Hoy en día, el consumidor es más curioso, demandante e impaciente; procura conseguir lo que quiere de forma inmediata y sin esfuerzo. Espera que las marcas le ofrezcan experiencias útiles, personalizadas y sin contratiempos. No obstante, ¿cómo podemos facilitar este tipo de servicio?
Por Carolina Battista, Directora Comercial para la Industria de Finanzas, Gobierno y Automotriz de Google.
Desde Google proponemos una nueva manera de pensar el marketing a través de la asistencia , una estrategia digital enfocada en entender cuáles son las necesidades del
consumidor y acompañarlo en el proceso de compra para estar en el momento y lugar indicado para satisfacerlas. Partimos de tres pilares: estar presentes, ser inteligentes y ser rápidos.
En este contexto, la tecnología juega un rol clave, principalmente la proliferación de dispositivos móviles, que mantienen a los consumidores conectados todo el tiempo con sus gustos y preferencias.
Hagamos un cálculo rápido. Si la población en Argentina es de 44 millones de personas, hay un 60% de smartphones y las personas miran el celular 200 veces por día, hablamos de más de 150.000 millones de interacciones digitales desde dispositivos móviles
cada mes (1). Esas interacciones son declaraciones de interés.
El mundo de las finanzas no es ajeno a esto. De hecho, el 47% de los internautas argentinos con móvil buscan información en Internet para saber algo relacionado con finanzas.
Estas señales son signos de intención que se pueden aprovechar para dar respuestas concretas, es decir, estar presentes. Y poder predecir esta intención genera un verdadero motor de crecimiento.
Ahora bien, ser inteligentes implica poder optimizar la información que las entidades bancarias tienen disponible. Y para poder aprovechar y procesar esos datos se utiliza machine learning, que determina ciertos patrones de comportamiento para segmentar de una mejor manera las audiencias para dejar de comunicar al promedio de los consumidores.
Hoy no solo se trata de entender al cliente y qué tipo de intereses tiene, sino también de entender qué experiencia de servicio espera. En definitiva, se trata de personalizar y reducir la fricción en la interacción digital con los clientes, aprovechando las funcionalidades de los dispositivos con los que se conectan.
Por último, hay que ser rápidos . En Argentina, el 86% de los internautas se conecta a Internet a través de un smartphone. Es así que el 53% de las visitas a un sitio móvil son abandonadas si la página tarda más de 3 segundos en cargar. Sin embargo, el promedio de carga de los sitios móviles es de 13 segundos. Tener un sitio móvil veloz no se trata solamente de ofrecer una mejor experiencia, forma parte del negocio: más velocidad = más conversiones. Las páginas para dispositivos móviles que se cargan 1 segundo más rápido obtienen un incremento de hasta el 27% en el porcentaje de conversiones.
En consecuencia, a la hora de evaluar la experiencia de marca, los consumidores contrastan las mejores vivencias que hayan tenido en diferentes segmentos del mercado. Por eso, esperan que las entidades bancarias brinden experiencias al mismo nivel de otras industrias.
De este modo, la asistencia pone de manifiesto la importancia de un cambio que deben
impulsar los líderes de la industria financiera, indispensable para acercarse de forma
personalizada a los consumidores y ser competitivos.
1 Fuente: Google/Ipsos, Estudio “¿Cómo conectar con los argentinos en sus micro-momentos, a través de los dispositivos móviles?”, Argentina, agosto 2016.
Target: Argentinos, 16-55, que hayan buscado en internet en el último mes y poseen smartphone y algún otro dispositivo.
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