El consumidor español, el que más fuerte apuesta en el mundo por las fintech

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CLAVES:

  • La industria bancaria ha apostado decididamente por la colaboración como estrategia principal para hacer frente a la disrupción fintech.
  • Casi el 70% de los españoles utiliza productos o servicios ‘fintech’, algo más que la media de los consumidores a nivel mundial (63%).
  • Los bancos han mejorado el ratio de experiencia del cliente en más del 85% a nivel mundial, sin embargo ese ratio de satisfacción ha disminuido en el caso de España.
  • En España, solamente el 35,7% de los usuarios afirma estar satisfecho con su banco.

En los últimos tiempos se han escrito cientos de artículos e informes que hablan sobre la disrupción en el sector bancario, y cómo el verdadero potencial de los nuevos entrantes al mercado es la oportunidad que ofrecen para colaborar con las entidades bancarias tradicionales.

Muchas investigaciones del sector están llegando a la conclusión de que la industria bancaria ha apostado decididamente por la colaboración como estrategia principal para hacer frente a la disrupción fintech. Esta es, entre otras muchas, una de las grandes conclusiones que arroja el nuevo informe Mundial de Banca Minorista 2016 (World Retail Banking Report, WRBR), publicado hace unos días por Capgemini y Efma.

El 70% de los españoles utiliza productos o servicios ‘fintech’.

Otro de los datos que resultan llamativos del informe es que, según él, casi el 70% de los españoles utiliza productos o servicios ‘fintech’, algo más que la media de los consumidores a nivel mundial (63%).

Fuente: Capgemini & EFMA
Fuente: Capgemini & EFMA

Fuente: Capgemini & EFMA

El estudio revela que el 51% de los españoles recomendaría a sus amigos y familiares su proveedor ‘fintech’, mientras que solamente un 30% recomendaría a su banco.

Aunque el 96% de los directivos de la banca tradicional coincide en que el sector evoluciona hacia un ecosistema digital, en el que las ‘fintech’ desempeñan un papel mucho más importante, únicamente el 13% asegura que ha lanzado las iniciativas necesarias para competir con estos nuevos actores.

De acuerdo con el estudio, las ‘fintech’ se hacen cada día más populares entre los consumidores de todo el mundo, gracias a la percepción de que son fáciles de usar (según el 82% de los encuestados), dan un servicio con rapidez (81%) y proporcionan una experiencia positiva (80%).

Fuente: Capgemini & EFMA
Fuente: Capgemini & EFMA

Los bancos, sin embargo, parecen infravalorar las ventajas de estos servicios y solamente el 36% coincide en que las ‘fintech’ ofrecen un servicio ágil, una diferencia de 45 puntos porcentuales respecto a lo que opinan los consumidores, y solo el 40% admite que proporcionan una buena experiencia, una diferencia de 40 puntos porcentuales.

Solo el 37,7% de los españoles está satisfecho con su banco.

Por otra parte, de acuerdo con el Índice de Experiencia del Cliente (CEI) de Capgemini, los bancos han mejorado el ratio de experiencia del cliente en más del 85% de los países analizados en el informe y la subida del índice a nivel mundial se sitúa en 2,9 puntos.

Sin embargo, no es así en el caso de España, donde el índice de experiencia ha caído 8,4 puntos en comparación con el de 2015 y solamente el 35,7% de los usuarios afirma estar satisfecho con su banco, el porcentaje más bajo de los 32 países estudiados.

Fuente: Capgemini & EFMA
Fuente: Capgemini & EFMA

Esta percepción se refleja en datos como que únicamente uno de cada diez consumidores españoles se muestra interesado en adquirir otro producto de su banco, frente al 16% del resto de países.

A nivel mundial, el 70% de los bancos considera que la confianza que despiertan en los usuarios es su mayor fortaleza pero, aunque es cierto que actualmente disfrutan del mayor nivel de confianza (el 94% de los consumidores a nivel mundial confían completamente o bastante en ellos), el 88% confía completamente o bastante en las ‘fintech’.

Capgemini5
Fuente: Capgemini & EFMA

No obstante, pese al rápido avance del cambio, una inquietud que reconoce el 90% de los directivos de banca entrevistados, menos de una cuarta parte cree que tienen ventaja frente a las ‘fintech’ en cuanto a agilidad o capacidad de innovación para hacer frente a esta disrupción.

La dificultad de los bancos para innovar deja vía libre a las ‘fintech’ para la captación de nuevos clientes“, ha afirmado el responsable global de Banca y Servicios Financieros de Capgemini, Anirban Bose.

Ante este escenario, los bancos tienen la oportunidad de empezar a colaborar con estas entidades, pero deben formular un plan de acción con rapidez, antes de que el nuevo entorno financiero, a tenor de la velocidad con la que evoluciona, deje atrás cualquier posibilidad de cambiar”, ha añadido.

YAHOO FINANCE. El 70% de los españoles utiliza productos o servicios ‘fintech’, según Capgemini y Efma. 20 de Abril de 2016 [consultado 21-04-2016]. Disponible en: https://es.finance.yahoo.com/noticias/70-espa%C3%B1oles-utiliza-productos-servicios-105055410.html?linkId=23688606

Es necesario entender a las fintech como aliadas.

Cerca de dos tercios de los directivos de banca entrevistados consideran que es necesario entender a las ‘fintech’ como aliadas, introduciendo en sus estrategias de desarrollo la fórmula de la colaboración (46%) y la inversión (44%). Menos de una quinta parte de los profesionales (18%) apunta que tienen planes para la adquisición de empresas ‘fintech’ o de su tecnología.

Esta voluntad de alianzas con las ‘fintech’ muestra que los bancos no se sienten preparados para operar en un futuro que se asienta en interconexiones digitales seguras“, ha explicado el secretario general de Efma, Vincent Bastid.

Colaborando con estas empresas, los bancos pueden beneficiarse de la orientación que éstas les brinden y que necesitan en cuanto al desarrollo de productos y servicios, así como reforzar su voz en la definición de su papel central en el actual entorno bancario“, ha añadido.

Según concluye el informe, los bancos deben pensar “a lo grande” en sus esfuerzos por satisfacer las nuevas demandas de los clientes en la era digital y sus prioridades deben ser la renovación de los sistemas centrales y la plena competencia en el desarrollo de software basado en modelos API3.

Documento completo: Capgemini & EFMA – World Retail Banking Report 2016

Capgemini6

CAPGEMINI & EFMA. World Retail Banking Report 2016. Abril de 2016 [consultado 21-04-2016]. Disponible en: https://www.worldretailbankingreport.com

 Descargar documento en pdf

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