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Qualtrics XM
    • The Experience
      Management Platform™

      Trusted by 11,000+ of the world’s biggest brands to optimize the four core experiences of business - customer, brand, product, and employee.

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      Topics

      • Intelligence and Analytics
      • Actions & Workflows
      • Trust & Governance
      • XM Extensions
      • XM Mobile
    • Real-time customer insights that lead to action across the entire organization.

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      Products

      • Digital
      • Customer Care
      • Location Based
      • Account Management
      • Foundational CX

      Popular Use Cases

      • Voice of the Customer
      • Net Promoter Score
      • Closed Loop Follow Up
      • Customer Feedback

      Forrester Report

      CustomerXM has a 633% ROI

      Read the full report
    • EmployeeXM empowers your organization to take actions that put your people first.

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      Products

      • Employee eEgagement Software
      • 360 Degree Feedback
      • Employee Benefits Optimizer
      • IT Technology Experience
      • Back to Business for Employees

      Popular Use Cases

      • Action Planning
      • Employee Pulse Programs
      • Onboarding Feedback
      • Exit Diagnostic

      Forrester Report

      Qualtrics named EX management leader by Forrester

      Read the full report
    • Inspire unwavering loyalty, increase sales, and grow market share with actionable and predictive insights that go beyond traditional brand tracking.

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      Popular Use Cases

      • Brand Tracking
      • Ad Testing
      • COVID-19 Brand Trust Pulse
      • Brand Perception Study - XM solution
      • Brand Performance - XM solution
      • Brand Diagnostic - XM solution
      • Brand Awareness - XM solution

      Qualtrics MasterSessions

      Brand experience: from initial impact to emotional connection

      Watch the full season on demand
    • Seek out and solve broken product experiences.

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      Popular Use Cases

      • Pricing Research
      • Concept Testing
      • Market Segmentation
      • Product Naming
      • Product Satisfaction
      • Feature Prioritization

      Qualtrics master sessions:

      Products innovators & researchers

      Watch the full season ondemand
    • Empower everyone in the organization to gather experience insights and take action.

      Watch Demo Overview

      Products

      • Survey software
      • Advanced Research
      • Conjoint Analysis
      • Website Feedback
      • Panel Management
      • Survey Distribution
      • Enterprise Feedback

      Webinar

      Foundations of flexibility: Four principles of modern research

      Watch Webinar now

    • XM Marketplace

      Explore experience management solutions, integrations, and services to turbocharge your program.

      Overview

      Solution Type

      • Integrations
      • XM Solution Automated Projects
      • XM Solution Guided Programs
      • Survey Templates
      • Full-service Research
      • Partner Solutions

      Core Experience

      • Brand Experience
      • Customer Experience
      • Employee Experience
      • Product Experience

      Popular Solutions

      • Adobe Integration
      • Marketo Integration
      • Slack Integration
      • Salesforce Integration
      • Pricing Study
      • Max Diff Analysis
      • Brand Perception
      • NPS Benchmark
    • XM Services

      Let Qualtrics Services guide you through your journey from implementation to maturing your XM program.

      Overview

      Research Services

      • Overview
      • Online Sample
      • Competitive Benchmarking
      • Segmentation Research
      • Brand Tracking Research
      • Attitude & Usage Research

      Professional Services & Support

      • Partner Services
      • Product Support
      • Certification
      • Technical Account Management
      • Solutions for
        Education

        Improve the entire student and staff experience.

        Overview

        Popular Solutions

        • Return to Learn Hub
        • Student Experience
        • Faculty and Staff Experience
        • Education Surveys and Academic Research

        Educational Resources

        • Webinar: XM for Continuous School Improvement
        • Case Study: Jackson College
        • Blog: Selecting an Academic Research Platform
      • Solutions for
        Healthcare

        Comprehensive solutions for every health experience that matters.

        Overview

        Popular Solutions

        • Patient Customer Experience - XM solution
        • Telehealth - XM solution
        • Healthcare Workforce Pulse - COVID-19 solution
        • Provider Engagement Software

        Educational Resources

        • eBook: Experience Management in Healthcare
        • Webinar: Transforming Employee + Patient Experiences
        • Blog: Digital Healthcare Transformation
      • Solutions for
        Technology

        Innovate with speed, agility and confidence and engineer experiences that work for everyone.

        Overview

        Popular Solutions

        • Website & App Feedback
        • Digital CX
        • Product Satisfactions XM solution
        • CX Account Management

        Educational Resources

        • eBook: Designing a World-Class Digital CX Program
        • Case Study: Fandango
        • eBook: Essential Website Experience Playbook
        • Blog: How to get App Feedback from Users
      • Solutions for
        Retail & CPG

        Increase customer loyalty, revenue, share of wallet, brand recognition, employee engagement, productivity and retention.

        Overview

        Popular Solutions

        • Retail Customer experience - XM solution
        • Supermarket & Grocery Customer Experience - XM solution
        • Location Based CX

        Educational Resources

        • eBook: Become a Leader in Retail Customer Experience
        • eBook: CX in the Retail Industry
        • Case Study: Under Armour
        • Blog: Boost Customer Experience with Brand Personalization
      • Solutions for
        Financial services

        Deliver exceptional omnichannel experiences, so whenever a client walks into a branch, uses your app, or speaks to a representative, you know you’re building a relationship that will last.

        Overview

        Popular Solutions

        • Health Insurance Customer Experience - XM solution
        • Property & Casualty Insurance Customer Experience - XM solution
        • Wealth Management Customer Experience - XM solution
        • Banking Customer Experience - XM solution

        Educational Resources

        • Case Study: Allianz
        • eBook: Experience Leadership in Financial Services
        • Blog: Reducing Customer Churn for Banks and Financial Institutions
        • Blog: Improve CX in Banking
      • Solutions for
        Government

        Design experiences tailored to your citizens, constituents, internal customers and employees.

        Overview

        Popular Solutions

        • Back to Business for Communities
        • Government Remote Work and Employee Symptom Check
        • Federal Government Customer Experience - XM solution
        • Fedramp Security Accredidation

        Educational Resources

        • Webinar: How to Drive Government Innovation Through IT
        • Case Study: Provo City
        • Blog: 5 Ways to Build Better Government with Citizen Feedback
      • Solutions for
        B2B

        Transform customer, employee, brand, and product experiences to help increase sales, renewals and grow market share.

        Overview

        Popular Solutions

        • B2B Technology & Manufacturing - XM solution
        • Walker CX Solution for B2B Companies - XM solution
        • CX Account Management

        Educational Resources

        • Case Study: Microsoft
        • Case Study: Fuji Xerox
        • eBook: Best Practices for B2B CX Management
        • Blog: Best Practices for B2B Customer Experience Programs
      • Solutions for
        Travel & Hospitality

        Whether it's browsing, booking, flying, or staying, make every part of the travel experience unforgettable

        Overview

        Popular Solutions

        • Hotels & Hospitality Customer Experience - XM solution
        • Airline Customer Experience - XM solution
        • Location Based CX

        Educational Resources

        • Case Study: Solution for World Class Travel Customer Experience
        • Webinar: How Spirit Airlines is Improving the Guest Travel Experience
        • Blog: 6 Ways to Create Breakthrough Travel Experiences
        • Blog: How to Create Better Experiences in the Hospitality Industry
      • Solutions for
        Automotive

        Drive loyalty and revenue with world-class experiences at every step, with world-class brand, customer, employee, and product experiences

        Overview

        Popular Solutions

        • Location Based CX
        • Brand Tracking
        • Frontline Connect

        Educational Resources

        • Case Study: BMW
        • CX in the Automotive Industry
        • News: Qualtrics in the Automotive Industry
      • Solutions for
        Media & Telco

        Reach new audiences by unlocking insights hidden deep in experience data and operational data to create and deliver content audiences can’t get enough of.

        Overview

        Popular Solutions

        • Telecommunications Customer Experience - XM solution
        • Digital CX
        • Brand Tracking

        Educational Resources

        • Case Study: Fandango
        • X4: Market Research Breakthroughs at T-mobile
        • Case Study: Media and Yahoo
      • Solutions for
        Market Research

        Tackle the hardest research challenges and deliver the results that matter with market research software for everyone from researchers to academics.

        Overview

        Popular Solutions

        • Survey tool
        • Research & insights
        • Conjoint analysis
        • Advance analysis

        Educational Resources

        • Webinar: Four principles of modern research
        • eBook: Handbook of question design
        • Case Study: Microsoft
      • Solutions for
        CX Professional

        Monitor and improve every moment along the customer journey; Uncover areas of opportunity, automate actions, and drive critical organizational outcomes.

        Overview

        Popular Solutions

        • Digital CX
        • Customer Care
        • Location Based
        • Account Management
        • Foundational CX

        Educational Resources

        • Qualtrics Master Sessions: Customer experience
        • eBook: 16 Ways to Capture and Capitalize on Customer Insights
        • Case Study: BMW
        • Report: The Total Economic Impact of Qualtrics CustomerXM
      • Solutions for
        Human Resources

        With a holistic view of employee experience, your team can pinpoint key drivers of engagement and receive targeted actions to drive meaningful improvement.

        Overview

        Popular Solutions

        • Employee engagement
        • Training surveys
        • Employee pulse surveys
        • Onboarding feedback

        Educational Resources

        • Webinar: How HR can Help Employees Blaze Their Own Trail
        • Case Study: Volkswagen
        • eBook: The HR leader's Success Kit
      • Solutions for
        Digital

        Understand the end-to-end experience across all your digital channels, identify experience gaps and see the actions to take that will have the biggest impact on customer satisfaction and loyalty.

        Overview

        Popular Solutions

        • Website App Feedback Surveys
        • Online Reputation Management
        • Digital Customer Experience
        • Adobe Analytics Integration

        Educational Resources

        • Webinar: CX in a Digital Age
        • eBook: World-Class Digital CX Programs
        • eBook: Humanizing Digital Experience
        • Article: What is Digital Customer Experience Management & How to Improve It
      • Solutions for
        Product Management

        Stay a step ahead of the competition: analyze market trends, track competitors, prioritize product features, and inject insights into a data-driven product strategy.

        Overview

        Popular Solutions

        • Pricing Research
        • Concept Testing
        • Market Segmentation

        Educational Resources

        • Qualtrics Master Sessions: Products Innovators & Researchers
        • eBook: Intro to Product Concept Testing
        • Case Study: Under Armour
      • Solutions for
        Customer Service

        Deliver breakthrough contact center experiences that reduce churn and drive unwavering loyalty from your customers.

        Overview

        Popular Solutions

        • Customer Care
        • Contact Center Customer Experience
        • Customer Service Survey

        Educational Resources

        • Case Study: Jet Blue
        • eBook: Distrupt the 2020 contact center
        • Webinar: 5 ways to Transform your Contact Center
        • Blog: Superior Customer Service Examples
      • Solutions for
        Marketing

        Move your business forward with a dynamic approach to brand experience management that enables smarter and faster decisions in the areas that matter most to your brand.

        Overview

        Popular Solutions

        • Brand Tracking
        • Ad Testing
        • Digital Customer Experience
        • Website feedback

        Educational Resources

        • Qualtrics Master Sessions: Brand Experience
        • eBook: Ultimate Guide to Building a Brand Tracker
        • Template: Brand Awareness Survey
      • Solutions for
        IT Professionals

        All the right tools in all the right places; Capture data and insights, analyze them and take the right actions to deliver a world-class IT experience.

        Overview

        Popular Solutions

        • Platform Security
        • XM Platform TM
        • Employee Experience for IT
        • Qualtrics Integrations

        Educational Resources

        • FedRamp
        • eBook: Key Growth Drivers for IT
        • Blog: IT Help Desk Surveys

    Careers

    • Job Openings
    • Qualtrics Life
    • Sales
    • Engineering
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    About

    • Contact Us
    • 5 For The Fight
    • Newsroom
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    Customers

    • Become an XM advocate
    • Breakthrough Artist Award
    • Under Armour + Qualtrics
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    • Become a partner
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    What is XM?

    • Customer Experience
    • Employee Experience
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    • Brand Experience

    Events & Webinars

    • X4 Summit
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    Resources

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    • Original Research
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    Support

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    • XM Marketplace

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    • Products
      • XM Platform
      • Watch Demo
      • Overview
      • Topics
      • Intelligence and Analytics
      • Actions & Workflows
      • Trust & Governance
      • XM Extensions
      • XM Mobile
      • Customer XM
      • Watch Demo
      • Overview
      • Products
      • Digital
      • Customer Care
      • Location Based
      • Account Management
      • Foundational CX
      • Popular Use Cases
      • Voice of the Customer
      • Net Promoter Score
      • Closed Loop Follow Up
      • Customer Feedback
      • Employee XM
      • Watch Demo
      • Overview
      • Products
      • Employee eEgagement Software
      • 360 Degree Feedback
      • Employee Benefits Optimizer
      • IT Technology Experience
      • Back to Business for Employees
      • Popular Use Cases
      • Action Planning
      • Employee Pulse Programs
      • Onboarding Feedback
      • Exit Diagnostic
      • Brand XM
      • Watch Demo
      • Overview
      • Popular Use Cases
      • Brand Tracking
      • Ad Testing
      • COVID-19 Brand Trust Pulse
      • Brand Perception Study - XM solution
      • Brand Performance - XM solution
      • Brand Diagnostic - XM solution
      • Brand Awareness - XM solution
      • Product XM
      • Watch Demo
      • Overview
      • Popular Use Cases
      • Pricing Research
      • Concept Testing
      • Market Segmentation
      • Product Naming
      • Product Satisfaction
      • Feature Prioritization
      • Core XM
      • Watch Demo
      • Overview
      • Products
      • Survey software
      • Advanced Research
      • Conjoint Analysis
      • Website Feedback
      • Panel Management
      • Survey Distribution
      • Enterprise Feedback
    • Solutions
      • Industry
        • Education
        • Overview
        • Popular Solutions
        • Return to Learn Hub
        • Student Experience
        • Faculty and Staff Experience
        • Education Surveys and Academic Research
        • Educational Resources
        • Webinar: XM for Continuous School Improvement
        • Case Study: Jackson College
        • Blog: Selecting an Academic Research Platform
        • Healthcare
        • Overview
        • Popular Solutions
        • Patient Customer Experience - XM solution
        • Telehealth - XM solution
        • Healthcare Workforce Pulse - COVID-19 solution
        • Provider Engagement Software
        • Educational Resources
        • eBook: Experience Management in Healthcare
        • Webinar: Transforming Employee + Patient Experiences
        • Blog: Digital Healthcare Transformation
        • Technology
        • Overview
        • Popular Solutions
        • Website & App Feedback
        • Digital CX
        • Product Satisfactions XM solution
        • CX Account Management
        • Educational Resources
        • eBook: Designing a World-Class Digital CX Program
        • Case Study: Fandango
        • eBook: Essential Website Experience Playbook
        • Blog: How to get App Feedback from Users
        • Retail & CPG
        • Overview
        • Popular Solutions
        • Retail Customer experience - XM solution
        • Supermarket & Grocery Customer Experience - XM solution
        • Location Based CX
        • Educational Resources
        • eBook: Become a Leader in Retail Customer Experience
        • eBook: CX in the Retail Industry
        • Case Study: Under Armour
        • Blog: Boost Customer Experience with Brand Personalization
        • Financial Services
        • Overview
        • Popular Solutions
        • Health Insurance Customer Experience - XM solution
        • Property & Casualty Insurance Customer Experience - XM solution
        • Wealth Management Customer Experience - XM solution
        • Banking Customer Experience - XM solution
        • Educational Resources
        • Case Study: Allianz
        • eBook: Experience Leadership in Financial Services
        • Blog: Reducing Customer Churn for Banks and Financial Institutions
        • Blog: Improve CX in Banking
        • Government
        • Overview
        • Popular Solutions
        • Back to Business for Communities
        • Government Remote Work and Employee Symptom Check
        • Federal Government Customer Experience - XM solution
        • Fedramp Security Accredidation
        • Educational Resources
        • Webinar: How to Drive Government Innovation Through IT
        • Case Study: Provo City
        • Blog: 5 Ways to Build Better Government with Citizen Feedback
        • B2B
        • Overview
        • Popular Solutions
        • B2B Technology & Manufacturing - XM solution
        • Walker CX Solution for B2B Companies - XM solution
        • CX Account Management
        • Educational Resources
        • Case Study: Microsoft
        • Case Study: Fuji Xerox
        • eBook: Best Practices for B2B CX Management
        • Blog: Best Practices for B2B Customer Experience Programs
        • Travel & Hospitality
        • Overview
        • Popular Solutions
        • Hotels & Hospitality Customer Experience - XM solution
        • Airline Customer Experience - XM solution
        • Location Based CX
        • Educational Resources
        • Case Study: Solution for World Class Travel Customer Experience
        • Webinar: How Spirit Airlines is Improving the Guest Travel Experience
        • Blog: 6 Ways to Create Breakthrough Travel Experiences
        • Blog: How to Create Better Experiences in the Hospitality Industry
        • Automotive
        • Overview
        • Popular Solutions
        • Location Based CX
        • Brand Tracking
        • Frontline Connect
        • Educational Resources
        • Case Study: BMW
        • CX in the Automotive Industry
        • News: Qualtrics in the Automotive Industry
        • Media & Telco
        • Overview
        • Popular Solutions
        • Telecommunications Customer Experience - XM solution
        • Digital CX
        • Brand Tracking
        • Educational Resources
        • Case Study: Fandango
        • X4: Market Research Breakthroughs at T-mobile
        • Case Study: Media and Yahoo
      • Role & Team
        • Market Research
        • Overview
        • Popular Solutions
        • Survey tool
        • Research & insights
        • Conjoint analysis
        • Advance analysis
        • Educational Resources
        • Webinar: Four principles of modern research
        • eBook: Handbook of question design
        • Case Study: Microsoft
        • CX Professional
        • Overview
        • Popular Solutions
        • Digital CX
        • Customer Care
        • Location Based
        • Account Management
        • Foundational CX
        • Educational Resources
        • Qualtrics Master Sessions: Customer experience
        • eBook: 16 Ways to Capture and Capitalize on Customer Insights
        • Case Study: BMW
        • Report: The Total Economic Impact of Qualtrics CustomerXM
        • Human Resources
        • Overview
        • Popular Solutions
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        • Training surveys
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        • Onboarding feedback
        • Educational Resources
        • Webinar: How HR can Help Employees Blaze Their Own Trail
        • Case Study: Volkswagen
        • eBook: The HR leader's Success Kit
        • Digital
        • Overview
        • Popular Solutions
        • Website App Feedback Surveys
        • Online Reputation Management
        • Digital Customer Experience
        • Adobe Analytics Integration
        • Educational Resources
        • Webinar: CX in a Digital Age
        • eBook: World-Class Digital CX Programs
        • eBook: Humanizing Digital Experience
        • Article: What is Digital Customer Experience Management & How to Improve It
        • Product Management
        • Overview
        • Popular Solutions
        • Pricing Research
        • Concept Testing
        • Market Segmentation
        • Educational Resources
        • Qualtrics Master Sessions: Products Innovators & Researchers
        • eBook: Intro to Product Concept Testing
        • Case Study: Under Armour
        • Customer Service
        • Overview
        • Popular Solutions
        • Customer Care
        • Contact Center Customer Experience
        • Customer Service Survey
        • Educational Resources
        • Case Study: Jet Blue
        • eBook: Distrupt the 2020 contact center
        • Webinar: 5 ways to Transform your Contact Center
        • Blog: Superior Customer Service Examples
        • Marketing
        • Overview
        • Popular Solutions
        • Brand Tracking
        • Ad Testing
        • Digital Customer Experience
        • Website feedback
        • Educational Resources
        • Qualtrics Master Sessions: Brand Experience
        • eBook: Ultimate Guide to Building a Brand Tracker
        • Template: Brand Awareness Survey
        • IT Professionals
        • Overview
        • Popular Solutions
        • Platform Security
        • XM Platform TM
        • Employee Experience for IT
        • Qualtrics Integrations
        • Educational Resources
        • FedRamp
        • eBook: Key Growth Drivers for IT
        • Blog: IT Help Desk Surveys
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    Gestión de la Experiencia
    Experiencia del Cliente Experiencia del Empleado Experiencia de Marca Investigación de Mercado
    • Gestión de la Experiencia
    • Experiencia de Marca

    ¿Qué es la gestión de la experiencia de marca (BX)?


    Hemos elaborado esta completa y exhaustiva guía de Experiencia de Marca para proporcionarte las herramientas y la información que necesitas para gestionar, crear estrategias, medir e impactar en todos los aspectos de la Experiencia de Marca para tu negocio.

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    Conciencia de Marca

    Brand Awareness: qué es y por qué es importante

    ¿De qué se trata el Brand Awareness? El nombre ya nos da una indicación: estamos hablando de la marca de una empresa. ¿Pero a qué nos referimos específicamente?
    Tiempo de lectura 10

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    Brand Awareness: qué es y por qué es importante
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    Percepción de la Marca

    Imagen de marca

    Una imagen de marca positiva es decisiva para el éxito de una empresa. Puede hacer que los productos y servicios sean mejor valorados por los clientes y generen más ventas. Pero ¿qué es exactamente una imagen de marca y cómo se construye?
    Tiempo de lectura 7

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    Imagen de marca
    Tiempo de lectura 7

    Gestión de la marca

    Estrategia de marca

    El objetivo de la estrategia de marca de una empresa debe ser que los clientes siempre elijan la marca en cuestión, incluso frente a una fuerte competencia. Por lo tanto, una estrategia de marca debe asegurar la lealtad a largo plazo de los clientes. En este artículo, te explicamos cómo las empresas pueden desarrollar una estrategia de marca, qué tipos de estrategia existen y qué hay que tener en cuenta al elaborarla.
    Tiempo de lectura 6

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    Estrategia de marca
    Tiempo de lectura 6
    Posicionamiento de marca
    Tiempo de lectura 8

    Análisis de la competencia

    Análisis de la competencia

    El análisis de la competencia es un paso obligatorio para cualquier empresa que desee realizar un estudio de mercado, desarrollar un plan de negocio o adoptar una nueva estrategia de marketing. ¿Cómo identificar claramente a los competidores? ¿Qué datos se deben recolectar? ¿Y cuáles son las etapas para llevar a cabo este estudio?
    Tiempo de lectura 11

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    Análisis de la competencia
    Tiempo de lectura 11

    Segmentación de Mercado

    Segmentación de mercado


    Tiempo de lectura 8

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    Segmentación de mercado
    Tiempo de lectura 8

    La experiencia de la marca es lo que impulsa las percepciones, emociones y preferencias de los clientes objetivo, que influyen en su comportamiento de compra y uso.

    En los últimos diez años, los consumidores se han vuelto cada vez más escépticos ante las promesas que las marcas les hacen llegar, dejando a las organizaciones con un doloroso descubrimiento: lo que funcionó para las marcas en el pasado es cada vez menos relevante hoy en día. Los mensajes van y vienen, pero los consumidores recuerdan la experiencia que tienen al interactuar con una marca, y esa experiencia se paga: Los defensores de las marcas tienen un 50% más de probabilidades de influir en una compra.

    La construcción de marcas duraderas es más difícil que nunca, y las empresas deben vigilar y mejorar sin cesar cómo se perciben sus marcas. La gestión de la experiencia de la marca ayuda a aumentar el volumen de ventas, a conseguir un precio más alto para los productos y a crear percepciones de marca motivadoras. El 80% de los consumidores dicen que son más leales a las marcas que encuentran maneras de mantenerse relevantes en sus vidas.

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