{"id":13617,"date":"2022-09-08T13:10:37","date_gmt":"2022-09-08T13:10:37","guid":{"rendered":"https:\/\/www.digitalresponse.es\/?p=13617"},"modified":"2022-09-08T13:10:37","modified_gmt":"2022-09-08T13:10:37","slug":"diferencias-entre-customer-lifecycle-y-customer-journey","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/diferencias-entre-customer-lifecycle-y-customer-journey\/","title":{"rendered":"Differences between Customer Lifecycle and Customer Journey"},"content":{"rendered":"<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2022\/09\/customer_journey_customer_lifecycle-1024x478.jpg\" alt=\"\" class=\"wp-image-13665\"\/><\/figure>\n\n\n\n<br>\n\n\n\n<p class=\"has-drop-cap has-normal-font-size\">En los \u00faltimos a\u00f1os ha proliferado el t\u00e9rmino de <strong>Customer Journey<\/strong> en la conversaci\u00f3n acerca del <strong>CRM, Email Marketing y Marketing Automation<\/strong>. Al mismo tiempo, las referencias al <strong>Customer Lifecycle (Ciclo de vida del Cliente) <\/strong>han ido menguando. Podr\u00eda decirse que se ha producido un proceso de sustituci\u00f3n de un concepto por otro. Sin embargo, los dos t\u00e9rminos tienen significados distintos y su utilidad en marketing es distinta.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\ud83d\udca1<strong> Customer Lifecycle<\/strong><\/h2>\n\n\n\n<p>\u27a1\ufe0f Alcance estrat\u00e9gico. Componente conceptual.<\/p>\n\n\n\n<p>\u27a1\ufe0f Son las fases que sirven a la marca para organizar sus acciones de marketing y ventas.<\/p>\n\n\n\n<p>\u27a1\ufe0f Ofrece una visi\u00f3n clara del comportamiento general del cliente.<\/p>\n\n\n\n<p>\u27a1\ufe0f Se estructura entorno a las siguientes fases: adquisici\u00f3n, conversi\u00f3n y crecimiento, retenci\u00f3n y reactivaci\u00f3n de clientes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\ud83d\udca1 Customer Journey<\/strong><\/h2>\n\n\n\n<p>\u27a1\ufe0f Alcance t\u00e1ctico. Componente t\u00e9cnico.<\/p>\n\n\n\n<p>\u27a1\ufe0f Son el conjunto de experiencias por las que un cliente pasa desde el momento en que empieza a interactuar con una marca.<\/p>\n\n\n\n<p>\u27a1\ufe0f Se refiere tambi\u00e9n a las herramientas dise\u00f1adas para maximizar el \u00abengagement\u00bb del usuario a lo largo de esas interacciones.<\/p>\n\n\n\n<p>\u27a1\ufe0f Las soluciones de Customer Journey permiten dise\u00f1ar c\u00f3mo la marca va a responder a las distintas interacciones que har\u00e1 el usuario a lo largo de los distintos puntos de contacto.<\/p>\n\n\n\n<p>\u27a1\ufe0f El t\u00e9rmino tambi\u00e9n hace referencia a la tecnolog\u00eda, procesos y personas que posibilitar\u00e1n dar esa respuesta.<\/p>\n\n\n\n<br>\n\n\n\n<p class=\"has-normal-font-size\">No hemos de perder de vista que un \u00abjourney\u00bb no es m\u00e1s que el despliegue t\u00e1ctico de una estrategia basada en el Ciclo de Vida del Cliente.<\/p>\n\n\n\n<br>\n\n\n\n<blockquote class=\"wp-block-quote is-style-default is-layout-flow wp-block-quote-is-layout-flow\"><p>El Ciclo de Vida del Cliente es un modelo muy \u00fatil porque permite dirigir las acciones de marketing seg\u00fan el grado de madurez relacional que un usuario (cliente o prospecto) tiene con la marca.&nbsp; <\/p><\/blockquote>\n\n\n\n<p class=\"has-normal-font-size\">Los ejes del Ciclo de Vida del Cliente son:<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2022\/07\/Ciclo-de-Vida-del-Cliente_0.png\" alt=\"\" class=\"wp-image-13627\" width=\"487\" height=\"273\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-normal-font-size\">\u27a1\ufe0f <strong>El eje temporal. <\/strong>Las t\u00e1cticas de marketing tendr\u00e1n como objetivo acortar los tiempos de conversi\u00f3n y repetici\u00f3n de compra por un lado, y maximizar el tiempo que durar\u00e1 la relaci\u00f3n (lifetime).<\/p>\n\n\n\n<p class=\"has-normal-font-size\">\u27a1\ufe0f <strong>Eje del valor. <\/strong>El objetivo consistir\u00e1 en mover a los usuarios m\u00e1s propensos a aportar mayor valor a las zonas \u00abaltas\u00bb del eje.<\/p>\n\n\n\n<p class=\"has-normal-font-size\">Lograremos un <strong>Customer Lifetime Value <\/strong>mayor cuanto m\u00e1s dure la relaci\u00f3n con nuestros clientes (fidelizaci\u00f3n), y cuanto m\u00e1s valor logremos que nos aporten.<\/p>\n\n\n\n<br>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/04\/jordi-blog-1.jpg\" alt=\"\" class=\"wp-image-11603\" width=\"377\" height=\"158\"\/><\/figure>","protected":false},"excerpt":{"rendered":"<p>En los \u00faltimos a\u00f1os ha proliferado el t\u00e9rmino de Customer Journey en la conversaci\u00f3n acerca del CRM, Email Marketing y Marketing Automation. Al mismo tiempo, las referencias al Customer Lifecycle (Ciclo de vida del Cliente) han ido menguando. Podr\u00eda decirse que se ha producido un proceso de sustituci\u00f3n de un concepto por otro. Sin embargo, [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37],"tags":[],"post_folder":[],"class_list":["post-13617","post","type-post","status-publish","format-standard","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Diferencias entre Customer Lifecycle y Customer Journey - Digital Response<\/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:\/\/www.digitalresponse.es\/en\/diferencias-entre-customer-lifecycle-y-customer-journey\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Diferencias entre Customer Lifecycle y Customer Journey - Digital Response\" \/>\n<meta property=\"og:description\" content=\"En los \u00faltimos a\u00f1os ha proliferado el t\u00e9rmino de Customer Journey en la conversaci\u00f3n acerca del CRM, Email Marketing y Marketing Automation. Al mismo tiempo, las referencias al Customer Lifecycle (Ciclo de vida del Cliente) han ido menguando. Podr\u00eda decirse que se ha producido un proceso de sustituci\u00f3n de un concepto por otro. 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