Examinando por Materia "Customer Journey Map"
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Ítem Análisis de la experiencia del usuario mediante mediciones sensoriales en momentos de consumo(Universidad EAFIT, 2015) Mendoza Lascano, Mireya; Palacio López, Carolina; Bejarano Botero, Luis Mauricio; Gentilin Gentilin, MarianoEl mercadeo experiencial se basa en tres componentes fundamentales: la organización, la experiencia del usuario y las personas -- La organización es la encargada de definir el contexto en el que una experiencia se llevará a cabo -- Las personas se ven como seres racionales y emocionales y el mercadeo da prioridad a lo emocional y, por lo tanto, busca maneras de medir las emociones -- Por último, la experiencia del usuario, que constituye un suceso construido de manera individual por cada persona -- En el presente estudio se evalúa la experiencia del usuario en el restaurante El Cielo, que representa una experiencia gastronómica única en Colombia, debido a la combinación de creatividad y cocina de autor, con el mercadeo experiencial, lo que lo posiciona como un referente en el enfoque del mercadeo posmoderno -- La metodología aplicada para llevar a cabo el trabajo consta de dos sesiones in situ y entrevistas en profundidad que incluyen rueda de Plutchick y el gráfico de los cinco sentidos, con el fin de medir las emociones y el involucramiento de los sentidos, en su orden -- La información se triangulará a partir de las siguientes herramientas: Q sensor y Emotiv, que son dos marcas de equipos tecnológicos usados en neuromarketingÍtem Análisis de la viabilidad para la venta de vestidos de baño en redes sociales y comercio electrónico(Universidad EAFIT, 2018) Gómez Ruíz, Nicolás; Monroy Osorio, Juan Carlos; Rojas de Francisco, Laura IsabelSocial networks and digital media, according to Stokes (2013), have become the new way to explore content and connect with customers; Digital marketing has the same purpose, intentions and objectives as traditional marketing -- With this in mind, Granadina Beach Moments a Colombian company founded in 2010 that operates in the area of beachwear and that according to its business vision works with high quality inputs that are seen in the use of imported fabrics, manual work and color as protagonists, was raised as a case in which from an entrepreneur perspective has been able to verify that the business extends to the digital plane -- With this research work, the feasibility of converting a company selling swimwear into an e-commerce was analyzed; by means of quantitative methodologies, such as monitoring the main key performance indicators (KPIs) in sales and in digital media using tools such as Google Analytics and social listening, to identify their behavior in relation to sales objectives, and qualitative tools, such as in-depth interviews, focus groups, experience map, eye tracker, wise cluster, cognitive walkthrough, about the experience in the web portal -- The results show the feasibility of converting the company that is being studied in an e-commerce, from aspects related to the purchase experience, the value to execute it and the percentage of conversionÍtem Caracterización de la experiencia en el proceso de trabajos de grado desde el Centro de Servicios Compartidos, para los estudiantes de las maestrías en profundización de la Escuela de Administración de la Universidad EAFIT(2018) Delgado Cuéllar, Nurth Constanza; Henao Cálad, Mónica; Bejarano Botero, Luis MauricioIn the final report of this investigation, the experience from the students of the Shared Services Center, from EAFIT University was characterized -- In 2016 when the different processes, were brought into line it was identified that the final papers had a particular logic within the development of every program -- Because of this, it became necessary to validate which could be the best way to approach the study, based on valid sources -- And the identification of student’s needs, then a focal group was guided by a semi-structured interview -- Positive and negative aspects were investigated inside their report development cycle -- To conclude, the design of an ideal experience for each of the users was included -- The presented elements have as a main purpose, contribute on the restructuring of the final papers, which, from February 2017, have been being developed by each of the coordinations and led the Management Dean from Eafit University in the academic area -- In addition, this will contribute to the standardization of the process that is being developed inside of the Shared Services Center from the schoolÍtem Cómo afectan los micromomentos en la compra de regalos en el e-commerce Adoomicilio.com(2018) Vidal Castro, Diana Carolina; Monroy Osorio, Juan Carlos; Mejía Gil, María ClaudiaThis research work aims to describe the shopping experience of Adoomicilio.com customers taking into account the methodology of micro-moments, which allows to identify the different key moments that a customer goes through when buying a gift in Adoomicilio.com, derived from this identify strategies and opportunities for improvement for the brand -- As a methodology for development, a mixed investigation was carried out with portal clients, using tools such as interviews, co-creation sessions with the Adoomicilio.com team (qualitative method) and web analytics (quantitative), which revealed the different behaviors of the Adoomicilio.com client throughout the customer journey map -- Subsequently, a relationship was made between the customer journey map and the micro-moments methodology to identify the relevant moments, strategies and opportunities that Adoomicilio.com can implement to positively influence the decisions of the consumer when buying a gift at home over the internetÍtem Emprendedores, no abogados : Legal Design como estrategia para fortalecer el emprendimiento en Colombia(Universidad EAFIT, 2021) Arias Quintero, María José; López Sierra, Sofía; Torres Varela, José FernandoThe purpose of this paper is to undertake a Legal Design process taking into account the pre-existent research on the barriers to incorporate and sustain entrepreneurships in Colombia. A mapping of the barriers to entrepreneurship in Colombia will be carried out, as well as the existing norms regarding entrepreneurship in Colombia, and the needs of the project's target audience will be identified through interviews. The Legal Design process will be selected for its subsequent execution and construction. All of the abovementioned, with the purpose of reaching conclusions and approaches towards a design prototype that allows entrepreneurs to relate in practice with their legal environment.Ítem Experiencia de los docentes de Posgrados en Mercadeo de la Universidad EAFIT sede Medellín(2018) Marulanda Betancur, Diana Carolina; Rodríguez González, Nubia Juliana; Mejía Gil, María Claudia; Bejarano Botero, Luis MauricioThe present work arises from the interest of investigating and knowing what are the experiences of the professors of the postgraduate programs in marketing of the Universidad EAFIT Medellin -- The experience of the teacher is described at the moment of being linked to the area of marketing prospects (specialization and master's degree) and their perception of the academic and administrative process is detailed -- The research was carried out with a qualitative method, with a level of descriptive depth -- As a basic instrument, the in-depth semi-structured interview is used, in such a way that the experience can be known and later synthesize the findings of the research in a Journey Map -- The findings indicate that in general terms the academic-administrative experience is positive, highlighting the same aspects of planning, logistics and compensation, as well as respect for teacher autonomy -- Among the aspects to be improved are the feedback on the evaluation process and the accompaniment of the professors in their payment process -- The result of this research will become an important point for teacher follow-up, a relevant factor in the process of accreditation of high quality programsÍtem Experiencia de un atleta aficionado durante la práctica deportiva del atletismo(Universidad EAFIT, 2022) Acevedo Castro, Ana María; Bejarano Botero, Luis Mauricio; Acevedo Mejía, Erika CristinaÍtem La experiencia de usuario en el proceso de montaje de un restaurante en la ciudad de Medellín(2018) Cardona Arango, Santiago; Gentilin, Mariano; Bejarano Botero, Luis MauricioThe indicators and economic analysis related to the food service market in Colombia show a sector that is strengthened and grows in a sustainable manner every year, but where, paradoxically, the city of Medellin shows controversial lags in gastronomy compared to Bogotá, the capital city of Colombia -- That is why questions arise about how the owners of restaurants in Medellin assume and go through the whole process of creating a restaurant -- With this research, it is intended, first, to perform a theoretical review on the concepts of user experience and service design, to understand their roots, their definitions and their applications -- Once these concepts have been considered within the framework of the investigation, the results obtained from the in-depth interviews conducted with restaurant owners and experts dedicated to consulting and the creation of restaurants will be analyzed to analyze the user experience in the process of creating a restaurant in MedellinÍtem Identificación de la motivación de vendedores y consumidores participantes en los Mercados Campesinos de La Presidenta y el Parque Gabriel García Márquez (Comuna 14) de Medellín(Universidad EAFIT, 2017) Botero Flórez, Sandra Carolina; Baby Moreno, Jaime; Mejía Gil, María ClaudiaIs Important Identify the motivation behind the purchase of products in Mercados campesinos, or farmer's market by the residents of Comuna 14 in Medellín -- Knowing this we can implement adequate strategies that facilitate the process and help grow the market for this initiative, in order to contribute to the sustainable development of the community-based economy -- The interest of this identification arises from the need to improve in these communities the economy on a smaller scale, which is of importance for our territorial environments and as part of our cultural identity -- One of the most important findings of the present study is to determine, from the psychological and sociological point of view, the reasons why people buy in these markets -- One of the most important is the sense of solidarity that has arisen in the city with the farmers by collaborating with the purchase of their products and the imaginary that they are less man manipulated and freshÍtem Propuesta de una metodología para la captación, desarrollo y venta de futbolistas a partir de la experiencia de los actores involucrados(Universidad EAFIT, 2018) Alzate Saldarriaga, Juan Esteban; García Tabares, Anabel María; Hernández Hernández, Carlos; Mejía Gil, María ClaudiaThe purpose of this research is to analyze the experiences of key people in the processes of recruitment, development and sale of soccer players in Antioquia, for the construction of a methodology that covers this stages, considering that the soccer market is one of the most important global economies and for Colombia, represents the favorite and most popular sport -- The method used in the study is qualitative, with descriptive depth level, with the interview technique -- Twelve in-depth interviews were conducted with the public involved in the process: scouters, soccer players, coaches and directors of Antioquia, which sought to know their experience, synthesize it in the customer journey map, and from them, identify key points to build the method -- The blueprint tool was used, which shows how a sports club can improve the footballer's experience, with actions in the front, back, and the necessary tools to that the desired experience happen -- The most relevant results are: the interests of each actor are different in the stages; the expectations are related to multiple emotions that it is necessary to know how to manage; it is essential to establish clear objectives that guide the work of the team; is necessary to lead creatively to provide the services that allow an optimal development of the team, while ensuring the sustainability of the club -- The result of this research will allow soccer clubs to know a clear work route to design the strategic plan approach for manage it effectivelyÍtem Reestructuración del modelo de negocio en Visión Segura y Cía. Ltda(Universidad EAFIT, 2020) Bernal Barrera, Mauricio; Ortega Álvarez, Ana María