Luottamuksen rakentaminen rahoituspalveluihin: voivatko chatbotit korvata ihmisten välisen vuorovaikutuksen? (Martyn Wilson)

Brändien ja asiakkaiden välisen suhteen perusta on viestintä. Sellaisenaan organisaation kyky edistää luottamusta ja kasvattaa toimintaansa liittyy erottamattomasti sen kykyyn käydä "menestyneitä" keskusteluja.

Monimutkaisessa, digitaalisessa maailmassamme yrityksillä on kuitenkin nyt niin monia tapoja olla yhteydessä asiakaskuntaansa – chatboteista automatisoituihin avustajiin – voi olla hankalaa tietää, mitkä menetelmät ovat sopivimpia joka päivä päiväpohjalta.

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.

Ymmärtäminen parhaista tavoista ohjata asiakkaat alas heidän sitouttaessaan on vain entistä tärkeämpää.

Perinteisen pankkikokemuksen digitalisointi

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.

Mutta nyt oksat ovat vähitellen poistumassa käytöstä Yksin Barclays sulki 160 konttoria viime vuonna, 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.

Mutta näiden strategioiden on tehtävä tilaa asiakkaille, jotka tarvitsevat enemmän inhimillistä kosketusta, jos he haluavat varmistaa, että jokainen kosketuspiste toimii brändiuskollisuuden ja -luottamuksen rakentamiseksi.

Asiakkaan valinta etusijalle digitaalisessa maailmassa

Saatamme pian alkaa nähdä, kuinka rahoituspalveluyritykset sitoutuvat asiakkaisiin muuttumaan ennen kaikkea heidän omien mieltymystensä johdolla.

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.

Kun alan innovaatiot lisääntyvät, rahoituspalvelulaitokset voivat tarjota asiakkaille enemmän vaihtoehtoja. Pian palvelutasoon perustuva segmentointi voi olla asiakkaille yhtä tärkeää kuin tuote ja hinta nykyään.

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.