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El estudio “Smart Money: How to drive AI at scale to transform the financial services customer experience” (Dinero inteligente: cómo impulsar la Inteligencia Artificial (IA) a escala para transformar la experiencia de cliente en el sector de los servicios financieros) de Cap Gemini concluye que la implementación a escala de la IA por parte de las firmas de servicios financieros es la más baja de entre todos los sectores.
Si bien es cierto que el COVID-19 ha obligado a recurrir a la IA a las firmas de servicios financieros para mejorar la experiencia de cliente, los desafíos en materia de integración y percepción del cliente están socavando su potencial y, en los casos en los que se ha desplegado esta tecnología, aún quedan expectativas de los clientes por cumplir.
“Las firmas de servicios financieros tienen mucho que ganar con la implementación de la IA en el marco de sus interacciones con los clientes. Tienen la oportunidad de adoptar la IA para rediseñar la experiencia del cliente, pero resulta necesario tomar medidas para que tanto las empresas como los consumidores logren materializar todos los beneficios que ofrece esta tecnología”, explica Anirban Bose, consejero delegado de Servicios Financieros de Capgemini y miembro del Comité Ejecutivo del Grupo
Y eso es así porque la mitad de dichas firmas están convencidas de que no recibe valor alguno de las interacciones posibilitadas por la IA. Pues, aunque en los últimos tres años se ha incrementado considerablemente el despliegue de la IA para mejorar la experiencia global de cliente en el sector de los servicios financieros, nueve de cada diez empresas (94%) señala que mejorar la experiencia del consumidor es un objetivo clave a la hora de lanzar sus iniciativas de inteligencia artificial, y que los consumidores están cada vez más cómodos con la interacción regular con IA.
Profundizando más en el informe, encontramos que algo más de la mitad (51%) de los clientes de firmas de banca y seguros tiene interacciones diarias impulsadas por la IA (como una conversación con un chatbot). Lo que es importante si tenemos en cuenta que la mayoría de los clientes (78%) espera incrementar las interacciones sin contacto ante la prolongación de la crisis de la COVID-19.
Asimismo, también hay que destacar que las compañías de servicios financieros ya han experimentado las repercusiones positivas que la implementación de la IA en funcionalidades orientadas al cliente ha tenido para sus ingresos, tales como la reducción de los costes operativos (13%) y el incremento de los ingresos por cliente (10%). No obstante, el informe de Cap Gamini también tiene claro que el COVID-19 ofrece una oportunidad de acelerar las implantaciones de IA para mejorar la experiencia del consumidor aún más.
Lo que sí queda claro en el informe es que los cambios en el comportamiento de los clientes impulsados por la COVID-19 ofrecen una oportunidad única para que los bancos y las aseguradoras aceleren el despliegue de la Inteligencia Artificial. Las interacciones de los clientes con la IA abarcan de forma directa o indirecta múltiples canales a lo largo de la cadena de valor de los servicios financieros.
“Las empresas deben centrarse en formar a sus clientes y a sus empleados acerca de lo que la inteligencia artificial puede aportarles. Será necesario realizar inversiones y ganarse la confianza de los consumidores para sacar el máximo partido a esta potente tecnología. Para brindar la experiencia adecuada impulsada por la IA y centrada en el consumidor, las firmas de seguros y banca deben garantizar que cuentan con altos directivos a los mandos de la aceleración y adopción de la IA interna y externa”, concluye Anirban Bose.
Fuente: https://www.ciospain.es
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