Renforcer la confiance dans les services financiers : les chatbots peuvent-ils remplacer les interactions humaines ? (Marty Wilson)

Le fondement de la relation entre les marques et leurs clients est la communication. En tant que telle, la capacité d’une organisation à favoriser la confiance et à développer ses opérations est inextricablement liée à sa capacité à mener des conversations « fructueuses ».

Cependant, dans notre monde complexe et axé sur le numérique, les entreprises disposent désormais de tellement de moyens d'interagir avec leur clientèle – des chatbots aux assistants automatisés – qu'il peut être difficile de savoir quelles méthodes sont les plus appropriées au quotidien. base de jour.

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.

Comprendre les meilleurs moyens d’orienter les clients vers leur engagement ne fera que devenir de plus en plus vital.

Numériser l’expérience bancaire traditionnelle

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.

Mais maintenant que les succursales sont progressivement supprimées, Barclays a fermé à elle seule 160 succursales l'année dernière, 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.

Mais ces stratégies doivent faire de la place aux clients qui ont besoin d’une touche plus humaine, s’ils veulent s’assurer que chaque point de contact contribue à renforcer la fidélité et la confiance à la marque.

Donner la priorité au choix du client dans un monde numérique

Nous pourrions bientôt commencer à voir la manière dont les sociétés de services financiers engagent leurs clients se transformer, avant tout en fonction de leurs propres préférences.

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.

Avec une plus grande innovation au sein du secteur, les institutions de services financiers seront en mesure d’offrir plus de choix à leurs clients. Bientôt, la segmentation basée sur le niveau de service pourrait être tout aussi pertinente pour les clients que le sont aujourd'hui le produit et le prix.

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.