{"id":1363,"date":"2014-01-21T16:26:17","date_gmt":"2014-01-21T08:26:17","guid":{"rendered":"http:\/\/blog.moneythor.com\/?p=85"},"modified":"2026-04-15T20:05:39","modified_gmt":"2026-04-15T12:05:39","slug":"la-personalizacion-llega-a-la-banca-digital","status":"publish","type":"post","link":"https:\/\/www.moneythor.com\/es\/opiniones-de-analisis\/la-personalizacion-llega-a-la-banca-digital\/","title":{"rendered":"La personalizaci\u00f3n llega a la banca digital"},"content":{"rendered":"<p><span style=\"line-height: 1.6;\">Durante a\u00f1os, sectores como el comercio electr\u00f3nico han marcado la pauta en experiencias digitales personalizadas, utilizando los datos de los clientes para ofrecer recomendaciones y servicios altamente relevantes. Impulsados por empresas como Amazon y su an\u00e1lisis de datos para crear una experiencia verdaderamente personalizada, los consumidores han llegado a esperar servicios a medida de todos sus proveedores en l\u00ednea. <\/span><\/p>\n<p>Sin embargo, en lo que respecta a la banca, hasta ahora se ha implementado poca personalizaci\u00f3n detr\u00e1s del firewall de los servicios de banca m\u00f3vil y en l\u00ednea, a pesar de la enorme cantidad de datos altamente relevantes que piden ser explotados. Sin embargo, las cosas est\u00e1n cambiando, ya que parece ser el pr\u00f3ximo desarrollo clave para la banca digital.<!--more--><\/p>\n<h2><strong>De la banca transaccional a las experiencias digitales personalizadas<\/strong><\/h2>\n<p>En general, las instituciones financieras de todo el mundo ofrecen hoy en d\u00eda un rico conjunto de capacidades transaccionales a trav\u00e9s de sus canales en l\u00ednea, incluidos m\u00faltiples tipos de transferencias de fondos internas y externas, nacionales o internacionales, \u00f3rdenes permanentes, pago de facturas, emisi\u00f3n o dep\u00f3sito remoto de cheques, servicios de tarjetas. , apertura de cuentas, operaciones y m\u00e1s.<\/p>\n<p>A pesar de la disponibilidad y madurez de un conjunto tan amplio de funciones transaccionales, su entrega dentro de una experiencia personalizada hasta ahora se ha quedado atr\u00e1s. En varias conversaciones con ejecutivos de banca de consumo, se mencionan varias razones para explicar ese retraso, que van desde presupuesto y recursos limitados para ir m\u00e1s all\u00e1 de la prioridad inicial de lograr las capacidades transaccionales correctas, hasta la falta de habilidades en el \u00e1rea de personalizaci\u00f3n o el miedo a la regulador y preocupaciones sobre cuestiones de privacidad al explotar demasiados datos de los clientes.<\/p>\n<p>Lejos de descuidar la necesidad de una mayor personalizaci\u00f3n, ahora estamos viendo a muchos banqueros reconocer que los an\u00e1lisis para comprender mejor el comportamiento financiero de los clientes y la capacidad de convertirlos en servicios digitales mejorados son una prioridad de inversi\u00f3n clave en el pr\u00f3ximo a\u00f1o.<\/p>\n<h2><strong>C\u00f3mo los bancos utilizan la personalizaci\u00f3n para la interacci\u00f3n con el cliente y el crecimiento<\/strong><\/h2>\n<p>El an\u00e1lisis de datos personales y de transacciones brinda a los bancos la oportunidad de comprender las necesidades actuales de los clientes y anticipar las futuras. Luego, la personalizaci\u00f3n agrega la capacidad de brindar esos conocimientos a los clientes de manera contextual. La aplicaci\u00f3n m\u00e1s obvia de estas t\u00e9cnicas, y la que se hered\u00f3 directamente de los pioneros del comercio electr\u00f3nico, es aumentar la focalizaci\u00f3n y la eficacia de las ventas.<\/p>\n<p>Un saldo bajo en las facturas pr\u00f3ximas podr\u00eda requerir una oferta de sobregiro personal, un saldo alto en una cuenta corriente podr\u00eda sugerir inter\u00e9s en un dep\u00f3sito a plazo fijo, las visitas recurrentes a la p\u00e1gina de informaci\u00f3n sobre pr\u00e9stamos hipotecarios podr\u00edan indicar planes para comprar una casa, un viajero frecuente podr\u00eda estar interesado en un seguro de viaje, un amante de la buena mesa podr\u00eda apreciar los descuentos en un restaurante popular, etc. Las oportunidades para <a href=\"https:\/\/www.moneythor.com\/es\/compania\/historia-del-cliente-de-moneythor-anz\/\">Aprovechar el an\u00e1lisis de datos centrado en el cliente.<\/a> Las opciones de personalizaci\u00f3n para campa\u00f1as de venta cruzada dirigidas o campa\u00f1as basadas en comerciantes detr\u00e1s del cortafuegos son numerosas.<\/p>\n<h2><strong>M\u00e1s all\u00e1 del marketing: la personalizaci\u00f3n como gu\u00eda financiera<\/strong><\/h2>\n<p>Si bien existe una clara oportunidad de impulsar el negocio desde los canales en l\u00ednea, tambi\u00e9n es crucial que los bancos eviten limitar los beneficios de la personalizaci\u00f3n al logro de objetivos puramente de ventas y marketing. El riesgo de alienar al cliente con demasiados anuncios y ofertas, por muy inteligentes que sean, es significativo.<\/p>\n<p>La personalizaci\u00f3n presenta una oportunidad \u00fanica para que un banco deleite a sus clientes con un asesoramiento en l\u00ednea proactivo e inteligente. Tambi\u00e9n es el ingrediente que en gran medida falta en la mayor\u00eda de las herramientas de gesti\u00f3n de finanzas personales (PFM) de primera generaci\u00f3n para mejorar el desempe\u00f1o financiero de los consumidores.<\/p>\n<p>M\u00e1s all\u00e1 de la necesidad de implementar la tecnolog\u00eda adecuada para permitir la personalizaci\u00f3n, mantener el equilibrio adecuado entre mensajes de marketing y consejos imparciales sobre la administraci\u00f3n del dinero es un desaf\u00edo clave que los bancos no deben subestimar. M\u00e1s a\u00fan para las instituciones financieras globales que operan en pa\u00edses donde la cultura y las preferencias locales podr\u00edan mover ese cursor de inter\u00e9s y aceptaci\u00f3n de manera diferente entre ambos.<\/p>\n<p>No terminar siendo simplemente espeluznante es tambi\u00e9n un desaf\u00edo importante en cualquier implementaci\u00f3n de servicios financieros personalizados. Pero no hacer nada para que sus servicios digitales sean m\u00e1s relevantes y personales por miedo a hacer demasiado tampoco es una opci\u00f3n para los bancos en estos d\u00edas.<\/p>\n<p>Las estrategias de personalizaci\u00f3n de la banca digital m\u00e1s eficaces no se centran \u00fanicamente en vender productos, sino en ayudar a los clientes a tomar mejores decisiones financieras.<\/p>","protected":false},"excerpt":{"rendered":"<p>For years, industries like e-commerce have set the standard for personalized digital experiences, using customer data to deliver highly relevant recommendations and services. Pioneered by the likes of Amazon and their mining of data to create a truly curated experience, consumers have grown to expect tailor-made services from all their online providers. However, when it [&#8230;]\n","protected":false},"author":4,"featured_media":1365,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[7,279],"tags":[19,13,14,15],"class_list":["post-1363","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analysis-opinions","category-blog","tag-mobile-banking","tag-online-banking","tag-personal-finance-management","tag-pfm"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Digital Banking Personalization: Why It\u2019s the Next Big Shift<\/title>\n<meta name=\"description\" content=\"Discover why digital banking personalization is essential, and how banks use customer data to improve engagement and customer experience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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