contextuales sobre productos en los que ya habían expresado interés. </p>
<p>Al enviar notificaciones de reducción de precios y recordatorios de carrito sobre estos productos en varios canales de manera consistente, lograron un <strong>ROI de 49 veces en tan solo dos meses</strong>.</p>
<div class="wp-block-image">
<figure class="aligncenter size-large is-resized"><img loading="lazy" decoding="async" width="643" height="1024" src="https://insiderone.com/assets/media/2023/09/customer-journey-builder-15-643x1024.png" alt="Journey de Abandono de Carrito de Insider One para Slazenger" class="wp-image-434011" style="width:415px;height:auto" srcset="https://insiderone.com/assets/media/2023/09/customer-journey-builder-15-643x1024.png 643w, https://insiderone.com/assets/media/2023/09/customer-journey-builder-15-188x300.png 188w, https://insiderone.com/assets/media/2023/09/customer-journey-builder-15-768x1224.png 768w, https://insiderone.com/assets/media/2023/09/customer-journey-builder-15.png 1047w" sizes="(max-width: 643px) 100vw, 643px" /></figure></div>
<ol class="wp-block-list">
<li><strong>Mac Cosmetics</strong></li>
</ol>
<p><a href="https://insiderone.com/?post_type=case-studies&p=313100" target="_blank" rel="noreferrer noopener">MAC Cosmetics</a> buscaba mejorar el abandono de carritos en su sitio web y deseaba una solución para hacer seguimiento a los compradores abandonados y animarlos a completar sus compras. Architect de Insider One, un constructor de viajes omnicanal impulsado por IA, fue la solución elegida para mejorar el compromiso en varios canales. </p>
<figure class="wp-block-image aligncenter size-full"><img loading="lazy" decoding="async" width="1999" height="1123" src="https://insiderone.com/assets/media/2023/12/omnichannel-experience-2.png" alt="Mac Cosmetics used Insider One to help tackle cart abandonment using AI-powered customer journeys
" class="wp-image-453378" srcset="https://insiderone.com/assets/media/2023/12/omnichannel-experience-2.png 1999w, https://insiderone.com/assets/media/2023/12/omnichannel-experience-2-300x169.png 300w, https://insiderone.com/assets/media/2023/12/omnichannel-experience-2-1024x575.png 1024w, https://insiderone.com/assets/media/2023/12/omnichannel-experience-2-768x431.png 768w" sizes="(max-width: 1999px) 100vw, 1999px" /></figure>
<p>Volver a conectar con los clientes que abandonaron sin comprar después de mostrar interés en productos es esencial para aumentar los ingresos. Al consolidar datos del comportamiento del usuario en diferentes canales utilizando el CDP de Insider One, MAC pudo crear viajes de cliente únicos para cada cliente para obtener el máximo impacto y eficiencia. Esto permitió a MAC volver a interactuar con posibles abandonadores de carritos y hacer que compren mostrando recomendaciones de productos personalizadas sobre los artículos que habían abandonado. </p>
<p>Al interactuar tanto en la web de escritorio como en la web móvil, MAC pudo establecer múltiples canales de comunicación para seguir interactuando con sus clientes. Este enfoque omnicanal les ayudó a dirigirse a los clientes con el mensaje adecuado en el momento adecuado y en el canal adecuado, lo que ayudó a <strong>aumentar la CVR en un 16.69% </strong> en todos los canales. </p>
<ol class="wp-block-list">
<li><strong>NA-KD</strong></li>
</ol>
<p>Como una de las 20 marcas de más rápido crecimiento en Europa, <a href="https://insiderone.com/na-kd-success-story/" target="_blank" rel="noreferrer noopener">NA-KD </a> estaba creciendo a un ritmo acelerado… pero su conjunto tecnológico no podía mantenerse al día. Una colección de soluciones puntuales y tecnología interna dejaron sus datos de clientes bloqueados en silos. NA-KD necesitaba un socio tecnológico para ayudar a desbloquear todo el potencial de sus datos de clientes, obtener una vista unificada de cada cliente y crear experiencias personalizadas, individualizadas, en todos los canales.</p>
<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="520" src="https://insiderone.com/assets/media/2023/12/omnichannel-experience-3-1024x520.png" alt="Phenomenal growth requires a tech stack that can keep up: Why NA-KD chose Insider One to power its omnichannel experience" class="wp-image-453379" srcset="https://insiderone.com/assets/media/2023/12/omnichannel-experience-3-1024x520.png 1024w, https://insiderone.com/assets/media/2023/12/omnichannel-experience-3-300x152.png 300w, https://insiderone.com/assets/media/2023/12/omnichannel-experience-3-768x390.png 768w, https://insiderone.com/assets/media/2023/12/omnichannel-experience-3.png 1999w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure>
<p>NA-KD consolidó su conjunto tecnológico de soluciones desconectadas en la solución unificada de Insider One para finalmente lograr una vista de 360 grados de cada cliente. Con Insider One, NA-KD pudo redefinir su estrategia de marketing. Abandonó las campañas tradicionales y el marketing basado en cupones para crear experiencias individualizadas tan únicas como sus clientes. Architect, la herramienta de orquestación de campañas omnicanal de Insider One, permitió a NA-KD ofrecer una CX personalizada y sin fricciones, mostrando productos y contenido relevantes en los canales en los que los clientes desean participar.</p>
<p><em>“Insider One es líder en marketing de canales no tradicionales, lo que nos ofrece nuevas formas de interactuar con nuestros clientes, en todos los canales. En lugar de campañas basadas en un calendario rígido, nuestras experiencias son ahora tan únicas como nuestros clientes.” — Head of CRM en NA-KD</em></p>
<h2 class="wp-block-heading" id="por-que-las-marcas-eligen-insider-one-para-impulsar-su-experiencia-omnicanal">Por qué las marcas eligen Insider One para impulsar su experiencia omnicanal</h2>
<p>Un tercio de las empresas de la lista Fortune 500 y marcas líderes en sectores como retail, automotriz y viajes eligen a Insider One para ofrecer experiencias personalizadas lideradas por IA que superan las expectativas del cliente. Insider One cuenta con la confianza de más de 1200 empresas globales, incluyendo a <a href="https://insiderone.com/?post_type=news&p=13160" target="_blank" rel="noreferrer noopener">Singapore Airlines</a>, Estée Lauder, <a href="https://insiderone.com/es/case-studies/virgin/" target="_blank" rel="noreferrer noopener">Virgin</a>, <a href="/es?p=11720" target="_blank" rel="noreferrer noopener">Toyota</a>, <a href="https://insiderone.com/es/case-studies/adidas/" target="_blank" rel="noreferrer noopener">Adidas</a>, IKEA, GAP, <a href="https://insiderone.com/beauty-industrys-digital-transformation-with-loreal/" target="_blank" rel="noreferrer noopener">L’Oreal</a>, <a href="/?p=5847" target="_blank" rel="noreferrer noopener">Samsung</a>, <a href="https://insiderone.com/case-studies/vodafone/" target="_blank" rel="noreferrer noopener">Vodafone</a>, <a href="https://insiderone.com/es/case-studies/allianz/" target="_blank" rel="noreferrer noopener">Allianz</a>, <a href="https://insiderone.com/news/4th-largest-bank-in-europe-12th-largest-in-the-world-santander-bank-chooses-insider-to-drive-individualized-omnichannel-experiences-loyalty/" target="_blank" rel="noreferrer noopener">Santander</a>, <a href="https://insiderone.com/case-studies/garantibbva/" target="_blank" rel="noreferrer noopener">BBVA</a>, Pizza Hut, <a href="https://insiderone.com/case-studies/newsweek/" target="_blank" rel="noreferrer noopener">Newsweek</a>, <a href="/?p=31466" target="_blank" rel="noreferrer noopener">Coca-Cola</a>, <a href="https://insiderone.com/case-studies/mediamarkt-success-story/" target="_blank" rel="noreferrer noopener">MediaMarkt</a>, <a href="https://insiderone.com/case-studies/nissan-2/" target="_blank" rel="noreferrer noopener">Nissan</a>, AVIS, <a href="https://insiderone.com/case-studies/lenovo-video/" target="_blank" rel="noreferrer noopener">Lenovo</a>, <a href="https://insiderone.com/?post_type=case-studies&p=313100" target="_blank" rel="noreferrer noopener">MAC</a>, <a href="https://insiderone.com/es/case-studies/marks-spencer/" target="_blank" rel="noreferrer noopener">Marks & Spencer</a>, <a href="https://insiderone.com/case-studies/madeiramadeira-success-story/" target="_blank" rel="noreferrer noopener">Madeira Madeira</a>, <a href="https://insiderone.com/case-studies/new-balance/" target="_blank" rel="noreferrer noopener">New Balance</a>, <a href="https://insiderone.com/case-studies/avon/" target="_blank" rel="noreferrer noopener">Avon</a>, <a href="https://insiderone.com/case-studies/burger-king-success-story/" target="_blank" rel="noreferrer noopener">Burger King</a> y <a href="https://insiderone.com/case-studies/cnn/" target="_blank" rel="noreferrer noopener">CNN</a>.</p>
<p>Insider One ofrece una amplitud de canales incomparable: desde aplicaciones hasta WhatsApp, correo electrónico y web, los especialistas en marketing no encontrarán este nivel de soporte nativo de canal con ningún otro proveedor. Insider One también ofrece un tiempo de valoración tres veces más rápido que la competencia, con marcas empresariales que obtienen un ROI en menos de seis meses. </p>
<p>Insider One permite a las marcas conectarse, centralizarse y crecer a escala con herramientas que ya conocen y en las que confían. Los especialistas en marketing pueden integrar soluciones en más de 20 categorías (incluyendo CRM, Analítica, Publicidad, Redes Sociales y más) para comenzar a funcionar más rápido que nunca.</p>
<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p><em>⭐⭐⭐⭐⭐</em></p>
<p><em>Una excelente [platform] que permite recorridos omnicanal para los clientes. Al utilizar Insider One para todos nuestros canales, ahora tenemos perfiles unificados para nuestros clientes y contamos con una visión detallada de ellos, sus preferencias, comportamiento y más. Hemos podido mejorar nuestra comunicación, contenido y servicio.” </em></p>
<p><em>— Domino’s</em></p>
</blockquote>
<h2 class="wp-block-heading" id="mas-informacion">Más información</h2>
<p>¿Quieres saber más sobre cómo la plataforma de experiencia omnicanal de Insider One podría ayudarte a impulsar un mayor crecimiento y construir relaciones más sólidas con los clientes? <a href="https://insiderone.com/es/request-a-demo/" target="_blank" rel="noreferrer noopener">Reserva una demostración</a> con uno de nuestros expertos hoy mismo. Nos encantaría mostrarte cómo hacemos las cosas aquí.</p>
<h2 class="wp-block-heading" id="preguntas-frecuentes">Preguntas frecuentes</h2>
<div class="schema-faq wp-block-yoast-faq-block"><div class="schema-faq-section" id="faq-question-1703202727615"><strong class="schema-faq-question"><strong>¿Qué es una estrategia omnicanal en marketing?</strong></strong> <p class="schema-faq-answer">Una estrategia omnicanal en marketing implica integrar y coordinar de manera fluida las interacciones del cliente a través de varios canales, proporcionando una experiencia unificada y consistente, desde plataformas en línea y aplicaciones móviles hasta tiendas físicas, para mejorar la satisfacción y lealtad del cliente.</p> </div> <div class="schema-faq-section" id="faq-question-1703202742829"><strong class="schema-faq-question"><strong>¿Qué es la experiencia del cliente omnicanal?</strong></strong> <p class="schema-faq-answer"><a href="https://insiderone.com/es/omnichannel-customer-experience-solution/" target="_blank" rel="noreferrer noopener">La experiencia del cliente omnicanal</a> es un enfoque integrado y fluido en el que los clientes reciben una interacción coherente y unificada a través de diversos canales—en línea, móvil y en tienda—mejorando la satisfacción a través de un recorrido cohesivo.</p> </div> <div class="schema-faq-section" id="faq-question-1703202760158"><strong class="schema-faq-question"><strong>¿Por qué es importante la estrategia omnicanal?</strong></strong> <p class="schema-faq-answer">La estrategia omnicanal es crucial ya que ofrece una experiencia del cliente fluida y consistente a través de diversos canales, fomentando la satisfacción y la lealtad. Acomoda las diversas preferencias de los clientes, mejora el compromiso y permite a las empresas adaptarse a los comportamientos en evolución de los consumidores en el panorama moderno y multicanal.</p> </div> <div class="schema-faq-section" id="faq-question-1703202775982"><strong class="schema-faq-question"><strong>¿Cómo crear una experiencia omnicanal?</strong></strong> <p class="schema-faq-answer">Para crear una experiencia omnicanal: 1. Comprender el recorrido del cliente. 2. Integrar sistemas de datos para compartir en tiempo real. 3. Habilitar la comunicación entre canales. 4. Mantener una marca consistente. 5. Optimizar para dispositivos móviles. 6. Implementar análisis unificados. 7. Alinear y capacitar equipos. 8. Actualizar y adaptar estrategias regularmente. 9. Priorizar la seguridad y el cumplimiento. 10. Probar e iterar.</p> </div> <div class="schema-faq-section" id="faq-question-1703202790087"><strong class="schema-faq-question"><strong>¿Cómo personalizar la experiencia omnicanal?</strong></strong> <p class="schema-faq-answer">Personalizar la experiencia omnicanal implica aprovechar los datos integrados del cliente para adaptar las interacciones. Utiliza insights de varios canales para comprender preferencias y comportamientos. Implementa mensajes, recomendaciones de productos y ofertas dirigidas. Analiza continuamente los datos para refinar las estrategias de personalización y adaptar el contenido para un recorrido centrado en el cliente y sin interrupciones.</p> </div> </div>
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<span>Chris Baldwin </span>
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<span class="hipen px-2 text-decoration-none"> - </span>
VP Marketing, Brand and Communications </p>
<p class="author-bio">Chris is an award-winning marketing leader with more than 12 years experience in the marketing and customer experience space. As VP of Marketing, Brand and Communications, Chris is responsible for Insider One's brand strategy, and overseeing the global marketing team. Fun fact: Chris recently attended a clay-making workshop to make his own coffee cup…let's just say that he shouldn't give up the day job just yet.</p>
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if (languageCode.includes('.') || languageCode === 'https:' || languageCode === 'http:') {
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