Generar confianza en los servicios financieros: ¿pueden los chatbots reemplazar las interacciones humanas? (Martin Wilson)

La base de la relación entre las marcas y sus clientes es la comunicación. Como tal, la capacidad de una organización para fomentar la confianza y hacer crecer su operación está inextricablemente conectada con su capacidad para llevar a cabo conversaciones “exitosas”.

Sin embargo, en nuestro mundo complejo, donde prima lo digital, ahora hay tantas vías para que las empresas interactúen con su base de clientes, desde chatbots hasta asistentes automáticos, que puede ser complicado saber qué métodos son los más apropiados en el día a día. día base.

This is a fact that’s particularly salient to the financial services (FS) industry. For instance, In the UK, when it comes to more transactional tasks, such as paying online, setting up direct debits or checking account balances, 72% of customers prefer to access information and services via their provider’s website, recent NetApp’s research uncovered.  

However, when it comes to difficult or complex subjects, such as challenges around mortgages or debt payments, 71% state they would prefer to speak to a real person, with a further 46% reporting that they still prefer to go into a bank’s branch for these services.

Comprender los mejores caminos para enrutar a los clientes al involucrarlos solo se volverá cada vez más vital.

Digitalizando la experiencia bancaria tradicional

The FS experience has come a long way over the past decade – from being entirely comprised of physical branches to being mostly built on digital interactions and data. And while this digital focus has led to more efficient and accessible services, it’s important to remember that physical brick and mortar branches have always been integral to how banks foster trust with customers.

Pero ahora que las sucursales se están eliminando gradualmente, con Solo Barclays cerró 160 sucursales el año pasado, how will this impact the future of these institutions? There’s no question that customers favour digital apps as their primary means of engaging with their banks, but can these tools foster trust in the same way in-person banking has for hundreds of years?

There are significant implications for FS businesses to consider when it comes to the future of their operations. Digital services offer firms an opportunity to reimagine the entire customer service experience in ways more fitting to the modern world, by prioritising ease and convenience.

Pero estas estrategias deben dejar espacio para los clientes que necesitan un toque más humano, si quieren asegurarse de que cada punto de contacto funcione para generar confianza y lealtad a la marca.

Priorizar la elección del cliente en un mundo digital

Es posible que pronto comencemos a ver cómo se transforma la forma en que las empresas de servicios financieros interactúan con los clientes, guiadas ante todo por sus propias preferencias.

For instance, in the future, people may choose financial service providers based on the level of service they need. Some customers may choose to pay less as they predominantly rely on digital services, with the knowledge that this will mean fewer human interactions. However, other customers who desire a more personalised, human touch, will likely opt to pay more for it.

Con una mayor innovación dentro de la industria, las instituciones de servicios financieros podrán ofrecer a los clientes más opciones. Pronto, la segmentación basada en el nivel de servicio puede ser tan relevante para los clientes como lo es hoy en día el producto y el precio.

And as technology’s ability to deal with increasingly complex queries continues to improve, human interaction will likely become an even higher level of service, meaning the need to further differentiate it from more digital – and likely cheaper – service delivery methods will intensify.

So, it’s crucial financial institutions begin to strategically consider how they approach the inclusion of AI-powered communication tools into their operations. And remember that there will always be times when customers will desire human interactions – especially when it comes to major financial decisions.