{"id":32007,"date":"2020-06-08T16:24:00","date_gmt":"2020-06-08T16:24:00","guid":{"rendered":"https:\/\/www.capgemini.com\/ar-es\/?p=32007"},"modified":"2025-03-28T09:13:09","modified_gmt":"2025-03-28T09:13:09","slug":"como-podra-la-banca-afrontar-las-demandas-de-las-nuevas-generaciones","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/ar-es\/insights\/expert-perspectives\/como-podra-la-banca-afrontar-las-demandas-de-las-nuevas-generaciones\/","title":{"rendered":"\u00bfC\u00f3mo podr\u00e1 la banca afrontar las demandas de las nuevas generaciones?"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>\u00bfC\u00f3mo podr\u00e1 la banca afrontar las demandas de las nuevas generaciones?<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/prod.ucwe.capgemini.com\/ar-es\/wp-content\/uploads\/sites\/9\/2021\/08\/cg-logo-3.png?w=330?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">ÎÚÑ»´«Ã½<\/h5><h5 class=\"blog-date\">2020-06-08<\/h5><\/div><\/div><div class=\"brand-image\"> <\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/ar-es\/?p=32007\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/ar-es\/?p=32007&amp;text=\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/ar-es\/?p=32007&amp;text=\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<p><strong>El sector bancario enfrenta un gran desaf\u00edo: ofrecer a sus clientes servicios integrales y personalizados a trav\u00e9s de la mejor experiencia digital, especialmente en la <em>\u00faltima milla<\/em>. La complejidad radica en que, en este mundo global e interconectado, quienes impulsan este cambio son las nuevas generaciones, caracterizadas por consumidores altamente exigentes en sus demandas.<\/strong><\/p>\n\n\n\n<p>Imaginemos este escenario: una joven est\u00e1 en una tienda departamental, le gusta un producto y quiere comprarlo en ese momento, pero no cuenta con efectivo o alguna tarjeta bancaria para realizar el pago. El resultado ser\u00eda una compraventa sin concretar. \u00bfQu\u00e9 pasar\u00eda si en el punto de venta la reconocen con sus datos de identificaci\u00f3n, hacen una b\u00fasqueda y evaluaci\u00f3n de su historial de cr\u00e9dito con un banco conectado en l\u00ednea a la tienda departamental y, si obtiene una evaluaci\u00f3n positiva, le otorgan un pr\u00e9stamo para completar el pago? La cliente podr\u00e1 llevarse el producto que quiere gracias a una experiencia satisfactoria.<\/p>\n\n\n\n<p>En la actualidad ya hay varias alternativas que generan una oportunidad muy valiosa, no s\u00f3lo para los bancos sino para las BigTech y Fintech, quienes aprovechan la <em>\u00faltima milla<\/em> para ganar clientes al ofrecer recomendaciones de servicios financieros en los canales digitales m\u00e1s populares.<\/p>\n\n\n\n<p>Pero \u00bfqu\u00e9 es la <em>\u00faltima milla?<\/em> Es un concepto que se utiliza com\u00fanmente en situaciones log\u00edsticas para representar el tramo y modo de la entrega a los clientes, \u00e9ste influye en las experiencias individuales y el recuerdo que se tiene de ellas. En la banca, la <em>\u00faltima milla<\/em> contempla tanto la forma en c\u00f3mo se entregan los productos financieros, como la manera en que \u00e9stos se personalizan de acuerdo con las necesidades particulares de los clientes para integrarse a su vida diaria.<\/p>\n\n\n\n<p>La relevancia de la <em>\u00faltima milla<\/em> se relaciona con que los clientes generan percepci\u00f3n de la calidad del servicio por la experiencia de ese momento y por lo tanto impacta en los \u00edndices de fidelidad al proveedor de servicios financieros. Seg\u00fan los resultados el estudio World Retail Banking Report (WRBR) 2019<a href=\"#_ftn1\" id=\"_ftnref1\">[1]<\/a>, de ÎÚÑ»´«Ã½ y Efma, algunas de las \u00e1reas de mayor fricci\u00f3n al realizar transacciones, que generan vivencias negativas, son la solicitud de una hipoteca (69.3%), la resoluci\u00f3n de aclaraciones (63.7%) y los puntos de contacto iniciales (apertura de cuentas y recopilaci\u00f3n de informaci\u00f3n).<\/p>\n\n\n\n<p>Por ejemplo, una pr\u00e1ctica tradicional que a\u00fan persiste en algunos bancos es solicitarle al cliente una serie de documentos impresos para abrirle una cuenta, proceso que puede tomar varios d\u00edas; por el contrario, a trav\u00e9s de algunas FinTech los usuarios pueden obtener la apertura de cuenta en minutos con s\u00f3lo vincular su perfil de Facebook. Seg\u00fan el WRBR 2019, 71.9% de la generaci\u00f3n \u201cY\u201d, mejor conocidos como millennials, reconocen las apps como canales bancarios importantes, pero \u00fanicamente 32.9% admiten tener buenas experiencias con ellas.<\/p>\n\n\n\n<p>Datos que, sin lugar a duda, demuestran que las expectativas de las generaciones m\u00e1s j\u00f3venes y clientes expertos en tecnolog\u00eda ya no pueden ser ignoradas porque hacerlo implicar\u00eda perder oportunidades de negocio. Por ello, hoy m\u00e1s que nunca, los bancos enfrentan el reto de mejorar la experiencia de sus clientes en la <em>\u00faltima milla<\/em> del servicio para mantenerse relevantes en la industria.<\/p>\n\n\n\n<p>Si bien los bancos han hecho un gran esfuerzo por habilitar nuevas capacidades internas y modernizarse al ofrecer m\u00faltiples funciones digitales, los consumidores demandan una mejor experiencia m\u00f3vil que est\u00e9 vinculada con sus necesidades del d\u00eda a d\u00eda. Ya no basta con enfocarse en productos bancarios espec\u00edficos, se requiere garantizar el bienestar financiero general del cliente moderno, apoyado por la tecnolog\u00eda.<\/p>\n\n\n\n<p><strong>Los bancos que tendr\u00e1n \u00e9xito en el futuro no son necesariamente los m\u00e1s fuertes hoy, sino los que mejor de adapten al entorno cambiante.<\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/ar-es\/wp-content\/uploads\/sites\/24\/2020\/06\/bernardo-valle-002.png?w=300\" alt=\"\" class=\"wp-image-57595\"\/><\/figure><\/div>\n\n\n<p><strong><em>Bernardo Valle es Director de Servicios Financieros \u2013 Banca de ÎÚÑ»´«Ã½ M\u00e9xico, empresa l\u00edder global en consultor\u00eda, servicios de tecnolog\u00eda, y transformaci\u00f3n digita. ÎÚÑ»´«Ã½ est\u00e1 a la cabeza de la innovaci\u00f3n para enfrentar las oportunidades de sus clientes en el cambiante mundo de la nube, digital y plataformas.<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a id=\"_ftn1\" href=\"#_ftnref1\">[1]<\/a> World Retail Banking Report 2019, URL: <a href=\"\/ar-es\/insights\/biblioteca-de-investigacion\/world-retail-banking-report-2019\/\">https:\/\/www.capgemini.com\/ar-es\/resources\/world-retail-banking-report-2019\/<\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":336,"featured_media":32008,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"66befb8b-3b68-45be-935f-c3e159d1b0be\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":false,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[1],"tags":[],"brand":[],"service":[100],"industry":[110],"partners":[],"blog-topic":[47],"content-group":[],"class_list":["post-32007","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","service-customer-experience","industry-banking","blog-topic-customer-experience"],"yoast_head":"<!-- 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