{"id":21660,"date":"2025-08-20T10:16:37","date_gmt":"2025-08-20T08:16:37","guid":{"rendered":"https:\/\/madisonmk.com\/?post_type=portfolio&#038;p=21660"},"modified":"2025-08-20T14:38:39","modified_gmt":"2025-08-20T12:38:39","slug":"caso-de-exito-estudio-inclusion-digital-2","status":"publish","type":"portfolio","link":"https:\/\/madisonmk.com\/en\/clientes-casos-de-exito\/caso-de-exito-estudio-inclusion-digital-2","title":{"rendered":"Estudio de Inclusi\u00f3n Digital"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"21660\" class=\"elementor elementor-21660\" data-elementor-post-type=\"portfolio\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-988ca77 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"988ca77\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-579135e9\" data-id=\"579135e9\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-755cbdb9 elementor-invisible elementor-widget elementor-widget-heading\" data-id=\"755cbdb9\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInUp&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Estudio de inclusi\u00f3n digital<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38d47464 elementor-invisible elementor-widget elementor-widget-text-editor\" data-id=\"38d47464\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInUp&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"249\" data-end=\"545\">Una compa\u00f1\u00eda l\u00edder del sector energ\u00e9tico en pleno proceso de transformaci\u00f3n digital se enfrentaba al reto de aumentar la adopci\u00f3n de sus canales digitales entre su base de clientes. Aunque dispon\u00eda de una web y una app funcionales, solo uno de cada cuatro clientes las utilizaba habitualmente para gestionar su relaci\u00f3n con la marca.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-7d0df97c elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"7d0df97c\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-5674a6e2\" data-id=\"5674a6e2\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ba43152 elementor-widget elementor-widget-heading\" data-id=\"ba43152\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><font face=\"Montserrat, sans-serif\"><span style=\"font-size: 30px\">El objetivo<\/span><\/font><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4a6d0d63 elementor-widget elementor-widget-text-editor\" data-id=\"4a6d0d63\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Incrementar el uso de los canales digitales, identificando las barreras de adopci\u00f3n y los distintos perfiles de clientes, para as\u00ed dise\u00f1ar acciones espec\u00edficas que favorecieran la inclusi\u00f3n digital.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-443ff0f6 elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"443ff0f6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/madisonmk.com\/wp-content\/uploads\/elementor\/thumbs\/asefgfdagdfsgdsf-scaled-raiwiqrsupptn9otfrjgsy90j62si25kxbe4qa82ig.jpg\" title=\"asefgfdagdfsgdsf\" alt=\"asefgfdagdfsgdsf\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-1bb71543\" data-id=\"1bb71543\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-39756c8e elementor-widget elementor-widget-heading\" data-id=\"39756c8e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span style=\"font-family: Montserrat, sans-serif\">Metodolog\u00eda y resultados clave<\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4b38615e elementor-widget elementor-widget-text-editor\" data-id=\"4b38615e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"801\" data-end=\"897\">Desde\u00a0<strong data-start=\"807\" data-end=\"843\">Madison CX, Insights &amp; Analytics<\/strong>,\u00a0<span class=\"TextRun SCXW175367107 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW175367107 BCX0\">se plante\u00f3 una investigaci\u00f3n cualitativa centrada en entender a fondo el comportamiento y las motivaciones de los clientes.<\/span><\/span><\/p><p data-start=\"801\" data-end=\"897\"><strong data-start=\"901\" data-end=\"937\">Grupos de discusi\u00f3n presenciales<\/strong>\u00a0con clientes de diferentes perfiles.<\/p><ul data-start=\"899\" data-end=\"1180\"><li data-start=\"977\" data-end=\"1180\"><p data-start=\"979\" data-end=\"1180\"><strong data-start=\"979\" data-end=\"1018\">Gu\u00edas de conversaci\u00f3n estructuradas<\/strong>\u00a0para profundizar en la relaci\u00f3n con la compa\u00f1\u00eda, las barreras emocionales, cognitivas y t\u00e9cnicas, y las motivaciones que condicionaban los h\u00e1bitos de contacto.<\/p><\/li><\/ul><p data-start=\"1182\" data-end=\"1379\">El estudio revel\u00f3 que las barreras digitales no eran exclusivas de la relaci\u00f3n con la compa\u00f1\u00eda, sino que respond\u00edan a patrones de comportamiento y personalidad comunes frente a la digitalizaci\u00f3n.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-6f87a889 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"6f87a889\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-a482ac0\" data-id=\"a482ac0\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7c59bd96 elementor-widget elementor-widget-heading\" data-id=\"7c59bd96\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Conclusiones<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-411e4b2a elementor-widget elementor-widget-text-editor\" data-id=\"411e4b2a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">Este estudio permiti\u00f3 a esta empresa avanzar hacia un modelo de atenci\u00f3n m\u00e1s eficiente e inclusivo, apoy\u00e1ndose en el conocimiento profundo del cliente y en estrategias accionables.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Desde <strong data-start=\"807\" data-end=\"843\">Madison CX, Insights &amp; Analytics<\/strong>, demostramos nuevamente c\u00f3mo la combinaci\u00f3n de escucha activa, an\u00e1lisis cualitativo y dise\u00f1o de soluciones a medida, transforma los retos de nuestros clientes en oportunidades de evoluci\u00f3n digital sostenible y centrada en las personas<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"featured_media":22068,"menu_order":1,"template":"","portfolio-category":[32],"portfolio-tag":[],"class_list":["post-21660","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio-category-cx-insight-analytics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Estudio de Inclusi\u00f3n Digital | MADISON<\/title>\n<meta name=\"description\" content=\"Una compa\u00f1\u00eda l\u00edder del sector energ\u00e9tico en pleno proceso de transformaci\u00f3n digital se enfrentaba al reto de aumentar la adopci\u00f3n de sus canales digitales entre su base de clientes.\" 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