Cambios en la comunicación con el cliente: de bancos a amigos online

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CLAVES:

  • La transformación digital supone un cambio de cultura que va a afectar a la relación que los bancos mantienen con sus clientes.
  • Hay una idea que subyace en todos los movimientos encaminados a adaptarse al nuevo entorno: empezar a ser percibidos por el cliente como “un buen amigo”.
  • Ejemplos que ilustran esta nueva forma de hacer banca y comunicarse con el cliente son: la startup de pagos Venmo o la nueva imagen en la que está trabajando JP Morgan Chase.

En la actualidad, ya sabemos que la transformación digital va más allá de la simple apertura de nuevos canales de venta. La transformación digital supone un cambio de cultura que va a afectar a toda la cadena de valor del sector, incluyendo la relación que los bancos mantienen con sus clientes.

Dentro de la hoja de ruta de las entidades bancarias para adentrarse en el mundo digital, ya se están incluyendo términos como fintech, usabilidad, millenials, big data, blockchain o la nube. Pero dentro de todo ese marasmo de nuevas tendencias, para algunos analistas, hay una idea que subyace en todos los movimientos encaminados a adaptarse al nuevo entorno.

Dejar de ser vistos como bancos y empezar a ser un “buen amigo del cliente”.

El nuevo sector de la banca 100% online trae consigo una premisa diferenciadora y es la de romper con el concepto tradicional de banco, un tanto denostado en los últimos tiempos, y empezar a funcionar de tal forma que el consumidor los perciba como un buen aliado para ayudar a gestionar sus finanzas de una manera más eficiente, rápida, sencilla y con menor coste.

Para llevar a cabo la adaptación, se hace necesario aplicar cambios en la forma en que las entidades se comunican con el cliente, especialmente desde el momento en que los canales online van ganando peso paulatinamente frente a los canales presenciales.

Podemos poner algunos ejemplos que ilustran esta nueva forma de hacer banca y de comunicarse con el consumidor:

Venmo, una startup de pagos que trata de imitar la interfaz de Whatsapp.

Servicios de pagos móviles y transferencias P2P como Venmo ya han conseguido establecer una mejor comunicación con los consumidores tratando de imitar la forma en que las personas hablan habitualmente entre sí a través de los medios online.

Por ejemplo, palabras demasiado técnicas o que puedan resultar poco conocidas para el cliente son eliminadas totalmente y se sustituyen por iconos más visuales y llamadas sencillas a la acción como “Hacer pago” o “Pedir un pago”. La idea es que el usuario perciba la aplicación como si estuviera hablando con un humano en lenguaje habitual.

Fuente: Venmo
Fuente: Venmo

Como vemos en la imagen de arriba, la interfaz de Venmo trata de ser tan sencilla que, a los ojos del usuario, aparezca como si estuviera utilizando una aplicación al estilo de Whatsapp, de uso cotidiano para comunicarse con sus amigos y familiares.

Se trata de una tendencia que algunos nuevos bancos online y startup fintech están comenzando a ensayar con la finalidad, sobre todo, de llegar a los clientes más jóvenes que en un futuro no muy lejano pasarán a constituir la gran base de usuarios.

JP Morgan Chase se reconvierte en startup de Sillicon Valley.

Otro ejemplo que ilustra esta tendencia lo conocíamos tan solo hace unos días, de la mano de JP Morgan Chase que anunciaba estar trabajando en el desarrollo de un nuevo website cuya comunicación con el cliente está construida a imagen y semejanza de la forma que los consumidores tienen para comunicarse online entre sí.

El objetivo de este nuevo desarrollo es rediseñar la imagen del banco para convertirla en lo más parecido a la imagen que ofrecería una startup. Para hacerlo, frases antes habituales como “Verificar detalles de pago”, o similares, han quedado totalmente eliminadas del nuevo sitio web. En su lugar, el banco vez de referirse al usuario como “cliente”, y a sí mismo como Chase, utiliza los pronombres personas “nosotros” y “tú”. Con este tipo de cambios pretende que el usuario comience a sentirse como si estuviera hablando cara a cara o chateando con un encargado de caja al que conoce desde hace tiempo.

En Diciembre del año pasado puso en funcionamiento una nueva oficina de innovación en Hudson Yards (Manhattan West) que sigue el modelo de funcionamiento de los laboratorios de start-ups de Sillicon Valley. El espacio está ocupado por unos 700 empleados que tienen acceso a los típicos entretenimientos que empresas como Google han puesto de moda.

Por ejemplo, en las paredes se pueden encontrar pantallas digitales con posibilidad de hacer teleconferencias y que permiten a los diseñadores testear nuevos productos directamente en contacto con los consumidores. La música suena en diferentes áreas comunes y existen espacios más tranquilos para mantener conversaciones privadas o zonas para que los empleados puedan relajarse y meditar, o divertirse tocando la guitarra eléctrica o jugando a video juegos. Los empleados además se pueden mover en una espece de scooters a través de la oficina y existen comités designados para diseñar planes de eventos y actividades que incluyen conferencias y hackathones. Todas estas iniciativas siguen el modelo americano de generación de una cultura de innovación y creatividad, al estilo de las empresas de Sillicon Valley.

Fuente: Imagen de las nuevas oficinas de JP Morgan Chase. Fuente: Bizjournals
Fuente: Imagen de las nuevas oficinas de JP Morgan Chase. Fuente: Bizjournals
AMERICAN BANKER. Chase's Website Redesign Focuses on Customers, Not Sales. 14 de Marzo de 2016 [consultado 17-03-2016]. Disponible en: http://www.americanbanker.com/news/bank-technology/chases-website-redesign-focuses-on-customers-not-sales-1079896-1.html
BIZJOURNALS. JPMorgan Chase is latest bank to rebuild itself in a startup's image. 07 de Marzo de 2016 [consultado 17-03-2016]. Disponible en: http://www.bizjournals.com/newyork/news/2016/03/07/jpmorgan-chase-is-latest-bank-to-rebuild-itself-in.html

En la nueva web Chase.com aparece un menú desplegable con la opción “Cosas que puedes hacer”, donde el usuario puede elegir entre hacer una transferencia, comprobar su balance y las principales tareas básicas que los usuarios de banca online llevan a cabo. La idea es que el usuario encuentre esas opciones de forma fácil en una misma página sin tener que abrir páginas y páginas dentro unas de otras. Otros detalles, como dar la bienvenida a los usuarios con un “Welcome”, cuando acceden con sus datos o la posibilidad de hacer consultas en una casilla a modo de buscador (por ejemplo, el usuario puede preguntar “¿Cuál es mi número de cuenta?” y el sistema le devuelve el resultado, etc).

En la gráfica siguiente, que publica Quartz, podemos ver otra serie de expresiones que la web ha cambiado y el término que utiliza en el nuevo lenguaje de comunicación:

Fuente: Quartz
Fuente: Quartz

Pero el lenguaje no es lo único que ha cambiado para volverse más amigable. La navegación del sitio también trata de hacerse más ágil y, por ejemplo, se ha sustituido el anterior “Customer center” por una sección llamada “My information” donde el usuario puede cambiar su dirección de mail y teléfono móvil asociados, modificar sus claves de acceso y acceder a información personal agrupada a través de todas sus cuentas.

Por tanto, como vemos, tanto nuevas startups como grandes bancos tradicionales a nivel global están haciendo importantes modificaciones con el objetivo de adaptar su imagen y comunicación con el cliente al nuevo entorno digital y generar una nueva experiencia de usuario alejada del tradicional lenguaje bancario que puede resultar un tanto lejano y engorroso para las nuevas tipologías de clientes.

QUARTZ. Banks online are trying to sound more like your best friend and less like a banker. Marzo de 2016 [consultado 17-03-2016]. Disponible en: http://qz.com/636475/banks-online-are-trying-to-sound-more-like-your-best-friend-and-less-like-a-banker/
EL BLOG SALMÓN. ¿Pero en qué consiste esto de la transformación digital de la banca? 011 de Marzo de 2016 [consultado 17-03-2016]. Disponible en: http://www.elblogsalmon.com/mercados-financieros/pero-en-que-consiste-esto-de-la-transformacion-digital-de-la-banca

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