{"id":32782,"date":"2021-03-19T22:37:00","date_gmt":"2021-03-19T22:37:00","guid":{"rendered":"https:\/\/www.capgemini.com\/ar-es\/?p=32782"},"modified":"2025-03-28T08:55:16","modified_gmt":"2025-03-28T08:55:16","slug":"tecnologia-e-hiperpersonalizacion-factores-para-generar-confianza-entre-los-clientes","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/ar-es\/insights\/expert-perspectives\/tecnologia-e-hiperpersonalizacion-factores-para-generar-confianza-entre-los-clientes\/","title":{"rendered":"Tecnolog\u00eda e hiperpersonalizaci\u00f3n, factores para generar confianza entre los clientes"},"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>Tecnolog\u00eda e hiperpersonalizaci\u00f3n, factores para generar confianza entre los clientes<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/www.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\">Capgemini<\/h5><h5 class=\"blog-date\">2021-03-19<\/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=32782\" 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=32782&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=32782&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<h3 class=\"wp-block-heading\" id=\"h-el-inicio-de-2021-ha-dictado-una-serie-de-cambios-que-necesariamente-deberan-ejecutarse-este-ano-para-hacer-frente-a-los-aprendizajes-que-dejo-2020\">El inicio de 2021 ha dictado una serie de cambios que necesariamente deber\u00e1n ejecutarse este a\u00f1o para hacer frente a los aprendizajes que dej\u00f3 2020.<\/h3>\n\n\n\n<p>M\u00e1s all\u00e1 de la pandemia y los desastres naturales, entre otros sucesos importantes, diversos sectores econ\u00f3micos han tenido que replantear sus negocios considerando, -sobre todo- a sus clientes, sin importar que las transacciones, el servicio o el contacto se realice de manera presencial o remota.<\/p>\n\n\n\n<p>Brindar servicios digitales o abrir la posibilidad de obtener productos <em>on line<\/em> ya no es suficiente. El usuario final y el empresarial han aprendido, durante los meses de confinamiento, que la vida contin\u00faa y que debe tener a su alcance las alternativas digitales para satisfacer necesidades b\u00e1sicas tales como el abasto de alimentos, educaci\u00f3n, trabajo y prevenci\u00f3n.<\/p>\n\n\n\n<p>A partir de esta nueva normalidad, que al parecer ha llegado para quedarse, las empresas de seguros deber\u00e1n construir su nueva realidad colocando al cliente en el centro de toda su estrategia y, a partir de ello, desarrollar diversas acciones que incluyan siempre la personalizaci\u00f3n de sus servicios, as\u00ed como el contacto con el cliente en todo momento, sin importar el canal.<\/p>\n\n\n\n<p>Y para muestra basta un bot\u00f3n. El <a href=\"https:\/\/www.capgemini.com\/ar-es\/wp-content\/uploads\/sites\/24\/2020\/09\/WIR-2020-Infographic.pdf\">World Insurance Report 2020<\/a> de Capgemini revela que en los \u00faltimos dos a\u00f1os se ha duplicado el uso de herramientas en l\u00ednea y aplicaciones para realizar transacciones (del 30% en 2018, al 64% en 2020) por parte de personas de diferentes edades. Y es que la adopci\u00f3n digital ya no es cuesti\u00f3n de edad. Para aquellos que cuentan con acceso a internet y redes sociales, la investigaci\u00f3n y la contrataci\u00f3n directa de seguros en l\u00ednea es una tendencia que va en aumento entre todas las generaciones.<\/p>\n\n\n\n<p>Hasta antes de la pandemia, la adopci\u00f3n tecnol\u00f3gica sol\u00eda crecer a una velocidad moderada, y no se hab\u00eda convertido en una prioridad para las aseguradoras. Ahora, ante la nueva realidad, las compa\u00f1\u00edas de seguros necesitan conectarse mejor con sus asegurados involucr\u00e1ndose de manera hiperpersonalizada. Esto solo ser\u00e1 posible con la adopci\u00f3n de herramientas tecnol\u00f3gicas que permitan conocer en tiempo real \u2013a trav\u00e9s de la data\u2013 cu\u00e1les son las necesidades de sus clientes, para poder dise\u00f1arles un portafolio de servicios a la medida y basado en la experiencia.<\/p>\n\n\n\n<p>Al final, \u00bfa qui\u00e9n no le gustar\u00eda pagar solo por los servicios que usa, o en el momento que los va a utilizar? Para satisfacer esta necesidad, la personalizaci\u00f3n permitir\u00eda a las aseguradoras ofrecer a sus clientes esquemas flexibles y accesos para que la informaci\u00f3n pueda ser consultada desde cualquier plataforma gracias a la inclusi\u00f3n de esquemas omnicanal efectivos.<\/p>\n\n\n\n<p>Lograr ese nuevo paso en la evoluci\u00f3n del sector, requerir\u00e1 que las empresas aseguradoras hagan ese cambio con base en su propia realidad estructural, de procesos, servicios y, sobre todo, en su capacidad de respuesta. Esto no quiere decir que los ajustes se realicen de la noche a la ma\u00f1ana; primero deber\u00e1n entender su realidad, consultar a los expertos y, a partir de ello, encontrar el mejor camino para continuar con su viaje hacia la transformaci\u00f3n digital.<\/p>\n\n\n\n<p>En este proceso, el apoyo y la experiencia de una firma de consultor\u00eda resultan indispensables. En Capgemini conocemos a fondo la industria de seguros, y gozamos del reconocimiento, por segundo a\u00f1o consecutivo, por parte <a href=\"https:\/\/www.capgemini.com\/ar-es\/news\/everest-group-nombra-a-capgemini-lider-y-star-performer-del-ano-en-servicios-para-el-sector-asegurador\/\">Everest Group<\/a> como L\u00edder y Star Performer en seguros dentro de los premios IT Service Provider of the YearTM por demostrar el impulso que ha generado en la industria y su mejora constante en las capacidades de ejecuci\u00f3n.<\/p>\n\n\n\n<figure class=\"wp-block-image alignleft\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/ar-es\/wp-content\/uploads\/sites\/24\/2020\/12\/Geovanni-Millan_web.jpg?w=550\" alt=\"\" class=\"wp-image-76701\"\/><\/figure>\n\n\n\n<p><strong><em>Geovanni Mill\u00e1n es director de la Industria de Seguros en Capgemini M\u00e9xico. Capgemini es l\u00edder global en servicios de consultor\u00eda, transformaci\u00f3n digital, tecnolog\u00eda e ingenier\u00eda. El Grupo est\u00e1 a la vanguardia de la innovaci\u00f3n para abordar las oportunidades de los clientes en el mundo cambiante de la nube, lo digital y las plataformas.<\/em><\/strong><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":336,"featured_media":32783,"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\":\"845c133f-b005-40b3-991b-e499c95ab861\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":false,\"isCrossLink\":false,\"hasCrossLink\":false}","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":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":"","jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"brand":[],"service":[100],"industry":[],"partners":[],"blog-topic":[47],"content-group":[],"class_list":["post-32782","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","service-customer-experience","blog-topic-customer-experience"],"yoast_head":"<!-- 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