{"id":1355,"date":"2013-04-09T10:17:57","date_gmt":"2013-04-09T02:17:57","guid":{"rendered":"http:\/\/blog.moneythor.com\/?p=50"},"modified":"2024-03-01T11:21:41","modified_gmt":"2024-03-01T03:21:41","slug":"la-satisfaccion-de-los-clientes-de-banca-minorista-no-significa-lealtad","status":"publish","type":"post","link":"https:\/\/www.moneythor.com\/es\/opiniones-de-analisis\/la-satisfaccion-de-los-clientes-de-banca-minorista-no-significa-lealtad\/","title":{"rendered":"La satisfacci\u00f3n de los clientes de banca minorista no significa fidelidad"},"content":{"rendered":"

La relaci\u00f3n entre los clientes de la banca minorista y sus instituciones financieras a menudo puede describirse como tensa y tumultuosa. El papel desempe\u00f1ado por los bancos en la crisis financiera mundial y sus secuelas de p\u00e9rdidas comerciales masivas, los esc\u00e1ndalos de fijaci\u00f3n de la tasa Libor y los planes de evasi\u00f3n fiscal activa, tal como lo documenta Offshore Leaks, ciertamente no est\u00e1n haciendo nada para mejorar la confianza que los clientes obtienen en las entidades a las que conf\u00edan sus servicios. dep\u00f3sitos.<\/p>\n

Pero esa relaci\u00f3n tambi\u00e9n est\u00e1 cargada de paradojas. A pesar de la aparente ruptura de la confianza en las marcas de servicios financieros, informe tras informe de todo el mundo muestran una buena satisfacci\u00f3n de los clientes en sus bancos.<\/p>\n

Satisfacci\u00f3n decente... pero lealtad atroz<\/b><\/p>\n

<\/b>De acuerdo con la\u00a0Informe sobre la banca minorista mundial<\/a>\u00a0Seg\u00fan Capgemini, la satisfacci\u00f3n del cliente alcanz\u00f3 un respetable promedio global de 65% en 2012, con regiones como Am\u00e9rica del Norte a la cabeza con 80% y los bancos de Asia Pac\u00edfico a la zaga con 53%. Sin embargo, los intentos de medir la lealtad de los mismos clientes arrojan resultados preocupantes: s\u00f3lo 50% de clientes conf\u00edan en que permanecer\u00e1n en su banco principal durante los pr\u00f3ximos seis meses.<\/p>\n

\"Satisfacci\u00f3n
\nSatisfacci\u00f3n del cliente con el banco primario (%) por regi\u00f3n, 2012 \u2013 Fuente: Encuesta Voz del Cliente de Banca Minorista 2012, Capgemini<\/em><\/p>\n

No hace falta decir que la lealtad del cliente en la banca, como en cualquier otra industria, es de suma importancia, particularmente en una \u00e9poca en la que los bancos buscan desesperadamente generar ingresos. El valor de por vida de los clientes leales es significativamente mayor a medida que compran m\u00e1s productos bancarios en apoyo de los acontecimientos clave de sus vidas. Por lo general, tambi\u00e9n cuestan menos servir y, naturalmente, act\u00faan como defensores del cliente.<\/p>\n

Falta de confianza\u2026 pero probable aceptaci\u00f3n como infomediario<\/b><\/p>\n

El terrible nivel de confianza de los consumidores en el sector bancario esconde otra paradoja. Cuando se les pregunt\u00f3 en qu\u00e9 parte confiar\u00edan como guardi\u00e1n de su informaci\u00f3n digital personal (o infomediario), \u00bfadivinen qui\u00e9n est\u00e1 significativamente por delante de los sitios de medios sociales, las empresas de telecomunicaciones e incluso los gobiernos? Los bancos, por supuesto. Este es uno de los interesantes resultados de un reciente\u00a0informe<\/a>\u00a0por Cisco IBSG, donde los bancos fueron elegidos por 42% de los encuestados como la organizaci\u00f3n m\u00e1s calificada que estar\u00edan dispuestos a utilizar para una soluci\u00f3n de gesti\u00f3n de huella digital.<\/p>\n

La forma optimista de ver estas paradojas es creer que las cosas se pueden arreglar.<\/p>\n

Fidelizar a trav\u00e9s del asesoramiento financiero<\/b><\/p>\n

En los \u00faltimos a\u00f1os, el aumento de la competencia y el miedo a la mercantilizaci\u00f3n (m\u00e1s que la crisis de imagen de la industria bancaria) han sido poderosos impulsores para que los bancos se centren en la satisfacci\u00f3n del cliente. Mejoras como ampliar el horario de apertura de las sucursales o garantizar que los clientes puedan realizar una gama completa de actividades bancarias cotidianas en l\u00ednea son esfuerzos loables. Pero es posible que no den a los bancos la ventaja adicional necesaria para generar un aumento real en la lealtad de los clientes.<\/span><\/p>\n

Un enfoque obvio es que los bancos hagan un esfuerzo adicional cuando los clientes enfrentan accidentes en la vida, ya sean grandes (como perder un trabajo) o peque\u00f1os (como revertir una transacci\u00f3n fraudulenta). Deleitar a los clientes en esos momentos de alto riesgo, cuando se pone a prueba el verdadero significado de \u201cestar aqu\u00ed para usted\u201d, es claramente la clave.<\/span><\/p>\n

Sin embargo, desarrollar una estrategia a largo plazo de asistencia multicanal continua a los clientes podr\u00eda ser un m\u00e9todo m\u00e1s poderoso. Ofrecer asesoramiento financiero personal regular por parte de expertos interesados, sin ning\u00fan factor artificial, podr\u00eda ser la mejor manera de evitar que el cliente cambie. Y el servicio de banca en l\u00ednea es un canal natural y rentable para implementar este asesoramiento financiero de valor a\u00f1adido.<\/span><\/p>\n

Y, m\u00e1s all\u00e1 de una mayor lealtad, \u00bfqu\u00e9 mejor manera para que los bancos recauden la muy necesaria confianza de los clientes y mejoren la opini\u00f3n p\u00fablica que cumplir con su rol social y su responsabilidad como asesores financieros?<\/span><\/p>","protected":false},"excerpt":{"rendered":"

The relationship between retail banking customers and their financial institutions can often be described as strained and tumultuous. The role played by banks in the global financial crisis and its sequels of massive trading losses, Libor fixing scandals and active tax evasion scheming as documented by Offshore Leaks are certainly not doing anything to improve […]\n","protected":false},"author":4,"featured_media":1543,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[7,279],"tags":[16,17,18,13],"class_list":["post-1355","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analysis-opinions","category-blog","tag-customer-satisfaction","tag-financial-advisory","tag-loyalty","tag-online-banking"],"yoast_head":"\nRetail banking customers' satisfaction does not mean loyalty | Moneythor<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.moneythor.com\/es\/opiniones-de-analisis\/la-satisfaccion-de-los-clientes-de-banca-minorista-no-significa-lealtad\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Retail banking customers' satisfaction does not mean loyalty | Moneythor\" \/>\n<meta property=\"og:description\" content=\"The relationship between retail banking customers and their financial institutions can often be described as strained and tumultuous. 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