El sector financiero cree que aún queda mucho por hacer para mejorar la experiencia de cliente

189
1200

CLAVES:

  • Las inversiones realizadas hasta ahora no están consiguiendo dar respuesta a las necesidades reales del cliente y existen algunas oportunidades que están siendo desaprovechadas.
  • Hace falta mejorar las herramientas de experiencia del consumidor, así como no ignorar el potencial tanto del móvil como de las redes sociales.
  • Hay una escasa utilización de los tres KPIs esenciales para medir la experiencia de cliente, que serían los ingresos, el nivel de retención y los beneficios.
  • Hace falta incrementar la inversión en la mejora de la experiencia de cliente en los canales de redes sociales.

A pesar de que el sector de la banca a nivel global ya ha reconocido abiertamente la importancia de ofrecer una experiencia de cliente positiva, nuevas investigaciones indican que las inversiones realizadas hasta ahora no están consiguiendo dar respuesta a las necesidades reales del cliente en la actualidad, así como la existencia de algunas oportunidades que están siendo desaprovechadas.

Un nuevo informe publicado por Worldwide Business Research apunta a la necesidad de mejorar las herramientas de experiencia del consumidor, así como de no ignorar el potencial tanto del móvil como de las redes sociales, en este aspecto.

De entrada, el sumario del documento arroja una serie de conclusiones:

  • Las empresas de servicios financieros están empezando a integrar las medidas orientadas a mejorar la experiencia del cliente dentro de los KPIs de la organización. El 70% de los profesionales del sector entrevistados afirman estar teniendo en cuenta los niveles de satisfacción de sus clientes para medir el desempeño de sus iniciativas de experiencia del consumidor.
  • El móvil se ha convertido en uno de los canales más importantes a la hora de abordar una mejor experiencia de cliente en firmas de servicios financieros, y su nivel de importancia sigue creciendo.
  • Las empresas del sector necesitan ser proactivas a la hora de utilizar las redes sociales como medio de atención al consumidor. Actualmente el 84% de los responsables de experiencia de cliente, en el sector, están de acuerdo en afirmar que las redes sociales se han convertido en una prioridad absoluta durante el último año.

Midiendo la experiencia del consumidor.

Pero, ¿cómo se puede medir el nivel de experiencia de consumidor que estamos ofreciendo?

Cuando se pregunta a los profesionales, responsables de este tipo de prácticas, la gran mayoría afirma que utilizan métricas tradicionales como el nivel de satisfacción (71%), lealtad (37%) y engagement (34%) que se registra entre sus usuarios. Aunque esas medidas pueden resultar de ayuda, la realidad es que no son el tipo de datos que se deberían preferir.

Entre los encuestados, se refleja una escasa utilización de los tres KPIs esenciales para medir la experiencia de cliente, que serían los ingresos, el nivel de retención y los beneficios. El no utilizar unos indicadores más tangibles que demuestren el impacto de estas medidas en los ingresos, puede derivar en que los programas de experiencia de cliente no prosperen y esto se debe, principalmente, al hecho de que los tres principales obstáculos, a los que se hace referencia, sean los recursos internos de la organización (30%), el presupuesto (20%) y la aprobación por parte de los puestos de mando de la organización (19%).

WBR

Fuente: WBR
Fuente: WBR

El móvil como plataforma para mejorar la experiencia de cliente.

El 41% de los profesionales del sector indica que ya tienen implementado un canal de atención al cliente vía móvil y otro 33% afirma estar trabajando en ello. Lo que resulta más sorprendente es el hecho de que el 26% de los encuestado afirme no estar seguro o no estar planeando el lanzar un canal de atención móvil en su organización. Quizá, la causa de esto podría ser que, según la investigación, una de las principales barreras a la hora de implementar este tipo de servicios vía móvil es la regulación a la que han de hacer frente las entidades financieras en relación con el tratamiento de los datos, privacidad de la información, así como los posibles problemas técnicos que se derivan de la utilización de los mismos.

Fuente: WBR
Fuente: WBR

Prioridades y oportunidades.

Cuando se pregunta sobre las prioridades de inversión en materia de mejora de la experiencia de cliente se arroja que la parte más importante de los limitados presupuestos con los que se suele contar va destinada a mejorar la experiencia en el canal web. Esto no es nada nuevo, si se tiene en cuenta que el sitio web es una de las principales líneas de defensa con las que cuentan las entidades cuando sucede un problema.

Sin embargo, vemos como el presupuesto que se destina al área de call center es bastante menor. Esto quizá podría deberse a que se trata de un canal ya muy establecido en el sector pero que, sin embargo, va en detrimento en los últimos tiempos en relación con otros canales como son las redes sociales, que los clientes están demandando en mucha mayor medida para solventar sus incidencias.

Fuente: WBR
Fuente: WBR

En relación con los cambios que está experimentando el uso de los diferentes canales, los profesionales del sector apuntan a que las mayores oportunidades para mejorar la experiencia de cliente se encuentran en el ámbito de la web así como del desarrollo de las capacidades de los empleados. Por el contrario, la sucursal figura como una de las oportunidades menos valoradas. Coincidiendo con el nivel de presupuesto que se le asigna, el área de redes sociales es también considerada como una de las oportunidades de mayor potencial.

Fuente: WBR
Fuente: WBR

Recomendaciones.

Como conclusión, el informe de Worldwide Business Research ofrece una serie de recomendaciones a las entidades financieras que deseen mejorar su experiencia de cliente:

  • Empezar a utilizar datos que sean capaces de medir el ROI de las iniciativas de mejora de la experiencia de cliente. Por el contrario, se debe evitar utilizar medidas demasiado típicas y centrarse en todo lo que esté relacionado con el ahorro de costes y la mejora de ingresos. Esto facilitará a la postre la aprobación de presupuestos para nuevas inversiones.
  • Hacer del canal móvil el punto neurálgico de la estrategia de experiencia de cliente.
  • Incrementar la inversión en la mejora de la experiencia de cliente en los canales de redes sociales para ir acordes con el incremento en la demanda de este servicio por parte de los consumidores.

THE FINANCIAL BRAND. Increased Investment Needed for Customer Experience Initiatives. 27 de Abril de 2016 [consultado 27-04-2016]. Disponible en: http://thefinancialbrand.com/58599/customer-experience-cx-investment-financial-services/

Documento completo: Worldwide Business Research – The CXFS 2016 Benchmark Report.

WBR6

WORLDWIDE BUSINESS RESEARCH. The CXFS 2016 Benchmark Report. 27 de Abril de 2016 [consultado 27-04-2016]. Disponible en: http://cxfinance.wbresearch.com/media/1002472/62405.pdf

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