El tiempo es dinero: ¿por qué la banca debe cambiar rápido?

Las innovaciones digitales como la banca abierta, los asesores-robot, los pagos móviles y los hackers, están obligando a los bancos tradicionales a adoptar una transformación digital rápida y eficiente.

Por Leandro Laporta *

Tradicionalmente, los bancos confían en sistemas heredados altamente complejos que han sido bastante capaces de manejar el procesamiento y la gestión de pagos. Esto significa que los sistemas de TI existentes deben adaptarse y se deben implementar nuevas tecnologías, incluso cuando el sector se esfuerza por cumplir los objetivos regulatorios. Sin embargo, la sustitución de estos sistemas plantea costos lo suficientemente altos como para que el 40% de los bancos existentes aún no hayan implementado una estrategia de transformación digital.  De acuerdo a  una encuesta realizada por Gartner el año pasado, el 45% de los CIO de la industria financiera consideran que la cultura organizacional es el mayor obstáculo para tales iniciativas digitales.

Los clientes bancarios de hoy se comunican principalmente a través de las redes sociales, mientras que los millennials, de los cuales el 86% ya utilizan solo pagos digitales, esperan que los proveedores sean tan expertos en tecnología como ellos.

De hecho, un tercio de este grupo etario se queja de que el proceso de incorporación para crear nuevas cuentas bancarias lleva demasiado tiempo, según Javelin Strategy & Research.

Nuevos usos, nuevas tecnologías

Según un estudio de PwC, el 46% de los consumidores a nivel global, utiliza solo canales digitales para comunicarse con instituciones financieras, prefiriendo no usar sucursales ni centros de llamadas. Por otra parte, de acuerdo a la Federación Latinoamericana de Bancos (FELABAN), la oferta digital que más se destaca en la región son las transferencias bancarias, los pagos de servicios públicos y los giros. Además, un 53% de los bancos permite abrir cuentas de ahorro íntegramente por Internet, una cifra modesta frente a mercados desarrollados como el europeo o norteamericano, que manejan un porcentaje del 80%.  Sin embargo, cuando se trata de productos y servicios electrónicos para permitir transferencias en el mercado de capitales la oferta es baja, pues solo un 12% de las entidades bancarias permite la compra y/o venta de acciones por medios digitales y un 18% permite acceder a fondos de inversión a través de estos canales.

A pesar del movimiento a la tecnología móvil, la confianza no es completamente digital. Los clientes aún buscan una conexión emocional cuando toman decisiones importantes, lo que significa que los bancos deben ofrecer puntos de contacto tanto físicos como en línea. Los bancos establecidos pueden explotar sus instalaciones existentes para esa milla final, mientras que los bancos digitales, como el Starling Bank (que trabaja con la oficina de correos del Reino Unido para ofrecer una presencia en la calle), encuentran socios para cerrar esta brecha. En Francia, por ejemplo, el chatbot Djingo de Orange Bank maneja más de 24 mil conversaciones semanales con clientes, mientras que los clientes de Wells Fargo en los Estados Unidos hablan con los chatbots del banco en Facebook, y retiran efectivo de los cajeros automáticos con teléfonos inteligentes, en lugar de una tarjeta.

El reto de la banca digital en América Latina

En cuanto a los desafíos en el desarrollo de la banca digital de Latinoamérica se plantea la necesidad de realizar modificaciones a los marcos regulatorios, abordar el tema de la ciberseguridad y superar la resistencia cultural al interior de los propios bancos. Los bancos de América Latina proyectan que durante los próximos cinco años tendrán que repartirse con las ‘fintech’ nuevos nichos de mercado, aunque varias de ellas consideran que sus actuales estrategias de innovación serán suficientes para mantener su liderazgo financiero.

Para administrar mejor los costos, muchos bancos están estableciendo asociaciones en las que plataformas y servicios digitales externos confiables se unen a su infraestructura existente a través de la provisión de APIs que se vinculan a sistemas bancarios heredados.

Las nuevas tecnologías de transformación digital como la inteligencia artificial, biométrica y la automatización robótica de procesos son ya una realidad en la industria financiera y nos obligan a actualizarnos diariamente. Por ejemplo, desarrollando soluciones como Orange Money y Orange Cyberdefense. Nos ayuda la experiencia global en implementación de redes y tecnología, y la capacidad de diseñar, operar y monitorear sistemas de defensa  y reaccionar frente a ciberataques. Esto es vital en la gestión del tráfico de red y  protege los activos más valiosos de las empresas y sus usuarios.

Tecnologías como realidad aumentada o blockchain, son una clara muestra de que la transformación digital recién empezó. La agilidad empresarial y socios estratégicos son esenciales para sobrevivir y prosperar en la industria bancaria que cambia rápidamente.

Visa y Mastercard ya están explorando el uso de huellas digitales para autorizar pagos con tarjeta y retiros de efectivo en cajeros automáticos. JPMorgan Chase tiene una solución que procesa 12 mil contratos de crédito en segundos, en lugar de las 360 mil horas humanas que tal procesamiento generalmente toma. Las empresas de gestión de patrimonio utilizan  la automatización robótica de procesos para ayudar a los asesores a proporcionar un mejor asesoramiento con información obtenida de múltiples fuentes de datos.

* Leandro Laporta, director de soluciones y Alianzas para América Latina de Orange Business Services

Prensa Económica

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El tiempo es dinero: ¿por qué la banca debe cambiar rápido?

tiempo de lectura: 4 min