{"id":58182,"date":"2018-02-08T11:19:57","date_gmt":"2018-02-08T10:19:57","guid":{"rendered":"https:\/\/www.emagister.com\/blog\/?p=58182"},"modified":"2021-06-15T09:26:48","modified_gmt":"2021-06-15T07:26:48","slug":"mapa-empatia-nos-ayuda-nuestra-estrategia-marketing","status":"publish","type":"post","link":"https:\/\/www.emagister.com\/blog\/mapa-empatia-nos-ayuda-nuestra-estrategia-marketing\/","title":{"rendered":"Mapa de Empat\u00eda, \u00bfc\u00f3mo nos ayuda en nuestra estrategia de marketing?"},"content":{"rendered":"

En el mundo empresarial existe una herramienta que ayuda a las empresas a entender mejor a sus clientes a trav\u00e9s de un conocimiento m\u00e1s profundo del mismo, el mapa de empat\u00eda.<\/p>\n

\u00bfQu\u00e9 es exactamente? El mapa de empat\u00eda es una herramienta que ayuda a las empresas a comprender mejor a sus clientes<\/strong> a trav\u00e9s de un conocimiento m\u00e1s profundo de ellos, de su entorno, de su visi\u00f3n del mundo y de sus necesidades. Se trata de una herramienta para el design thinking<\/em> desarrollada por XPLANE que posteriormente gan\u00f3 visibilidad y popularidad con el libro \u201cGeneraci\u00f3n de Modelos de Negocio\u201d (2010) de A.Osterwalder, resultando un complemento imprescindible del Business Model Canvas.<\/p>\n

\u00bfPor qu\u00e9 nos ayuda en nuestra estrategia de marketing? Conocer a nuestro client nos ayudar\u00e1 a comunicarnos y relacionarnos mejor con ellos pudiendo crear una propuesta m\u00e1s personalizada y de esta manera, m\u00e1s efectiva.<\/p>\n

El mapa de empat\u00eda incluye seis preguntas que debemos realizar al cliente, adem\u00e1s de hacer las anotaciones que consideremos oportunas, como por ejemplo sobre sus expresiones, gestos, movimientos…<\/p>\n

\u00bfQu\u00e9 ve?<\/strong>
\nSe busca describir cu\u00e1l es el entorno social en el que se mueve el cliente: \u00bfqu\u00e9 aspecto tiene?, \u00bfqu\u00e9 lo rodea?, \u00bfa qu\u00e9 problemas se enfrenta?, \u00bfc\u00f3mo son sus amigos?, \u00bfqu\u00e9 tipos de ofertas recibe?<\/p>\n

\u00bfQu\u00e9 oye?<\/strong>
\nen d\u00f3nde se investiga c\u00f3mo le afecta el entorno al cliente: \u00bfqu\u00e9 le dicen sus amigos?, \u00bfqu\u00e9 le dicen las personas que m\u00e1s le influyen?<\/p>\n

\u00bfQu\u00e9 piensa y siente?\"SBS\"<\/a><\/strong>
\nEn donde se trata de averiguar qu\u00e9 piensa el cliente (qu\u00e9 es lo que piensa, aunque no lo diga, qu\u00e9 le conmueve, qu\u00e9 le inquieta, que le provoca insomnio, que le alegra realmente\u2026).<\/p>\n

\u00bfQu\u00e9 dice y hace?<\/strong>
\nVemos al cliente tal cual, sin escenario: \u00bfcu\u00e1l es su actitud en p\u00fablico?, \u00bfcu\u00e1l es su comportamiento hacia los dem\u00e1s?<\/p>\n

\u00bfQu\u00e9 esfuerzos hace el cliente?<\/strong>
\nDebemos entender sus miedos: \u00bfqu\u00e9 miedos o riesgos le preocupan?, \u00bfqu\u00e9 obst\u00e1culos encuentra o se interponen entre \u00e9l y el uso y disfrute de los productos?<\/p>\n

\u00bfQu\u00e9 resultados obtiene el cliente?<\/strong>
\nTenemos que ser capaces de medir lo que espera el cliente: \u00bfqu\u00e9 es lo que de verdad le gustar\u00eda conseguir?, \u00bfqu\u00e9 es el \u00e9xito para el cliente?, \u00bfc\u00f3mo intenta alcanzar sus objetivos?<\/p>\n

Estos seis enfoques nos permiten conocer mejor a nuestros clientes, desde su entorno, hasta su comportamiento, pasando por sus expectativas y por qu\u00e9 en la toma de sus decisiones. Alex Osterwalder propone definir el punto de vista de un cliente para cuestionarse constantemente las premisas del modelo de negocio.<\/p>\n

La empat\u00eda es una cualidad que deben poseer todos los l\u00edderes y emprendedores. En el M\u00e1ster en Digital Business <\/strong>de Spain Business School<\/a>, uno de los m\u00f3dulos est\u00e1 dedicado a las habilidades del liderazgo, con asignaturas como la motivaci\u00f3n de equipos, la gesti\u00f3n del estr\u00e9s, el arte de hablar en p\u00fablico, presentaciones eficaces, etc.<\/p>\n

Fuente: Blog Spain Business School<\/h5>\n","protected":false},"excerpt":{"rendered":"

En el mundo empresarial existe una herramienta que ayuda a las empresas a entender mejor a sus clientes a trav\u00e9s … Leer m\u00e1s<\/a><\/p>\n","protected":false},"author":160,"featured_media":58186,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[8336],"tags":[10141,1417,2319,2832,3016,3265,4104,4569,5118],"class_list":["post-58182","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias","tag-noticiaselpais","tag-spain-business-school","tag-empatia","tag-noticias-de-centros-de-formacion","tag-escuelas-de-negocios","tag-centros-de-formacion","tag-4104","tag-digital-business","tag-estrategia-de-marketing","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-25"],"acf":{"mostrar_faldon":"-1","texto_faldon":"","link_faldon":"","link_texto_faldon":"","estilo_titulo":"","noticiasElPais":{"custom_snippet_image":false,"custom_snippet_title":"","custom_snippet_description":""},"noticiasLaVanguardia":{"custom_snippet_image":false,"custom_snippet_title":"","custom_snippet_description":""},"hreflang":[{"url":""}],"fecha":"no"},"yoast_head":"\nMapa de Empat\u00eda, \u00bfc\u00f3mo nos ayuda en nuestra estrategia de marketing? - Blog Emagister<\/title>\n<meta name=\"robots\" content=\"index, follow\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.emagister.com\/blog\/mapa-empatia-nos-ayuda-nuestra-estrategia-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mapa de Empat\u00eda, \u00bfc\u00f3mo nos ayuda en nuestra estrategia de marketing?\" \/>\n<meta property=\"og:description\" content=\"En el mundo empresarial existe una herramienta que ayuda a las empresas a entender mejor a sus clientes a trav\u00e9s ... 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