{"id":2793,"date":"2020-02-25T15:01:58","date_gmt":"2020-02-25T07:01:58","guid":{"rendered":"https:\/\/www.moneythor.com\/?p=2793"},"modified":"2024-03-05T15:47:26","modified_gmt":"2024-03-05T07:47:26","slug":"ofreciendo-viajes-bancarios-excepcionales-para-los-clientes","status":"publish","type":"post","link":"https:\/\/www.moneythor.com\/es\/opiniones-de-analisis\/ofreciendo-viajes-bancarios-excepcionales-para-los-clientes\/","title":{"rendered":"Ofreciendo experiencias bancarias excepcionales para los clientes | Banca Digital 101"},"content":{"rendered":"<p>El recorrido del cliente es la suma completa de experiencias que atraviesa un cliente cuando interact\u00faa con un banco. Est\u00e1 demostrado que crear experiencias valiosas y reveladoras para los clientes aumenta la satisfacci\u00f3n del cliente. Seg\u00fan un estudio <a href=\"https:\/\/www.mckinsey.com\/industries\/financial-services\/our-insights\/managing-a-customer-experience-transformation-in-banking\/\"> Informe McKinsey,<\/a><\/p>\n<div class=\"column2\"><a href=\"https:\/\/moneythor.eo.page\/k8qzq\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"center\" src=\"https:\/\/www.moneythor.com\/wp-content\/uploads\/2020\/08\/Download-to-Read-Other-blog-links.png\" width=\"350\" height=\"400\" \/><\/a><\/div>\n<p><i>\u201cEl valor de vida de un cliente satisfecho dispuesto a recomendar activamente el banco a sus amigos era entre cinco y ocho veces mayor que el de uno que ten\u00eda una percepci\u00f3n negativa\u201d.<\/i><\/p>\n<p>Esto solo aclara lo importante que es crear una experiencia del cliente omnicanal, intuitiva y personalizada.<\/p>\n<h2>\u00bfC\u00f3mo pueden los bancos perfeccionar la experiencia del cliente?<\/h2>\n<p>\u00a0<br \/>Para introducir una estrategia que ofrezca a los clientes una experiencia y un recorrido transparentes y sin complicaciones, es necesario que haya un fuerte enfoque en el cliente desde arriba hacia abajo. La promoci\u00f3n de programas centrados en el cliente debe provenir de los directivos y los l\u00edderes de todos los equipos y departamentos de la organizaci\u00f3n. Sin su apoyo y la priorizaci\u00f3n de la experiencia del cliente, los programas ser\u00e1n inconexos e ineficaces.<\/p>\n<p>Adem\u00e1s, el enfoque hacia el cliente debe extenderse horizontalmente a trav\u00e9s de una variedad de departamentos de la empresa para garantizar que la experiencia sea consistente y f\u00e1cil de usar en cada punto de contacto. El cliente generalmente entrar\u00e1 en contacto con el banco en cuatro etapas principales, cada una de las cuales suele ser administrada por uno o varios equipos internos diferentes. Estas etapas incluyen:<\/p>\n<ul>\n<li>Incorporaci\u00f3n<\/li>\n<\/ul>\n<p>El proceso para registrarse para una cuenta o agregar nuevos productos o servicios.<\/p>\n<ul>\n<li>Transacciones<\/li>\n<\/ul>\n<p>El punto donde el cliente utiliza los productos y servicios del banco.<\/p>\n<ul>\n<li>Administrando<\/li>\n<\/ul>\n<p>C\u00f3mo el cliente recibe y gestiona las actualizaciones sobre las actividades de su cuenta.<\/p>\n<ul>\n<li>Resolviendo<\/li>\n<\/ul>\n<p>C\u00f3mo el banco trata y resuelve cualquier problema que surja con su cuenta.<\/p>\n<p>\u00a0<br \/>No tener un mensaje consistente en todas estas etapas dar\u00e1 lugar a interrupciones en el recorrido, lo que a su vez generar\u00e1 clientes frustrados y desconectados.<\/p>\n<p>Al mismo tiempo, es necesario que exista un flujo constante de feedback que provenga de abajo hacia arriba para perfeccionar continuamente el recorrido del cliente. Con cada cambio y modificaci\u00f3n del recorrido, se debe pedir a los clientes que den su opini\u00f3n, que luego se comunica a toda la organizaci\u00f3n, de modo que todos tengan una visi\u00f3n de lo que funciona y lo que no.<\/p>\n<p>Cuando un banco ha implementado una cultura centrada en el cliente, puede comenzar a implementar cambios y procesos que generen reacciones positivas por parte de los clientes.<\/p>\n<p>Cualquiera sea el tipo de experiencia que se dise\u00f1e, los bancos deben considerar seguir estas tres reglas b\u00e1sicas para crear experiencias que deleiten a los clientes.<\/p>\n<ul>\n<li>Facilidad y simplicidad<\/li>\n<\/ul>\n<p>Una clave para ofrecer una experiencia de cliente excepcional es garantizar que los procesos y las interfaces sean simples y f\u00e1ciles de usar. Los clientes rara vez tienen tiempo para analizar sus finanzas en profundidad. Reducir la cantidad de campos o botones necesarios para realizar una tarea o incluir informaci\u00f3n emergente que explique la situaci\u00f3n financiera actual hace que la interacci\u00f3n con los bancos sea mucho m\u00e1s sencilla para los clientes.<\/p>\n<ul>\n<li>Personalizaci\u00f3n<\/li>\n<\/ul>\n<p>Los bancos tienen a su disposici\u00f3n una gran cantidad de datos que pueden utilizar para crear experiencias personalizadas para los clientes. Demostrarles que comprende su situaci\u00f3n particular y brindarles asesoramiento y opciones que se adapten espec\u00edficamente a ellos mejorar\u00e1 enormemente la experiencia del cliente.<\/p>\n<ul>\n<li>Educaci\u00f3n y orientaci\u00f3n<\/li>\n<\/ul>\n<p>Un objetivo clave para los bancos deber\u00eda ser garantizar el bienestar financiero de sus clientes. En cada etapa de la experiencia del cliente, deber\u00eda haber opciones para que los clientes obtengan asesoramiento y orientaci\u00f3n para mejorar su situaci\u00f3n financiera. Tecnolog\u00edas como <a href=\"https:\/\/www.moneythor.com\/es\/2019\/07\/01\/que-es-la-ia-volver-a-lo-basico\/\">AI<\/a> y el procesamiento del lenguaje natural han permitido a los bancos ofrecer soporte y servicios de asesoramiento personalizados mediante chatbot las 24 horas del d\u00eda, los 7 d\u00edas de la semana, a sus clientes.<\/p>\n<p>La introducci\u00f3n de una cultura centrada en el cliente que surja de arriba hacia abajo, abarque todos los departamentos y tenga un fuerte enfoque en la retroalimentaci\u00f3n, ayudar\u00e1 a garantizar que todos los departamentos desempe\u00f1en su papel en la entrega de experiencias del cliente excepcionales que sean simples y personalizadas.<\/p>\n<p>\u00a0<br \/><i>Entrada de blog actualizada en octubre de 2020<\/i><\/p>\n<p>\u00a0<\/p>\n<p><style>\n .column2 {\n        float: right;\n        width: 50%;\n        padding-left: 10px;\n        padding-top: 20px;\n    }\n<\/style>\n<\/p>\n\t<div class=\"img has-hover x md-x lg-x y md-y lg-y\" id=\"image_517044098\">\n\t\t<a class=\"\" href=\"#newsletter-subscription-blog\" >\t\t\t\t\t\t<div class=\"img-inner dark\" >\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"299\" src=\"https:\/\/www.moneythor.com\/wp-content\/uploads\/2024\/02\/Article-CTA-NEW-BRANDING.png\" class=\"attachment-large size-large\" alt=\"Suscr\u00edbete al bolet\u00edn de Moneythor\" srcset=\"https:\/\/www.moneythor.com\/wp-content\/uploads\/2024\/02\/Article-CTA-NEW-BRANDING.png 1024w, https:\/\/www.moneythor.com\/wp-content\/uploads\/2024\/02\/Article-CTA-NEW-BRANDING-768x225.png 768w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/>\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/a>\t\t\n<style>\n#image_517044098 {\n  width: 100%;\n}\n<\/style>\n\t<\/div>","protected":false},"excerpt":{"rendered":"<p>The customer journey is the complete sum of experiences a customer goes through when interacting with a bank. Creating insightful and valuable experiences for customers is proven to increase customer satisfaction. According to a McKinsey report, \u201cThe lifetime value of a satisfied customer willing to actively recommend the bank to his or her friends was [&#8230;]\n","protected":false},"author":4,"featured_media":2799,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[7,279,64],"tags":[],"class_list":["post-2793","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analysis-opinions","category-blog","category-digital-banking"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Delivering Exceptional Customer Banking Journeys | Digital Banking 101 | 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\/ofreciendo-viajes-bancarios-excepcionales-para-los-clientes\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Delivering Exceptional Customer Banking Journeys | Digital Banking 101 | Moneythor\" \/>\n<meta property=\"og:description\" content=\"The customer journey is the complete sum of experiences a customer goes through when interacting with a bank. 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