Usalduse suurendamine finantsteenuste vastu: kas vestlusrobotid võivad asendada inimestevahelise suhtluse? (Martyn Wilson)

Brändide ja nende klientide vahelise suhte alus on suhtlus. Sellisena on organisatsiooni võime usaldust kasvatada ja oma tegevust kasvatada lahutamatult seotud tema võimega pidada "edukad" vestlused.

Kuid meie keerulises, esmajoones digitaalses maailmas on ettevõtetel nii palju võimalusi oma kliendibaasiga suhtlemiseks – alates vestlusrobotidest kuni automatiseeritud abilisteni – võib olla keeruline teada, millised meetodid on igapäevaselt kõige sobivamad.

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.

Parimate viiside mõistmine, kuidas kliente nende kaasamisel alla suunata, muutub üha olulisemaks.

Traditsioonilise panganduskogemuse digitaliseerimine

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.

Aga nüüd, kus oksad järk-järgult kaotatakse, koos Ainuüksi Barclays sulges eelmisel aastal 160 filiaali, 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.

Kuid need strateegiad peavad tegema ruumi klientidele, kes vajavad rohkem inimlikku puudutust, kui nad tahavad tagada, et iga puutepunkt töötaks brändilojaalsuse ja usalduse suurendamiseks.

Kliendi valiku seadmine digitaalses maailmas esikohale

Võime varsti näha, kuidas finantsteenuste ettevõtted kaasavad klientide muutusi, mida juhivad eelkõige nende endi eelistused.

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.

Suurema innovatsiooniga tööstuses saavad finantsteenuste asutused pakkuda klientidele rohkem valikuvõimalusi. Varsti võib teenusetasemel põhinev segmenteerimine olla klientide jaoks sama asjakohane kui praegu on toode ja hind.

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.