Las estrategias diferenciadoras generando un valor único, condicionan un posicionamiento en la mente del consumidor

Abstract

To identify the differentiating strategies focused on generating a unique value, implemented by Big Data CoE, in order to know the positioning in the consumer's mind. In a global, changing and complex environment; companies struggle daily to position themselves in the market, through continuous strategies that ensure customer satisfaction, consumption and therefore the loyalty with the brand, product and / or services; thus generating a return on their net profitability. Taking into account the importance of the customer, for their purchase decision, consumption and many times the life cycle of a product and / or company; defining it as the main actor that leads companies to achieve success, companies direct all the results of their processes to customer satisfaction or in other words the perception of satisfaction of this; as "an emotional response of the customer to their perceived evaluation between their previous experience / expectations of product, service, organization and performance".