{"id":3896,"date":"2017-08-01T14:23:09","date_gmt":"2017-08-01T21:23:09","guid":{"rendered":"https:\/\/www.couchbase.com\/blog\/?p=3896"},"modified":"2023-06-16T07:34:07","modified_gmt":"2023-06-16T14:34:07","slug":"digital-innovation-facing-data-dilemma-part-one-engagement-challenge","status":"publish","type":"post","link":"https:\/\/www.couchbase.com\/blog\/es\/digital-innovation-facing-data-dilemma-part-one-engagement-challenge\/","title":{"rendered":"\u00bfSe enfrenta la innovaci\u00f3n digital a un dilema de datos? Primera parte: el reto del compromiso"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">La tecnolog\u00eda est\u00e1 transformando todos los sectores: desde el comercio minorista y los medios de comunicaci\u00f3n hasta la sanidad y el transporte. Esta transformaci\u00f3n se basa en la idea de interactuar con los clientes a trav\u00e9s de experiencias nuevas y mejoradas. Pero que se est\u00e9 produciendo una transformaci\u00f3n no significa que todas las empresas vayan a beneficiarse de ella. Couchbase ha lanzado recientemente su <a href=\"https:\/\/info.couchbase.com\/2017_CIO_Survey_Report_LP.html\"><span class=\"s2\">Investigaci\u00f3n sobre el dilema de los datos<\/span><\/a> - una encuesta realizada a 450 altos responsables de la toma de decisiones digitales en Estados Unidos, Reino Unido, Francia y Alemania que muestra c\u00f3mo las empresas de todo el mundo est\u00e1n sometidas a la presi\u00f3n de transformarse. Sin embargo, tambi\u00e9n se enfrentan a un importante dilema de datos, que podr\u00eda tener graves consecuencias para su propia existencia.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Consulte la infograf\u00eda <a href=\"https:\/\/www.couchbase.com\/blog\/es\/binaries\/content\/assets\/website\/docs\/infographics\/cio-survey-infographic\/\"><span class=\"s2\">aqu\u00ed<\/span><\/a><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">A lo largo de las pr\u00f3ximas semanas, en una serie de tres art\u00edculos de blog, vamos a profundizar un poco m\u00e1s en el trasfondo de este dilema de datos. Empezaremos hablando de la necesidad de una nueva forma de relacionarse con los clientes. A continuaci\u00f3n, nos sumergiremos en la crisis de datos real a la que se enfrentan las empresas. Por \u00faltimo, analizaremos las posibles consecuencias antes de discutir c\u00f3mo pueden resolver las empresas su dilema de datos.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><b>Perturbaci\u00f3n digital<\/b><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">La primera lecci\u00f3n es que la disrupci\u00f3n digital ha llegado para quedarse. Desde varios servicios de transmisi\u00f3n de v\u00eddeo en los medios de comunicaci\u00f3n hasta Amazon en el comercio minorista y m\u00e1s all\u00e1, pasando por Airbnb en los viajes, todos podemos pensar en ejemplos de empresas que han transformado sus sectores gracias a la forma en que utilizan la tecnolog\u00eda. Los responsables de la toma de decisiones digitales est\u00e1n de acuerdo en que esto es inevitable: El 73% cree que su sector est\u00e1 siendo perturbado actualmente por la tecnolog\u00eda digital, mientras que el 16% afirma que es s\u00f3lo cuesti\u00f3n de tiempo. \u00bfPor qu\u00e9 ocurre esto? Porque las industrias se dan cuenta de que la experiencia del cliente tiene que evolucionar. El 94% afirma que mejorar la experiencia del cliente es \"muy\" o \"algo\" importante, mientras que el 95% est\u00e1 de acuerdo en que el objetivo \u00faltimo de la innovaci\u00f3n digital debe ser ofrecer a los clientes y usuarios finales una experiencia realmente \u00fanica.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">No hay duda de que los equipos digitales est\u00e1n sintiendo el calor: el 80% de los responsables de la toma de decisiones se sienten presionados para mejorar constantemente la experiencia del cliente de su organizaci\u00f3n a trav\u00e9s de proyectos de innovaci\u00f3n digital. Pero, \u00bfen qu\u00e9 consiste esta mejora? Aunque una experiencia realmente \u00fanica es clave para captar la atenci\u00f3n de los clientes, para tener \u00e9xito, las empresas deben ir m\u00e1s all\u00e1 de las experiencias y conseguir un verdadero compromiso. Esto significa no s\u00f3lo atraer e impresionar a los clientes con una \u00fanica experiencia, sino ofrecerles una serie de experiencias excelentes y constantes que les permitan volver a por m\u00e1s y establecer una relaci\u00f3n duradera con la empresa. Por ejemplo, las principales empresas de comercio electr\u00f3nico y streaming de medios de comunicaci\u00f3n de hoy en d\u00eda no s\u00f3lo ofrecen a los clientes una experiencia en l\u00ednea \u00fanica, sino que tambi\u00e9n les ofrecen televisi\u00f3n, pel\u00edculas o productos que les interesan y se aseguran de estar siempre compartiendo nuevas formas de mantener a esos clientes comprometidos. Cualquier empresa de \u00e9xito deber\u00eda aspirar a hacer lo mismo: ofrecer experiencias digitales que no s\u00f3lo atraigan a los clientes, sino que eleven el list\u00f3n de todo su sector.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><b>\u00bfYa hemos llegado?<\/b><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Entonces, con la presi\u00f3n de los de arriba y una clara voluntad de \u00e9xito, \u00bfpor qu\u00e9 no vivimos experiencias nuevas cada d\u00eda? Bueno, una cosa es tener una ambici\u00f3n y otra muy distinta cumplirla. El 90% de los encuestados afirma que, aunque a menudo se habla del potencial revolucionario de los proyectos digitales, la mayor\u00eda de las veces s\u00f3lo aportan mejoras incrementales. La experiencia corrobora esta afirmaci\u00f3n: El 48% de las organizaciones s\u00f3lo han sido capaces de lograr, en el mejor de los casos, mejoras incrementales en la experiencia del cliente a trav\u00e9s de proyectos digitales, mientras que en el otro extremo de la escala, s\u00f3lo el 4% afirma haber revolucionado la experiencia hasta el punto de hacerla \u00fanica en su sector. A pesar de su aparente importancia, la mejora de la experiencia del cliente ni siquiera es el beneficio m\u00e1s com\u00fan que las empresas han obtenido de los proyectos de innovaci\u00f3n digital. En su lugar, los procesos de trabajo m\u00e1s eficientes ocupan el primer lugar: bienvenidos, sin duda, pero no est\u00e1n preparados para elevar el list\u00f3n de un sector.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">\u00bfCu\u00e1l es la causa de que las ambiciones se vean frustradas de esta manera? \u00bfY cu\u00e1l es la soluci\u00f3n? En \u00faltima instancia, las empresas tienen que dejar de ver la transformaci\u00f3n digital como un proceso incremental para verla como algo verdaderamente revolucionario. Esto deber\u00eda reflejarse en la inversi\u00f3n. El a\u00f1o pasado, las empresas gastaron una media de $5,7M en proyectos de transformaci\u00f3n digital, una cantidad que, teniendo en cuenta el presupuesto operativo de la empresa media, no es probable que transforme realmente un negocio. En \u00faltima instancia, gran parte de esta frustraci\u00f3n de ambiciones se reduce a la forma en que las organizaciones abordan y utilizan los datos.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">En la pr\u00f3xima entrega, explicar\u00e9 con precisi\u00f3n por qu\u00e9 y c\u00f3mo esto se est\u00e1 convirtiendo ahora en una cuesti\u00f3n cr\u00edtica.<\/span><\/p>\n<p class=\"p1\">","protected":false},"excerpt":{"rendered":"<p>Technology is transforming every industry: from retail and media to healthcare and transportation. This transformation is built on the idea of engaging with customers through new, improved customer experiences. 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