{"id":3441,"date":"2016-09-14T16:01:06","date_gmt":"2016-09-14T14:01:06","guid":{"rendered":"http:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/?p=3441"},"modified":"2016-09-14T16:01:06","modified_gmt":"2016-09-14T14:01:06","slug":"customer-journey-cliente-experiencia","status":"publish","type":"post","link":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia","title":{"rendered":"Customer Journey: Experiencia del clientes antes, durante y despu\u00e9s"},"content":{"rendered":"<p style=\"text-align: justify;\">La evoluci\u00f3n de los negocios ha pasado por numerosas fases a lo largo de la historia de la comercializaci\u00f3n de productos. Hemos pasado de tener el foco en el producto a tener el foco en la <strong>experiencia del cliente<\/strong>.<\/p>\n<p style=\"text-align: justify;\">Nadie hoy en d\u00eda considera que la calidad sea un valor a\u00f1adido (salvo determinados sectores). Damos por hecho que las empresas comercializan productos que cumplen con la calidad y con los niveles de innovaci\u00f3n y tecnolog\u00eda necesarios acordes a los tiempos que corren y a los avances disponibles.<\/p>\n<p style=\"text-align: justify;\">La diferencia ya no radica en disponer del producto antes y mejor, tampoco radica en que nuestro servicio de atenci\u00f3n al cliente nos ofrezca un trato exquisito. Todo esto el consumidor lo da por hecho y no es la se\u00f1a que marca la diferencia.<\/p>\n<p style=\"text-align: justify;\">Ahora la diferenciaci\u00f3n ha subido de nivel y se refleja en la experiencia del consumidor en sus actos de compra. El customer journey termino de origen anglosaj\u00f3n hace referencia a como es el <strong>ciclo de vida de un cliente<\/strong> ante un acto de compra, es decir, que es, y\u00a0 que ocurre desde el momento en el que el cliente interact\u00faa con la empresa hasta que finaliza su interacci\u00f3n a trav\u00e9s de la materializaci\u00f3n de una compra de producto o mediante el consumo de alg\u00fan servicio.<\/p>\n<p style=\"text-align: justify;\">Hitos intermedios o touchpoints, rutas por las que el cliente se mueve a lo largo de nuestra empresa forman parte del nuevo eje de estudio que el marketing est\u00e1 implementando hoy en d\u00eda como punto de mejora y como elemento dinamizador y materializador de estrategias de <strong>fidelizaci\u00f3n y captaci\u00f3n de clientes<\/strong>.<\/p>\n<p style=\"text-align: justify;\">Muchos an\u00e1lisis\u00a0 y mucha literatura de customer journey o customer experience se ha escrito todos los d\u00edas. Pero todo lo escrito tiene una fisura muy grande, el enfoque del customer journey actual est\u00e1 concentrado y enfocado en el momento \u201c<strong>durante<\/strong>\u201d. Es decir, generamos protocolos de actuaci\u00f3n para cuando el cliente entra por nuestra puerta f\u00edsica o virtual y es ah\u00ed donde dise\u00f1amos experiencias, gaming, etc para que el cliente libremente navegue por nuestro entorno de empresa y adquiera productos o servicios a trav\u00e9s de experiencias y no solo relaciones transaccionales.<\/p>\n<p style=\"text-align: justify;\">Pero como digo, este enfoque es incompleto. El custormer journey completo engloba el \u201c<strong>antes, durante y despu\u00e9s<\/strong>\u201d. La experiencia de compra no empieza cuando estoy en la tienda o en la p\u00e1gina web, empieza mucho antes, cuando ha surgido mi necesidad, cuando la empresa debe enfocarse en la difusi\u00f3n no solo del producto o servicio sino de la necesidad latente a cubrir y de la forma en la que lo va a implementar. Igualmente ocurre para el despu\u00e9s, es decir, independientemente de que haya comprado o no, se ha generado una experiencia y la empresa debe construir touchpoints o hitos en este estado y no solo en el \u201cdurante\u201d. Todo esto hace referencia a un nuevo concepto en Marketing: HUSTA o Human Stage y <a href=\"https:\/\/mki4.com\/\" target=\"_blank\">MKi4<\/a> que son los paradigmas que resuelven esta nueva concepci\u00f3n de las relaciones entre clientes y empresas y experiencias y clientes.<\/p>\n<p style=\"text-align: justify;\">El consumidor, el cliente como tal, busca la simplicidad, la complicidad, la continuidad, y la libertad de no sentirse cautivo ante una marca por saturadas comunicaciones que impactan negativamente en la experiencia, y en la mente del consumidor.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En la actualidad, es imprescindible tratar la experiencia de compra (customer journey) del cliente tanto antes, como durante como despu\u00e9s de la compra.<\/p>\n","protected":false},"author":89250,"featured_media":3442,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"class_list":["post-3441","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-y-publicidad"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Customer Journey: Experiencia de compra del Cliente. MKi4<\/title>\n<meta name=\"description\" content=\"En la actualidad, es imprescindible tratar la experiencia de compra (customer journey) del cliente tanto antes, como durante como despu\u00e9s de la compra.\" \/>\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.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer Journey: Experiencia de compra del Cliente. MKi4\" \/>\n<meta property=\"og:description\" content=\"En la actualidad, es imprescindible tratar la experiencia de compra (customer journey) del cliente tanto antes, como durante como despu\u00e9s de la compra.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia\" \/>\n<meta property=\"og:site_name\" content=\"Canal Gesti\u00f3n Empresarial\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/InesemBusinessSchool\/\" \/>\n<meta property=\"article:published_time\" content=\"2016-09-14T14:01:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-e1473861584579.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1020\" \/>\n\t<meta property=\"og:image:height\" content=\"680\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Miguel \u00c1ngel Gonz\u00e1lez Cernuda\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@inesem\" \/>\n<meta name=\"twitter:site\" content=\"@inesem\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Miguel \u00c1ngel Gonz\u00e1lez Cernuda\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia\"},\"author\":{\"name\":\"Miguel \u00c1ngel Gonz\u00e1lez Cernuda\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/person\/eaf23a7174d20c67a61e3c7be4670532\"},\"headline\":\"Customer Journey: Experiencia del clientes antes, durante y despu\u00e9s\",\"datePublished\":\"2016-09-14T14:01:06+00:00\",\"dateModified\":\"2016-09-14T14:01:06+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia\"},\"wordCount\":579,\"commentCount\":2,\"publisher\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-e1473861584579.jpg\",\"articleSection\":[\"Marketing y Publicidad\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia\",\"url\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia\",\"name\":\"Customer Journey: Experiencia de compra del Cliente. MKi4\",\"isPartOf\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-e1473861584579.jpg\",\"datePublished\":\"2016-09-14T14:01:06+00:00\",\"dateModified\":\"2016-09-14T14:01:06+00:00\",\"description\":\"En la actualidad, es imprescindible tratar la experiencia de compra (customer journey) del cliente tanto antes, como durante como despu\u00e9s de la compra.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia#primaryimage\",\"url\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-e1473861584579.jpg\",\"contentUrl\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-e1473861584579.jpg\",\"width\":1020,\"height\":680,\"caption\":\"customer journey INESEM Mki4\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Marketing y Publicidad\",\"item\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/categorias\/marketing-y-publicidad\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Customer Journey: Experiencia del clientes antes, durante y despu\u00e9s\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#website\",\"url\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/\",\"name\":\"Canal Gesti\u00f3n Empresarial\",\"description\":\"Canal de Noticias gestionado por el Departamento Docente de Gesti\u00f3n Empresarial de INESEM\",\"publisher\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#organization\",\"name\":\"Canal Gesti\u00f3n Empresarial\",\"url\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/logo\/image\/\",\"url\":\"\",\"contentUrl\":\"\",\"caption\":\"Canal Gesti\u00f3n Empresarial\"},\"image\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/InesemBusinessSchool\/\",\"https:\/\/x.com\/inesem\",\"http:\/\/www.linkedin.com\/company\/2370697\",\"https:\/\/www.youtube.com\/user\/inesembusinesschool\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/person\/eaf23a7174d20c67a61e3c7be4670532\",\"name\":\"Miguel \u00c1ngel Gonz\u00e1lez Cernuda\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-content\/blogs.dir\/16\/files\/2016\/01\/miguelgonzalezcernuda_avatar_1451997576-96x96.png\",\"contentUrl\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-content\/blogs.dir\/16\/files\/2016\/01\/miguelgonzalezcernuda_avatar_1451997576-96x96.png\",\"caption\":\"Miguel \u00c1ngel Gonz\u00e1lez Cernuda\"},\"description\":\"Ph.D en Marketing (AIU - USA). Diploma en Business y Management (Cambridge University -UK). Matem\u00e1tico, estad\u00edstico (Universidad Complutense Madrid). M\u00e1s de 15 a\u00f1os de experiencia en el Marketing de clientes y el Management. Docente y conferenciante en universidades de Espa\u00f1a, Per\u00fa y Bolivia. Autor de varios libros: \u201cYo Marketing\u201d 2012 y \u201cBuen producto + Buen Servicio. Camino hacia la excelencia empresarial\u201d y \\\"Management de altura\\\".\",\"url\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/autores\/miguelgonzalezcernuda\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Customer Journey: Experiencia de compra del Cliente. MKi4","description":"En la actualidad, es imprescindible tratar la experiencia de compra (customer journey) del cliente tanto antes, como durante como despu\u00e9s de la compra.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia","og_locale":"es_ES","og_type":"article","og_title":"Customer Journey: Experiencia de compra del Cliente. MKi4","og_description":"En la actualidad, es imprescindible tratar la experiencia de compra (customer journey) del cliente tanto antes, como durante como despu\u00e9s de la compra.","og_url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia","og_site_name":"Canal Gesti\u00f3n Empresarial","article_publisher":"https:\/\/www.facebook.com\/InesemBusinessSchool\/","article_published_time":"2016-09-14T14:01:06+00:00","og_image":[{"width":1020,"height":680,"url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-e1473861584579.jpg","type":"image\/jpeg"}],"author":"Miguel \u00c1ngel Gonz\u00e1lez Cernuda","twitter_card":"summary_large_image","twitter_creator":"@inesem","twitter_site":"@inesem","twitter_misc":{"Escrito por":"Miguel \u00c1ngel Gonz\u00e1lez Cernuda","Tiempo de lectura":"3 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia#article","isPartOf":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia"},"author":{"name":"Miguel \u00c1ngel Gonz\u00e1lez Cernuda","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/person\/eaf23a7174d20c67a61e3c7be4670532"},"headline":"Customer Journey: Experiencia del clientes antes, durante y despu\u00e9s","datePublished":"2016-09-14T14:01:06+00:00","dateModified":"2016-09-14T14:01:06+00:00","mainEntityOfPage":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia"},"wordCount":579,"commentCount":2,"publisher":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#organization"},"image":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia#primaryimage"},"thumbnailUrl":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-e1473861584579.jpg","articleSection":["Marketing y Publicidad"],"inLanguage":"es","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia","name":"Customer Journey: Experiencia de compra del Cliente. MKi4","isPartOf":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia#primaryimage"},"image":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia#primaryimage"},"thumbnailUrl":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-e1473861584579.jpg","datePublished":"2016-09-14T14:01:06+00:00","dateModified":"2016-09-14T14:01:06+00:00","description":"En la actualidad, es imprescindible tratar la experiencia de compra (customer journey) del cliente tanto antes, como durante como despu\u00e9s de la compra.","breadcrumb":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia#primaryimage","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-e1473861584579.jpg","contentUrl":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-e1473861584579.jpg","width":1020,"height":680,"caption":"customer journey INESEM Mki4"},{"@type":"BreadcrumbList","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/customer-journey-cliente-experiencia#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/"},{"@type":"ListItem","position":2,"name":"Marketing y Publicidad","item":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/categorias\/marketing-y-publicidad"},{"@type":"ListItem","position":3,"name":"Customer Journey: Experiencia del clientes antes, durante y despu\u00e9s"}]},{"@type":"WebSite","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#website","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/","name":"Canal Gesti\u00f3n Empresarial","description":"Canal de Noticias gestionado por el Departamento Docente de Gesti\u00f3n Empresarial de INESEM","publisher":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Organization","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#organization","name":"Canal Gesti\u00f3n Empresarial","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/","logo":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/logo\/image\/","url":"","contentUrl":"","caption":"Canal Gesti\u00f3n Empresarial"},"image":{"@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/InesemBusinessSchool\/","https:\/\/x.com\/inesem","http:\/\/www.linkedin.com\/company\/2370697","https:\/\/www.youtube.com\/user\/inesembusinesschool\/"]},{"@type":"Person","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/person\/eaf23a7174d20c67a61e3c7be4670532","name":"Miguel \u00c1ngel Gonz\u00e1lez Cernuda","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/person\/image\/","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-content\/blogs.dir\/16\/files\/2016\/01\/miguelgonzalezcernuda_avatar_1451997576-96x96.png","contentUrl":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-content\/blogs.dir\/16\/files\/2016\/01\/miguelgonzalezcernuda_avatar_1451997576-96x96.png","caption":"Miguel \u00c1ngel Gonz\u00e1lez Cernuda"},"description":"Ph.D en Marketing (AIU - USA). Diploma en Business y Management (Cambridge University -UK). Matem\u00e1tico, estad\u00edstico (Universidad Complutense Madrid). M\u00e1s de 15 a\u00f1os de experiencia en el Marketing de clientes y el Management. Docente y conferenciante en universidades de Espa\u00f1a, Per\u00fa y Bolivia. Autor de varios libros: \u201cYo Marketing\u201d 2012 y \u201cBuen producto + Buen Servicio. Camino hacia la excelencia empresarial\u201d y \"Management de altura\".","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/autores\/miguelgonzalezcernuda"}]}},"autor_name":{"name":"Miguel \u00c1ngel Gonz\u00e1lez Cernuda"},"featured_image":{"attachment_meta":{"width":1020,"height":680,"file":"2016\/09\/Fotolia_82107425_Subscription_Monthly_M-e1473861584579.jpg","sizes":{"thumbnail":{"file":"Fotolia_82107425_Subscription_Monthly_M-345x180.jpg","width":345,"height":180,"mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-345x180.jpg"},"medium":{"file":"Fotolia_82107425_Subscription_Monthly_M-175x175.jpg","width":175,"height":175,"mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-175x175.jpg"},"medium_large":{"file":"Fotolia_82107425_Subscription_Monthly_M-768x512.jpg","width":768,"height":512,"mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-768x512.jpg"},"large":{"file":"Fotolia_82107425_Subscription_Monthly_M-1024x682.jpg","width":1024,"height":682,"mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-1024x682.jpg"},"wysija-newsletters-max":{"file":"Fotolia_82107425_Subscription_Monthly_M-600x400.jpg","width":600,"height":400,"mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-600x400.jpg"},"thumb-small":{"file":"Fotolia_82107425_Subscription_Monthly_M-59x42.jpg","width":59,"height":42,"mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-59x42.jpg"},"thumb-standard":{"file":"Fotolia_82107425_Subscription_Monthly_M-110x110.jpg","width":110,"height":110,"mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-110x110.jpg"},"thumb-medium":{"file":"Fotolia_82107425_Subscription_Monthly_M-196x166.jpg","width":196,"height":166,"mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-196x166.jpg"},"thumb-large":{"file":"Fotolia_82107425_Subscription_Monthly_M-283x190.jpg","width":283,"height":190,"mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-283x190.jpg"},"thumb-anteriores":{"file":"Fotolia_82107425_Subscription_Monthly_M-230x163.jpg","width":230,"height":163,"mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-230x163.jpg"},"thumb-inverso":{"file":"Fotolia_82107425_Subscription_Monthly_M-369x261.jpg","width":369,"height":261,"mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-369x261.jpg"},"thumb-cercano":{"file":"Fotolia_82107425_Subscription_Monthly_M-650x200.jpg","width":650,"height":200,"mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-650x200.jpg"},"thumb-slider":{"file":"Fotolia_82107425_Subscription_Monthly_M-574x430.jpg","width":574,"height":430,"mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-574x430.jpg"},"thumb-busqueda":{"file":"Fotolia_82107425_Subscription_Monthly_M-580x375.jpg","width":580,"height":375,"mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-580x375.jpg"},"thumb-formacion-continua":{"file":"Fotolia_82107425_Subscription_Monthly_M-440x336.jpg","width":440,"height":336,"mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-440x336.jpg"},"advps-thumb-one":{"file":"Fotolia_82107425_Subscription_Monthly_M-600x220.jpg","width":600,"height":220,"mime_type":"image\/jpeg","url":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/09\/Fotolia_82107425_Subscription_Monthly_M-600x220.jpg"}},"image_meta":{"aperture":"11","credit":"Jakub Jirsk - Fotolia","camera":"Canon EOS 5D Mark II","caption":"Human resources officer think about employees. FAQ and customer care concept.","created_timestamp":"1405256002","copyright":"Jakub Jirsk - Fotolia","focal_length":"70","iso":"100","shutter_speed":"0.008","title":"Human resources","orientation":"1","keywords":["human resources","human resources officer","question","question mark","personalization","customer care","think tank","headhunter","recruitment","personnel","career","employee","customer","marketing","target","targeting","concept","faq","manager","worker","recruiter","choose","business","job","professional","occupation","executive","customer relationship management","CRM","supervision","workforce","segmentation","career","business","HR","icon","blue","male","man","human resources","human resources officer","question","question mark","personalization","customer care","think tank","headhunter","recruitment","personnel","career","employee","customer","marketing","target","targeting","concept","faq","manager","worker","recruiter","choose","business","job","professional","occupation","executive","customer relationship management","crm","supervision","workforce","segmentation","hr","icon","blue","male","man"]}}},"_links":{"self":[{"href":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-json\/wp\/v2\/posts\/3441"}],"collection":[{"href":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-json\/wp\/v2\/users\/89250"}],"replies":[{"embeddable":true,"href":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-json\/wp\/v2\/comments?post=3441"}],"version-history":[{"count":0,"href":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-json\/wp\/v2\/posts\/3441\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-json\/wp\/v2\/media\/3442"}],"wp:attachment":[{"href":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-json\/wp\/v2\/media?parent=3441"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/wp-json\/wp\/v2\/categories?post=3441"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}