{"id":7444,"date":"2024-01-05T12:28:01","date_gmt":"2024-01-05T04:28:01","guid":{"rendered":"https:\/\/www.moneythor.com\/?p=7444"},"modified":"2024-03-04T19:06:21","modified_gmt":"2024-03-04T11:06:21","slug":"un-enfoque-personalizado-para-la-adquisicion-y-activacion-de-clientes","status":"publish","type":"post","link":"https:\/\/www.moneythor.com\/es\/tecnologia\/banca-digital\/un-enfoque-personalizado-para-la-adquisicion-y-activacion-de-clientes\/","title":{"rendered":"Un enfoque personalizado para impulsar la adquisici\u00f3n y activaci\u00f3n de clientes en la banca digital"},"content":{"rendered":"<p>La personalizaci\u00f3n ha sido y sigue siendo un \u00e1rea clave de atenci\u00f3n para el sector bancario a nivel mundial. El inter\u00e9s de los bancos por incorporar capacidades de personalizaci\u00f3n en sus servicios digitales sigue aumentando, al igual que la innovaci\u00f3n en el espacio.<\/p>\n<p>En el pasado, es posible que los bancos hayan reconocido el valor de los datos, pero tuvieron dificultades para implementar programas que realmente hicieran uso de ellos.<\/p>\n<p>Desde entonces se ha producido un cambio notable. Este cambio refleja una comprensi\u00f3n de c\u00f3mo unos clientes m\u00e1s comprometidos digitalmente se traducen en una mayor rentabilidad y c\u00f3mo los datos son clave para generar una participaci\u00f3n duradera del cliente.<\/p>\n<p>El director ejecutivo y cofundador de Moneythor, Olivier Berthier, y el editor de FinTech Futures, Paul Hindle, hablaron sobre la importancia de los servicios bancarios personalizados, los desaf\u00edos clave que enfrentan los bancos cuando se trata de la adquisici\u00f3n de clientes y qu\u00e9 pueden hacer de manera diferente en el futuro. <em>Que<\/em> <em>\u00bfTecnolog\u00eda financiera?\u00a0<\/em>Podcast.<\/p>\n<div class=\"video video-fit mb\" style=\"padding-top:44%;\"><p><iframe loading=\"lazy\" title=\"Personalizaci\u00f3n en Banca Digital\" src=\"https:\/\/player.vimeo.com\/video\/900019857?dnt=1&amp;app_id=122963\" width=\"1020\" height=\"574\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\"><\/iframe><\/p>\n<\/div>\n\t<div id=\"text-28903491\" class=\"text\">\n\t\t\n<h2><span data-text-color=\"secondary\"><strong>Estrategias actuales de adquisici\u00f3n de clientes en instituciones financieras<\/strong><\/span><\/h2>\n\t\t\n<style>\n#text-28903491 {\n  font-size: 0.85rem;\n}\n<\/style>\n\t<\/div>\n\t\n<div class=\"row align-middle\"  id=\"row-174695389\">\n\n\t<div id=\"col-2071532508\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<p>Muchas instituciones financieras est\u00e1n empleando una combinaci\u00f3n tradicional de estrategias de adquisici\u00f3n de clientes, que incluyen <a href=\"https:\/\/www.moneythor.com\/es\/2023\/11\/10\/programas-de-referencia-en-banca\/\">referencias<\/a> y campa\u00f1as de miembro consigue miembro. Si bien el enfoque de recomendaci\u00f3n existe desde hace alg\u00fan tiempo, anteriormente se limitaba a unos pocos productos y se consideraba una t\u00e1ctica de adquisici\u00f3n algo inactiva. Sin embargo, ahora hay un resurgimiento y una mayor demanda de este enfoque.<\/p>\n<p>El resurgimiento se atribuye a la experiencia perfecta que ofrece, que permite a amigos y familiares recibir beneficios cuando se unen. A diferencia del pasado, donde el proceso era largo y ten\u00eda importantes fricciones, ahora un simple toque dentro de la aplicaci\u00f3n puede iniciar una recomendaci\u00f3n.<\/p>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n<\/div>\n\t<div id=\"text-1557881947\" class=\"text\">\n\t\t\n<h2><span data-text-color=\"secondary\"><strong>Desaf\u00edos y puntos d\u00e9biles en la adquisici\u00f3n de nuevos clientes para los bancos<\/strong><\/span><\/h2>\n\t\t\n<style>\n#text-1557881947 {\n  font-size: 0.85rem;\n}\n<\/style>\n\t<\/div>\n\t\n<div class=\"row align-middle\"  id=\"row-314948209\">\n\n\t<div id=\"col-772851764\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<p>Los principales desaf\u00edos giran en torno a activar y retener nuevos clientes. Si bien incentivos atractivos pueden atraer a personas a unirse a un banco, surge la pregunta cr\u00edtica: \u00bfseguir\u00e1n comprometidos una vez que hayan recibido sus recompensas? La clave est\u00e1 no s\u00f3lo en captar nuevos clientes sino tambi\u00e9n en <a href=\"https:\/\/www.moneythor.com\/es\/2023\/11\/15\/moneythor-lanza-plataforma-de-camaras\/\">activando<\/a> y fomentar el compromiso a largo plazo. Esto implica empujones regulares e incentivos sostenidos para garantizar la participaci\u00f3n continua del cliente.<\/p>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n<\/div>\n\t<div id=\"text-129338297\" class=\"text\">\n\t\t\n<h2><span data-text-color=\"secondary\"><strong>C\u00f3mo los bancos pueden abordar estos desaf\u00edos y puntos d\u00e9biles<\/strong><\/span><\/h2>\n\t\t\n<style>\n#text-129338297 {\n  font-size: 0.85rem;\n}\n<\/style>\n\t<\/div>\n\t\n<div class=\"row align-middle\"  id=\"row-213385316\">\n\n\t<div id=\"col-79144817\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<p>Una vez que un cliente se incorpora, bombardearlo con ofertas de marketing y ventas adicionales es contraproducente. En su lugar, conc\u00e9ntrese en permitir que los clientes descubran funciones valiosas y recomp\u00e9nselos por comportamientos y acciones espec\u00edficos.<\/p>\n<p>El proceso de incentivaci\u00f3n no deber\u00eda terminar despu\u00e9s de la incorporaci\u00f3n. Ofrecer un cup\u00f3n durante la incorporaci\u00f3n es un comienzo, pero se pueden obtener recompensas adicionales si se cumplen criterios espec\u00edficos en el futuro.<\/p>\n<p>Aprovechar el poder de las conexiones tambi\u00e9n es muy crucial. Los clientes a menudo se incorporan a trav\u00e9s de la recomendaci\u00f3n de un amigo o familiar, y esta conexi\u00f3n se puede incentivar continuamente a lo largo de su viaje, aprovechando efectivamente la presi\u00f3n de grupo de manera positiva.<\/p>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n<\/div>\n<div class=\"video video-fit mb\" style=\"padding-top:44%;\"><p><iframe loading=\"lazy\" title=\"Incentivar a los clientes de la banca digital\" src=\"https:\/\/player.vimeo.com\/video\/900020432?dnt=1&amp;app_id=122963\" width=\"1020\" height=\"574\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\"><\/iframe><\/p>\n<\/div>\n\t<div id=\"text-2513787240\" class=\"text\">\n\t\t\n<h2><span data-text-color=\"secondary\"><strong>Oportunidades y beneficios de estrategias de adquisici\u00f3n personalizadas correctamente implementadas<\/strong><\/span><\/h2>\n\t\t\n<style>\n#text-2513787240 {\n  font-size: 0.85rem;\n}\n<\/style>\n\t<\/div>\n\t\n<div class=\"row align-middle\"  id=\"row-216688780\">\n\n\t<div id=\"col-1344720703\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<p>Las estrategias de adquisici\u00f3n personalizadas implementadas correctamente crean oportunidades para adquirir clientes genuinos que contribuyen a los ingresos del banco. Involucrar a los clientes digitalmente se traduce en una mayor rentabilidad. Los clientes genuinos, al estar m\u00e1s comprometidos, se vuelven m\u00e1s rentables, lo que genera la posibilidad de ampliar el uso del producto y aumentar los fondos generales.<\/p>\n<p>Desde la perspectiva del cliente, los beneficios incluyen recibir contenido personalizado, como programas de bienestar financiero, destinados a mejorar la educaci\u00f3n financiera, promover el ahorro y mejorar la gesti\u00f3n financiera general. Esto no s\u00f3lo contribuye a que los clientes est\u00e9n en mejor situaci\u00f3n financiera, sino que tambi\u00e9n tiene un impacto particular en medio de la actual crisis del costo de vida.<\/p>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n<\/div>\n\t<div id=\"text-4104606\" class=\"text\">\n\t\t\n<h2><span data-text-color=\"secondary\"><strong>El futuro de la personalizaci\u00f3n<\/strong><\/span><\/h2>\n\t\t\n<style>\n#text-4104606 {\n  font-size: 0.85rem;\n}\n<\/style>\n\t<\/div>\n\t\n<div class=\"row align-middle\"  id=\"row-316270008\">\n\n\t<div id=\"col-1645284946\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<p>La personalizaci\u00f3n ha evolucionado y hoy implica un enfoque m\u00e1s integrado, combinando t\u00e9cnicas tradicionales de Gesti\u00f3n Financiera Personal (PFM) con otras t\u00e9cnicas como la fidelizaci\u00f3n, la gamificaci\u00f3n y las referencias. Este enfoque tiene como objetivo mejorar las habilidades de gesti\u00f3n financiera de las personas proporcionando experiencias atractivas e interactivas dentro de los canales de banca digital.<\/p>\n<p>Por ejemplo, los usuarios que configuran una cuenta de ahorros y especifican sus objetivos de ahorro pueden recibir recompensas por avanzar hacia sus objetivos. Los bancos y las marcas pueden lanzar campa\u00f1as de marketing conjunto en aplicaciones que fomenten compras m\u00faltiples que se rastrean y gestionan a trav\u00e9s de desaf\u00edos o juegos interactivos. Y los clientes pueden trabajar con sus amigos y familiares para garantizar que se completen las acciones para recibir incentivos como parte de un programa de referencias continuo. \u00a0<\/p>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n<\/div>\n\t<div id=\"text-814386832\" class=\"text\">\n\t\t\n<h3>Escuche el episodio completo del podcast <a href=\"https:\/\/open.spotify.com\/episode\/4QKDafCdrKQhUjTSNKyem0\">aqu\u00ed.<\/a><\/h3>\n\t\t\n<style>\n#text-814386832 {\n  font-size: 0.85rem;\n}\n<\/style>\n\t<\/div>\n\t\n<div class=\"is-divider divider clearfix\" style=\"margin-top:0.5em;margin-bottom:0.5em;max-width:0px;height:4px;background-color:rgb(242, 192, 40);\"><\/div>\n<div class=\"is-divider divider clearfix\" style=\"margin-top:3.0em;margin-bottom:3.0em;max-width:0px;height:0px;background-color:rgb(242, 192, 40);\"><\/div>\n\t<div class=\"img has-hover sg-popup-id-8342 x md-x lg-x y md-y lg-y\" id=\"image_170477050\">\n\t\t\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\t\t\n<style>\n#image_170477050 {\n  width: 100%;\n}\n<\/style>\n\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Personalisation has and continues to be a key area of focus for the banking sector globally. The interest of banks in incorporating personalisation capabilities into their digital services continues to be on the rise, as is innovation in the space. In the past, banks may have recognised the value of data, but struggled to implement [&#8230;]\n","protected":false},"author":11,"featured_media":8364,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[279,64],"tags":[],"class_list":["post-7444","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","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>A Personalised Approach to Customer Acquisition and Activation<\/title>\n<meta name=\"description\" content=\"We explore the importance of personalisation, the key challenges banks are facing and what it is they can be doing differently.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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