{"id":32567,"date":"2014-05-19T21:05:00","date_gmt":"2014-05-19T21:05:00","guid":{"rendered":"https:\/\/www.capgemini.com\/ar-es\/?p=32567"},"modified":"2025-03-28T10:27:47","modified_gmt":"2025-03-28T10:27:47","slug":"el-poder-del-social-media-banking","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/ar-es\/insights\/expert-perspectives\/el-poder-del-social-media-banking\/","title":{"rendered":"El poder del Social Media Banking"},"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>El poder del Social Media Banking<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/cg-logo.png?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Capgemini<\/h5><h5 class=\"blog-date\">2014-05-19<\/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=32567\" 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=32567&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=32567&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>Acceder al banco a trav\u00e9s de Facebook para pagar eventos o regalos de amigos, consultar la informaci\u00f3n bancaria, hacer transferencias, solicitar tarjetas o comprar entradas y libros son algunos de los servicios cada d\u00eda m\u00e1s demandados por los clientes bancarios.Especialmente, por aquellos que pertenecen a lo que se conoce como Generaci\u00f3n Y (poblaci\u00f3n de nativos tecnol\u00f3gicos nacidos entre 1980 y 2000).<br>Esta es una de las demandas m\u00e1s claras a la que se enfrentan las entidades financieras y una de las claves para construir una experiencia positiva con los clientes. De esta experiencia depende no s\u00f3lo la fidelidad sino la posibilidad de adquirir m\u00e1s productos y algo mucho m\u00e1s poderoso en la era social: la capacidad de referenciar esa experiencia ante otros.Seg\u00fan las conclusiones del <a href=\"http:\/\/www.es.capgemini.com\/ideas\/publicaciones\/world-retail-banking-report-2014\">World Retail Banking Report 2014<\/a>, publicado por Capgemini y Efma, los clientes con una experiencia positiva muestran conductas que promueven la rentabilidad. De este modo, la probabilidad de que estos clientes permanezcan en su banco es seis veces mayor, nueve veces m\u00e1s probable que referencien su banco a un amigo, y ser\u00e1n siete veces m\u00e1s propensos a comprar otros productos en comparaci\u00f3n con aquellos clientes que presentan experiencias negativas.<br>Sin embargo, esta experiencia positiva ha descendido por primera vez en tres a\u00f1os tanto en Espa\u00f1a como a nivel global, lo que evidencia el riesgo de las entidades de perder clientes y rentabilidad. Adem\u00e1s, este descenso supone un punto de inflexi\u00f3n en las expectativas actuales y futuras del cliente de banca de retail y potencia la transformaci\u00f3n digital del sector.<\/p>\n\n\n\n<p>Detr\u00e1s de esta tendencia podemos identificar factores demogr\u00e1ficos, tecnol\u00f3gicos o competitivos, pero la influencia de la Generaci\u00f3n Y es uno de los m\u00e1s importantes. En Espa\u00f1a, este segmento&nbsp;<strong>supone casi un 24 por ciento de la poblaci\u00f3n y su inter\u00e9s est\u00e1 en el uso de mobile banking<\/strong>&nbsp;y en el denominado social media banking. Para ellos, el banco del futuro no ser\u00e1 un lugar donde el cliente va, sino que ser\u00e1 un espacio para que el cliente haga.<\/p>\n\n\n\n<p>Lo digital est\u00e1 estrechamente relacionado con la experiencia de cliente, por lo que los bancos necesitan evolucionar y transformarse digitalmente, a la vez que deben continuar proporcionando servicios b\u00e1sicos de alta calidad. El uso de las redes sociales est\u00e1 muy extendido entre los clientes de banca retail.<\/p>\n\n\n\n<p>Seg\u00fan el informe, un 89 de los encuestados dispone de cuenta en alguna red social y al menos el diez por ciento a nivel global dicen que interaccionan semanalmente con su banco por esta v\u00eda.<\/p>\n\n\n\n<p>Sin embargo,&nbsp;<strong>no existe una estrategia \u00fanica en social media banking<\/strong>. Algunas entidades han lanzado diferentes iniciativas, que abarcan desde la atenci\u00f3n a reclamaciones, a la oferta de funciones transaccionales, incluyendo la consulta de cuentas y los pagos v\u00eda Facebook. Muchos bancos se posicionan en Facebook como un modo de compartir informaci\u00f3n de manera virtual y poniendo a disposici\u00f3n de los clientes informaci\u00f3n financiera o resolviendo quejas.<\/p>\n\n\n\n<p>Otros bancos reconocen las redes sociales como un canal de colaboraci\u00f3n, invitando a los clientes a enviar ideas para mejorar los servicios y productos. Poco a poco, los bancos reconocen el poder de social media como un canal de comunicaci\u00f3n en dos direcciones, y hacen uso de plataformas como Facebook y Twitter para soportar un n\u00famero creciente de iniciativas.<\/p>\n\n\n\n<p>Existe, no obstante, mucho espacio de mejora, en c\u00f3mo&nbsp;<strong>alinear los servicios con las expectativas de los clientes<\/strong>. El mayor gap se encuentra en el&nbsp;<strong>acceso a las cuentas y la ejecuci\u00f3n de transacciones<\/strong>. Los bancos deben tomar la iniciativa y definir c\u00f3mo van a ofrecer sus servicios a trav\u00e9s de las redes sociales antes de que estos medios redefinan la funci\u00f3n bancaria.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":336,"featured_media":0,"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\":\"9438f686-04de-4596-b0ac-64a7df4f7f44\",\"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,"_yoast_wpseo_primary_brand":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[1],"tags":[],"brand":[],"service":[],"industry":[],"partners":[],"blog-topic":[],"content-group":[],"class_list":["post-32567","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- 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