El espejismo de los puntos acumulados: Por qué la lealtad transaccional destruye el margen operativo

by Andrea Vallarta | Aug 3, 2026 | Our ideas

  The Mirage of Accumulated Points: Why Transactional Loyalty Destroys Operating Margin Author: Elena Benitez, CEO of Gerundio. Monitoring the growth in loyalty card issuance or the volume of points redeemed over the last...

La trampa de la automatización ciega: Por qué la tecnología sin criterio destruye el valor de marca

by Andrea Vallarta | Jul 28, 2026 | Our ideas

  The Trap of Blind Automation: Why Technology Without Judgment Destroys Brand Value Author: Elena Benitez, CEO of Gerundio. The corporate rush to delegate customer experience to algorithmic systems is generating a...

El ecosistema de la telemedicina disfuncional: Por qué la tecnología médica sin diseño destruye la confianza del paciente

by Andrea Vallarta | July 20, 2026 | Our ideas

The dysfunctional telemedicine ecosystem: Why medical technology without design destroys patient trust | Gerundio Blog Author: Elena Benitez, CEO of Gerundio. Monitoring the download volume of a new healthcare app usually...

La ilusión del mundial de fútbol: Por qué patrocinar torneos masivos no asegura la preferencia del consumidor a largo plazo

by Andrea Vallarta | July 15, 2026 | Our ideas

The World Cup Illusion: Why Sponsoring Massive Tournaments Doesn't Guarantee Long-Term Consumer Preference Author: Elena Benitez, CEO & Founder of Gerundio. Monitoring the immediate increase in sales of beer, snacks, or screens...

¿Tu customer journey termina en la compra? El error táctico que destruye tu retención

by Andrea Vallarta | July 13, 2026 | Our ideas

Why the Cosmetic Rainbow Destroys Customer Lifetime Value By Elena Benitez, CEO & Founder of Gerundio. Treating the customer's journey as a straight line that ends with a thank you for the purchase is the reason why your churn is higher than...

Gamificación en lealtad: cuándo funciona, cuándo falla y por qué importa la diferencia

by Andrea Vallarta | July 7, 2026 | Our ideas

Why the Cosmetic Rainbow Destroys Customer Lifetime Value By Elena Benitez, CEO & Founder of Gerundio. By Lalo, Head of Strategy & Content at Gerundio. Monitoring artificial activity spikes is often mistaken for success. That metric...