Por José Luis Cortina, Presidente de Neovantas.
Si bien la crisis sanitaria ha supuesto un punto de inflexión para muchos sectores, también ha supuesto un impulso importante para la transformación digital en todos ellos. Así, algunos de los sectores que más han evolucionado con esta transformación han sido las entidades bancarias y aseguradoras.
En este contexto, la digitalización no solo se ha visto impulsada por dicha pandemia, sino también por emerger con fuerza una tipología de cliente que con más frecuencia está adoptando un perfil más omnicanal. Para ejemplificar este punto, basta señalar a título ilustrativo que 7 de cada 10 clientes del Banco Sabadell ya operan a través de estos canales y subrayar que a lo largo del segundo trimestre de 2020, en plena pandemia, más de 90.000 usuarios se registraron en su aplicación.
Asimismo, destacar que parte de este impulso tecnológico viene de la mano de los chatbots. Tal es así que, en 2020, CaixaBank registró un 89% de respuestas automáticas del asistente virtual, en comparación con el 81% de 2019. No obstante, conviene resaltar que, a pesar de que sea una tendencia creciente la implantación de chatbots, el factor humano sigue siendo esencial en este tipo de servicios.
Además, ya se empiezan a ver resultados. Así, el BBVA está ya materializando su enorme inversión en desarrollar e incorporar herramientas digitales (ej.: Valora, Invest, …) entre sus clientes, habiendo vendido más de 1,4 millones de productos financieros por canales online entre enero y noviembre de 2021. Además, BBVA ha disparado en España el número de usuarios de estos servicios digitales en un 20% en este 2021, alcanzando los 2,7 millones.
Por su parte, las entidades aseguradoras también apuestan por esta dinámica operativa más digital con sus clientes en la que la Inteligencia Artificial y los chatbots están cada vez más presentes. Así, Mutua se ha posicionado como una aseguradora líder en el sector, en la que el 70% de sus clientes gestionan las pólizas a través de canales digitales. Además, según el Mobile Index Performance de Smartme Analytics (2020), su aplicación es la más usada y con la mejor valoración en el sector asegurador en España y EME, su asistente virtual, ha sido reconocido por Google como un caso de éxito destacado.
En ambos sectores la incorporación de herramientas digitales para sus clientes, en la medida que les aporten valor, incrementan los niveles de satisfacción contribuyendo a mayores compras de productos y servicios por parte de estos clientes y, a término, aumentan su nivel de vinculación con la entidad.
En definitiva, estos aspectos arriba apuntados ponen de manifiesto que la digitalización es un pilar fundamental de la propuesta de valor de los bancos y las aseguradoras en España, por lo que no impulsar por alguno de sus participantes esta transformación tecnológica podría implicar perder fuerza y protagonismo dentro de sus sectores respectivos.
Fuente: https://www.computing.es/
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