{"id":573044,"date":"2025-05-29T11:37:43","date_gmt":"2025-05-29T09:37:43","guid":{"rendered":"https:\/\/www.capgemini.com\/es-es\/?post_type=research-and-insight&#038;p=573044"},"modified":"2025-12-04T17:46:16","modified_gmt":"2025-12-04T16:46:16","slug":"fidelizando-con-experiencia","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/fidelizando-con-experiencia\/","title":{"rendered":"Fidelizando con experiencia"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/04\/WRBR-POV1-Banner-Image.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/04\/WRBR-POV1-Banner-Image.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source 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style=\"object-fit:cover;object-position:54% 30%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Customer first<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Fidelizando con experiencia<\/h1><\/div><h2 class=\"reasearchInsightTitle\">C\u00f3mo atraer m\u00e1s clientes con una estrategia de tarjetas ganadora<\/h2><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles addPadding\"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/04\/Driving-loyalty-with-experience.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><span>Download Point of View<\/span><span class=\"type\">3 MB pdf<\/span><\/a><\/div><\/div><\/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\/?post_type=research-and-insight&amp;p=835951\" 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\/?post_type=research-and-insight&amp;p=835951&amp;text=World%20Payments%20Report%202022\" 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\/shareArticle?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=835951&amp;text=World%20Payments%20Report%202022\" 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<h4 class=\"wp-block-heading\" id=\"h-en-resumen\">En resumen<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Con el 74% de los titulares de tarjetas en riesgo de fuga, los bancos minoristas rezagados est\u00e1n mejorando sus programas de recompensas para obtener ventaja en un mercado competitivo en constante cambio.<\/li>\n\n\n\n<li>Abordar adecuadamente los factores de fidelizaci\u00f3n emocionales y racionales permite a los bancos crear experiencias que motiven a los clientes a preferir una tarjeta sobre otra.<\/li>\n\n\n\n<li>Para transformar con \u00e9xito sus programas de fidelizaci\u00f3n, los bancos deben completar siete pasos esenciales, asegur\u00e1ndose de integrar experiencias personalizadas que impulsen una mayor fidelizaci\u00f3n.<\/li>\n<\/ul>\n\n\n\n<p>Dado que el entorno de la banca minorista contin\u00faa su r\u00e1pida evoluci\u00f3n, una estrategia clave para aumentar la participaci\u00f3n en la cartera y mejorar el alcance de un banco es aprovechar las tarjetas como una poderosa oferta de puerta de entrada.<\/p>\n\n\n\n<p>Seg\u00fan el <a href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/world-payments-report-2025\/\">Informe Mundial de Banca Minorista 2025<\/a> de Capgemini, las tarjetas de cr\u00e9dito y d\u00e9bito han crecido significativamente m\u00e1s all\u00e1 de su utilidad, brindando a los bancos la oportunidad de obtener ventaja financiera y de cuota de mercado. Sin embargo, dada la creciente popularidad de los pagos instant\u00e1neos y las billeteras digitales, generar valor a largo plazo a partir de las tarjetas requiere desarrollar programas de recompensas modernos y ecosistemas asociados para fomentar una s\u00f3lida fidelizaci\u00f3n de los clientes.<\/p>\n\n\n\n<p>Adem\u00e1s, el cambio acelerado en las expectativas de los clientes hacia experiencias hiperpersonalizadas hace que los sistemas de recompensas tradicionales, basados \u200b\u200b\u00fanicamente en beneficios transaccionales, sean cada vez m\u00e1s insuficientes. Sin embargo, el Informe Mundial de Banca Minorista 2025 de Capgemini muestra que muchos bancos a\u00fan tienen dificultades para dise\u00f1ar e implementar un programa lo suficientemente s\u00f3lido y personalizado para atraer, fidelizar y mantener la fidelidad y el gasto deseados de los titulares de tarjetas.<\/p>\n\n\n\n<p>Como se destaca en el Informe Mundial de Banca Minorista 2025 de Capgemini, solo el 26 % de los titulares de tarjetas est\u00e1n satisfechos con sus tarjetas, lo que representa un riesgo potencial de fuga para el 74 %. Para evitar una p\u00e9rdida de clientes potencialmente devastadora, las empresas rezagadas en el uso de tarjetas deben aprender c\u00f3mo los l\u00edderes fortalecen sus programas de fidelizaci\u00f3n para poder evolucionar y triunfar en un mercado competitivo en constante cambio.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-motivar-a-los-titulares-de-tarjetas-mediante-la-personalizacion\"><strong>Motivar a los titulares de tarjetas mediante la personalizaci\u00f3n<\/strong><\/h2>\n\n\n\n<p>A diferencia de los anticuados modelos de recompensas centrados en puntos y beneficios, los programas de fidelizaci\u00f3n modernos van m\u00e1s all\u00e1 de los descuentos y el reembolso, creando relaciones significativas y duraderas. Esto requiere desarrollar un programa y un ecosistema de recompensas modernizado y robusto. Comienza por comprender qu\u00e9 motiva la fidelizaci\u00f3n: una combinaci\u00f3n de factores emocionales y racionales, ambos cruciales, para que un cliente decida preferir una tarjeta a otra. Analicemos cada uno.<\/p>\n\n\n\n<p><strong>Factores racionales: comisiones, oferta, urgencia, ubicaci\u00f3n y servicio.<\/strong>&nbsp;Naturalmente, los bancos comprenden a la perfecci\u00f3n los factores racionales de fidelizaci\u00f3n, as\u00ed como c\u00f3mo motivar a los clientes a actuar. Si bien son cruciales durante todo el ciclo de fidelizaci\u00f3n, los factores racionales son especialmente cruciales durante la fase de adopci\u00f3n de la tarjeta.<\/p>\n\n\n\n<p>Preguntas importantes a tener en cuenta para desarrollar impulsores racionales convincentes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ofrecer tasas de inter\u00e9s competitivas, recompensas y ofertas relevantes y oportunas.<\/li>\n\n\n\n<li>Cada interacci\u00f3n debe ser fluida e intuitiva, desde la solicitud de la tarjeta hasta la gesti\u00f3n de recompensas.<\/li>\n<\/ul>\n\n\n\n<p><strong>Impulsores emocionales: respeto, reciprocidad, reconocimiento, prueba social y confianza<\/strong>. Si bien los impulsores emocionales son m\u00e1s dif\u00edciles de comprender y abordar, son los m\u00e1s cr\u00edticos para garantizar que los clientes realmente usen su tarjeta. En resumen, un cliente emocionalmente comprometido espera interacciones bidireccionales respetuosas que demuestren que un banco lo conoce y puede confiar en \u00e9l para brindar experiencias de recompensas hiperpersonalizadas, significativas y seguras.<\/p>\n\n\n\n<p>La pregunta clave para guiar el desarrollo de los impulsores emocionales es:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00bf<strong>C\u00f3mo se siente el cliente al usar esta tarjeta? <\/strong>Crear conexiones emocionales profundas requiere ofrecer experiencias personalizadas que generen confianza en cada interacci\u00f3n digital o personal. Cada punto de contacto debe demostrar que el banco reconoce al cliente y sus preferencias. De igual manera, los programas de recompensas deben estar dotados de un valor que el cliente realmente perciba.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/04\/2025-04-22_4495_Retail_banking_fig1_PoV_v9_DLK.jpg?w=738\" alt=\"\" class=\"wp-image-1119914\" style=\"width:356px;height:auto\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-lealtad-intencionada-la-convergencia-de-impulsores-racionales-y-emocionales\">Lealtad intencionada: la convergencia de impulsores racionales y emocionales<\/h3>\n\n\n\n<p>Un programa de fidelizaci\u00f3n exitoso equilibra los impulsos racionales y emocionales para crear una lealtad con prop\u00f3sito: <strong>un v\u00ednculo profundo y duradero entre los bancos y sus clientes<\/strong>. La lealtad con prop\u00f3sito se logra combinando a la perfecci\u00f3n los beneficios transaccionales (racionales) con experiencias personalizadas que generan confianza (emocionales), lo que genera una mayor preferencia por los servicios del banco.<\/p>\n\n\n\n<p>Los programas de fidelizaci\u00f3n que equilibran adecuadamente los impulsos racionales y emocionales tienen una probabilidad significativamente mayor de que el cliente prefiera y utilice una tarjeta espec\u00edfica.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-ingredientes-clave-para-construir-una-lealtad-con-proposito\">Ingredientes clave para construir una lealtad con prop\u00f3sito<\/h3>\n\n\n\n<p>Al analizar los programas de recompensas de diferentes entidades, surgieron varios ingredientes clave para generar una fidelizaci\u00f3n con prop\u00f3sito. Como se destaca en el <a href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/world-payments-report-2025\/\">Informe Mundial de Banca Minorista 2025 de Capgemini<\/a>, los bancos deber\u00edan:<\/p>\n\n\n\n<p><strong>Desarrollar un enfoque centrado en el cliente<\/strong>: Dado que todos los dem\u00e1s elementos del programa de fidelizaci\u00f3n se derivan de la creaci\u00f3n, el mantenimiento y la evoluci\u00f3n de una experiencia de recompensas excepcional, desarrollar un enfoque centrado en el cliente en toda la infraestructura bancaria es vital para abordar los factores emocionales y racionales que impulsan a los titulares de tarjetas a preferir una tarjeta en particular de forma regular y continua.<\/p>\n\n\n\n<p><strong>Desarrollar un enfoque centrado en el cliente<\/strong>: Dado que todos los dem\u00e1s elementos del programa de fidelizaci\u00f3n se derivan de la creaci\u00f3n, el mantenimiento y la evoluci\u00f3n de una experiencia de recompensas excepcional, desarrollar un enfoque centrado en el cliente en toda la infraestructura bancaria es vital para abordar los factores emocionales y racionales que impulsan a los titulares de tarjetas a preferir una tarjeta en particular de forma regular y continua.<\/p>\n\n\n\n<p><strong>Amplificar los factores racionales y emocionales:<\/strong> Tradicionalmente, comunicar los beneficios financieros de una tarjeta pod\u00eda ser decisivo. Ya no. Hoy en d\u00eda, es vital comunicar y amplificar los beneficios emocionales y financieros de un programa de recompensas en todos los puntos de contacto del banco, ya sean presenciales o digitales.<\/p>\n\n\n\n<p><strong>Ofrecer experiencias digitales avanzadas impulsadas por datos e IA<\/strong>: Dado que la mayor\u00eda de los clientes que ahora utilizan tarjetas esperan los \u00faltimos avances en interacciones digitales, cuanto mejor utilice un banco las tecnolog\u00edas de inteligencia artificial y aprendizaje autom\u00e1tico para recopilar, analizar y aprovechar los datos, mejor ofrecer\u00e1 las experiencias hiperpersonalizadas que impulsan la interacci\u00f3n con la tarjeta.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-la-brecha-de-experiencia-y-su-efecto-en-la-lealtad-intencionada\">La brecha de experiencia y su efecto en la lealtad intencionada<\/h3>\n\n\n\n<p>No es ning\u00fan secreto que no cumplir las promesas de marketing genera una brecha en la experiencia del cliente. Adem\u00e1s, cuanto m\u00e1s se ampl\u00eda esta brecha, mayor es la p\u00e9rdida de fidelidad. En la pr\u00e1ctica, esto significa que los clientes pueden contratar una tarjeta bas\u00e1ndose en incentivos atractivos, pero la abandonan r\u00e1pidamente si la experiencia general no cumple con sus expectativas.<\/p>\n\n\n\n<p>Seg\u00fan el <a href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/world-payments-report-2025\/\">Informe Mundial de Banca Minorista 2025 de Capgemini<\/a>, los bancos tienen trabajo por delante para abordar los factores de fidelizaci\u00f3n y la brecha en la experiencia. Con respecto a la fidelizaci\u00f3n emocional y racional, el estudio mostr\u00f3 que:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La mayor\u00eda de los clientes (73%) considera que los programas de recompensas no est\u00e1n lo suficientemente personalizados.<\/li>\n\n\n\n<li>M\u00e1s de un tercio (36%) de los clientes considera que sus experiencias bancarias y con la tarjeta no son fluidas ni est\u00e1n exentas de problemas.<\/li>\n\n\n\n<li>Casi la mitad (47%) de los clientes de tarjetas cree que el valor que reciben no compensa las comisiones asociadas.<\/li>\n<\/ul>\n\n\n\n<p>En cuanto a la eficacia de los bancos para cerrar la brecha en la experiencia, tambi\u00e9n se est\u00e1n quedando cortos:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Casi dos tercios (62%) de los clientes consideran confusas las ofertas promocionales y los programas de recompensas al explorar las opciones de tarjetas de cr\u00e9dito. La mitad (52%) considera que todos los programas de recompensas son similares.<\/li>\n\n\n\n<li>Un porcentaje significativamente menor (44%) recibi\u00f3 recomendaciones de productos complementarios que aportan valor a sus tarjetas.<\/li>\n<\/ul>\n\n\n\n<p>Afortunadamente, los bancos pueden reducir la brecha de experiencia y abordarla integrando los programas de fidelizaci\u00f3n con recomendaciones hiperpersonalizadas, interacci\u00f3n impulsada por IA, recompensas basadas en la comunidad y adaptaciones de recompensas en tiempo real. Para satisfacer las expectativas de los clientes, que cambian r\u00e1pidamente, las iniciativas de personalizaci\u00f3n y fidelizaci\u00f3n deben ser fluidas en todos los sectores bancarios.uchpoints\u2014physical branches, digital banking apps, and customer service interactions.<\/p>\n\n\n\n<div style=\"height:1px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<section class=\"wp-block-cg-blocks-how-we-do-it section section--howwedoit block-howwedoit\"><div class=\"container\"><div><div class=\"content-title\"><h2 data-maxlength=\"72\" class=\"expandable-heading-tag\"><strong>Siete pasos esenciales para la transformaci\u00f3n de la fidelizaci\u00f3n<\/h2><\/div><p>Para pasar de ser a ser l\u00edderes en la fidelizaci\u00f3n mediante tarjetas, los bancos deben incluir los siguientes siete pasos cr\u00edticos en su transformaci\u00f3n de la fidelizaci\u00f3n.<\/p><\/div><div class=\"section-content\">\n<div class=\"wp-block-cg-blocks-card-howwedoit expanders\"><div class=\"box card-regulated-agreements card-howwedoit\"><div class=\"expander-box filter-box tag-active \"><div class=\"expander-title\" tabindex=\"0\" role=\"button\" aria-pressed=\"false\" aria-expanded=\"false\"><h3 class=\"expander-heading-title\">Create hyper-personalized experiences with human-centered design<\/h3><\/div><div class=\"expander-subtitle\"><p class=\"small-description\"> <\/p><\/div><div class=\"expander-content\"><p>To create hyper-personalized card experiences, shift from a traditional product-centric or offer-driven approach to a <strong>human-centered design (HCD) <\/strong>framework.<br>Unlike conventional methods that prioritize mass-market product features and predefined loyalty programs, HCD focuses on <strong>understanding the unique needs, behaviors, and emotions of individual customers<\/strong>.<br>Using the HCD approach helps ensure that cards go beyond simple financial products to being <strong>seamless extensions of a user\u2019s lifestyle<\/strong>, deeply integrated with their daily spending patterns and brand interactions. To accomplish this, banks should:<br><strong>Replace static rewards with AI-driven dynamic personalization.<\/strong> Traditional co-branded card programs offer standardized rewards, often based on predefined spending categories like travel, dining, or fuel. HCD, however, leverages <strong>AI and machine learning<\/strong> to analyze <strong>real-time customer spending behavior<\/strong> and then offer hyper-personalized benefits that evolve dynamically. For instance, if a customer frequently shops online, the card could automatically offer higher cashback on e-commerce purchases during peak spending periods.<br><strong>Transition from one-size-fits-all discounts to seamless digital offer integration.<\/strong> Most loyalty programs promote broad, one-size-fits-all discounts regardless whether this approach resonates with their customers. With HCD, cards use a co-branding model to integrate <strong>real-time digital engagement<\/strong>, such as location-based offers, in-app product or service notifications, and AI-powered budgeting tools. Customers receive rewards <strong>precisely when and where they need them<\/strong>, such as an instant cashback offer for a preferred coffee brand while they are near a caf\u00e9.<br><strong>Move from generic branding to emotional &amp; lifestyle personalization<\/strong>. Although traditional product-centric card programs prioritize bank or partner branding, HCD enables customers to <strong>personalize their cards visually and functionally<\/strong>. This can include choosing preferred aesthetics, like brand colors, names, or designs, and aligning rewards with personal values, such as sustainability incentives for eco-conscious individuals or VIP travel perks for frequent flyers.<br><strong>Discontinue reactive engagement in favor of proactive, predictive loyalty.<\/strong> Traditional co-branded programs rely on <strong>reactive engagement<\/strong>, where customers must manually track and redeem offers. HCD shifts loyalty programs to <strong>anticipating customer needs<\/strong> through predictive analytics. For example, if a user consistently books travel during the holiday season, the bank can proactively offer exclusive flight discounts in the months leading up to holiday bookings, making the experience feel intuitive and personalized.<span style=\"font-size: 1rem; letter-spacing: 0.4px;\"><\/span><\/p><div class=\"bg-color video-align-right\"><div class=\"container\"><div class=\"row video-align-left\"><div class=\"col-md-12\"><div class=\"video-align-left row box box--4 box--mini\"><div class=\"col-md-3\"><\/div><div class=\"col-md-8 box-img-wrapper\"><div class=\"video-box\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/04\/2025-04-22_4495_Retail_banking_fig2_PoV_v9_DLK.jpg?w=960\" alt=\"\" class=\"wp-image-1119915\"\/><\/figure>\n<div class=\"content-more\"><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cg-blocks-card-howwedoit expanders\"><div class=\"box card-regulated-agreements card-howwedoit\"><div class=\"expander-box filter-box tag-active \"><div class=\"expander-title\" tabindex=\"0\" role=\"button\" aria-pressed=\"false\" aria-expanded=\"false\"><h3 class=\"expander-heading-title\">Enable customer data sharing and transparency<\/h3><\/div><div class=\"expander-content\"><p>Despite the industry prevalence of collecting first-party data through direct interactions, second-party data from co-brand partners, and third-party data from social media and credit bureaus, banks still inadequately convert that wealth of data into action. In fact, conversion rates remain alarmingly low according to Capgemini\u2019s <a href=\"https:\/\/www.capgemini.com\/insights\/research-library\/world-retail-banking-report\/\" target=\"_blank\" rel=\"noreferrer noopener\">World Retail Banking Report 2025<\/a>. It found:<br>86% of customers are willing to share their personal information in exchange for better recommendations and rewards.<br>Yet, <strong>only about half (52%) receive personalized alerts or advice<\/strong> on how to maximize their rewards.<br>Fortunately, banks can up their data game to effectively utilize the richness embedded in collected data by:<br><strong>Building 360-degree customer profiles:<\/strong> Consolidate behavioral, demographic, and transactional data into a unified profile to permit extracting comprehensive insights that form the foundation for targeted engagement.<br><strong>Harnessing AI-powered analytics:<\/strong> Adopt AI and GenAI for real-time data processing and advanced segmentation, which enables dynamically identifying customer needs and delivering timely solutions that resonate.<br><strong>Embracing technology-led innovation:<\/strong> Consider and implement new technologies and capabilities at every point along the loyalty development journey, providing the ability to rapidly iterate as customer trends and preferences change.<br><strong>Boosting Trust and Transparency: <\/strong>Provide customers with greater visibility and control of their data by establishing <strong>secure, consent-based data-sharing<\/strong> that complies with evolving regulation.<\/p><div class=\"bg-color video-align-right\"><div class=\"container\"><div class=\"row video-align-left\"><div class=\"col-md-12\"><div class=\"video-align-left row box box--4 box--mini\"><div class=\"col-md-3\"><\/div><div class=\"col-md-8 box-img-wrapper\"><div class=\"video-box\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"content-more\"><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cg-blocks-card-howwedoit expanders\"><div class=\"box card-regulated-agreements card-howwedoit\"><div class=\"expander-box filter-box tag-active \"><div class=\"expander-title\" tabindex=\"0\" role=\"button\" aria-pressed=\"false\" aria-expanded=\"false\"><h3 class=\"expander-heading-title\">Develop conversational customer journeys and engagement<\/h3><\/div><div class=\"expander-content\"><p>Although banking customer service has traditionally been static and reactive, requiring customers to seek help when needed, AI technologies are transforming customer journeys by delivering personalized, proactive support, available at an individual\u2019s fingertips.<br>To develop intelligent, always-on engagement for strengthening card loyalty, banks should:<br>Implement<strong> AI-driven conversational banking assistants<\/strong> that provide real-time financial guidance.<br>Offer seamless, automated issue resolution via <strong>AI chatbots<\/strong> combined with live support as needed.<br>Create <strong>predictive engagement models<\/strong> that proactively address customer needs before they arise.<\/p><div class=\"bg-color video-align-right\"><div class=\"container\"><div class=\"row video-align-left\"><div class=\"col-md-12\"><div class=\"video-align-left row box box--4 box--mini\"><div class=\"col-md-3\"><\/div><div class=\"col-md-8 box-img-wrapper\"><div class=\"video-box\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"content-more\"><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cg-blocks-card-howwedoit expanders\"><div class=\"box card-regulated-agreements card-howwedoit\"><div class=\"expander-box filter-box tag-active \"><div class=\"expander-title\" tabindex=\"0\" role=\"button\" aria-pressed=\"false\" aria-expanded=\"false\"><h3 class=\"expander-heading-title\">Generate content and offers dynamically<\/h3><\/div><div class=\"expander-content\"><p>Static loyalty programs and fragmented content\u00a0creation processes are no longer sufficient to meet evolving customer expectations. Marketing teams are overwhelmed by the volume and complexity of content needed across multiple channels, with 60% citing content generation as their biggest challenge and an average of five revision cycles causing significant delays. In this context, automating content creation is no longer optional\u2014it\u2019s essential.<br>Generative AI transforms the content supply chain by enhancing speed, scale, and personalization.<br>To meet the demands of modern loyalty programs, banks should:\u00a0<br><strong><strong>Automate content creation and campaign briefs<\/strong><\/strong> to reduce reliance on manual processes and accelerate go-to-market. <br><strong><strong>Use GenAI and AI-driven tagging to<\/strong><\/strong> dynamically update offers and personalize content by customer segment and behavior.\u00a0<br><strong><strong>Test and refine promotions in real-time<\/strong>,<\/strong> creating multiple content variations for rapid experimentation.\u00a0<br><strong><strong>Implement end-to-end offer management and validation,<\/strong> <\/strong>streamlining compliance checks and disclosure reviews via GenAI-powered workflows.<br><strong>Leverage AI-powered storytelling<\/strong> to craft immersive, resonant loyalty experiences that reflect the brand voice and regulatory standards.<\/p><div class=\"bg-color video-align-right\"><div class=\"container\"><div class=\"row video-align-left\"><div class=\"col-md-12\"><div class=\"video-align-left row box box--4 box--mini\"><div class=\"col-md-3\"><\/div><div class=\"col-md-8 box-img-wrapper\"><div class=\"video-box\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/04\/2025-04-22_4495_Retail_banking_fig3_PoV_v9_DLK.jpg?w=960\" alt=\"\" class=\"wp-image-1119916\" style=\"width:458px;height:auto\"\/><\/figure>\n<div class=\"content-more\"><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cg-blocks-card-howwedoit expanders\"><div class=\"box card-regulated-agreements card-howwedoit\"><div class=\"expander-box filter-box tag-active \"><div class=\"expander-title\" tabindex=\"0\" role=\"button\" aria-pressed=\"false\" aria-expanded=\"false\"><h3 class=\"expander-heading-title\">Connect experiences across channels<\/h3><\/div><div class=\"expander-content\"><p>With customers increasingly demanding seamless experiences that follow them across channels, banks must replace traditionally fragmented and disjointed interactions across physical branches, digital platforms, and mobile apps. This requires banks to<br><br><strong>Ensure<\/strong> <strong>consistent reward redemption<\/strong> across mobile banking, web, and in-branch experiences.<br><strong>Use<\/strong> <strong>real-time data<\/strong> to synchronize offers across all customer touch points.<br><strong>Enhance the in-app card experiences<\/strong> by integrating loyalty features natively within digital banking interfaces.<\/p><div class=\"bg-color video-align-right\"><div class=\"container\"><div class=\"row video-align-left\"><div class=\"col-md-12\"><div class=\"video-align-left row box box--4 box--mini\"><div class=\"col-md-3\"><\/div><div class=\"col-md-8 box-img-wrapper\"><div class=\"video-box\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/04\/2025-04-22_4495_Retail_banking_fig4_PoV_v9_DLK.jpg?w=960\" alt=\"\" class=\"wp-image-1119918\" style=\"width:494px;height:auto\"\/><\/figure>\n<div class=\"content-more\"><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cg-blocks-card-howwedoit expanders\"><div class=\"box card-regulated-agreements card-howwedoit\"><div class=\"expander-box filter-box tag-active \"><div class=\"expander-title\" tabindex=\"0\" role=\"button\" aria-pressed=\"false\" aria-expanded=\"false\"><h3 class=\"expander-heading-title\">Establish new business models<\/h3><\/div><div class=\"expander-content\"><p>Rather than continuing to view cards as standalone products, it\u2019s imperative for modern loyalty programs to position them as <strong>financial companions<\/strong>. By <strong>leveraging real-time transaction data<\/strong>, banks can unlock new loyalty-driven products and services that go beyond outdated cashback incentives. The goal is designing and delivering <strong>holistic financial benefits<\/strong> that keep customers engaged.<br>To effectively leveraging customer data effectively banks should:<br><strong>Use social-listening<\/strong> tools and strategies to identify new loyalty-driven financial products and services aligned to each customer\u2019s desires and preferences.<br><strong>Generate real-time transaction insights<\/strong> to deliver <strong>hyper-personalized lending and savings<\/strong> solutions.<br>Co-create with partners and customers to shape new banking experiences. Collaborating with partner brands can help eliminate boundaries across visual identity and messaging, while also enabling enhanced personalization powered by partner data and insights.<br><strong>Offer community-driven banking rewards<\/strong>, incentivizing financial behaviors that align with customer values. Examples include charitable giving, sustainability, and other options that have a direct impact on a customer\u2019s community.<\/p><div class=\"bg-color video-align-right\"><div class=\"container\"><div class=\"row video-align-left\"><div class=\"col-md-12\"><div class=\"video-align-left row box box--4 box--mini\"><div class=\"col-md-3\"><\/div><div class=\"col-md-8 box-img-wrapper\"><div class=\"video-box\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"content-more\"><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cg-blocks-card-howwedoit expanders\"><div class=\"box card-regulated-agreements card-howwedoit\"><div class=\"expander-box filter-box tag-active \"><div class=\"expander-title\" tabindex=\"0\" role=\"button\" aria-pressed=\"false\" aria-expanded=\"false\"><h3 class=\"expander-heading-title\">Implement a real-time value loop<\/h3><\/div><div class=\"expander-content\"><p>Leading loyalty program function as a <strong>continuous engagement cycle<\/strong>, with ongoing refinements based on continuous customer feedback and behavior monitoring. The four key phases of this cycle are:<br><strong>Acquire:<\/strong> Use AI-powered insights to deliver <strong>contextual onboarding offers<\/strong>.<br><strong>Engage:<\/strong> Maintain engagement through <strong>real-time personalized recommendations<\/strong>.<br><strong>Delight:<\/strong> Surprise customers with <strong>experiential rewards<\/strong> beyond standard cashback.<br><strong>Repeat:<\/strong> Continuously iterate to ensure the program <strong>remains relevant and valuable<\/strong>.<\/p><div class=\"bg-color video-align-right\"><div class=\"container\"><div class=\"row video-align-left\"><div class=\"col-md-12\"><div class=\"video-align-left row box box--4 box--mini\"><div class=\"col-md-3\"><\/div><div class=\"col-md-8 box-img-wrapper\"><div class=\"video-box\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/04\/2025-04-22_4495_Retail_banking_fig5_PoV_v9_DLK.jpg?w=884\" alt=\"\" class=\"wp-image-1119920\" style=\"width:421px;height:auto\"\/><\/figure>\n<div class=\"content-more\"><\/div><\/div><\/div><\/div><\/div>\n<\/div><\/div><\/section>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-mas-alla-de-los-programas-de-recompensas-fomentando-la-fidelizacion-con-proposito-en-cada-experiencia\">M\u00e1s all\u00e1 de los programas de recompensas: fomentando la fidelizaci\u00f3n con prop\u00f3sito en cada experiencia<\/h2>\n\n\n\n<p>Si bien este punto de vista se centra en los programas de fidelizaci\u00f3n de tarjetas, en realidad los bancos deben adoptar y fomentar de forma integral la fidelizaci\u00f3n en todos las operaciones de cara al cliente. Como ya hemos comentado, la fidelizaci\u00f3n con prop\u00f3sito se basa en la interacci\u00f3n, la confianza y la personalizaci\u00f3n para impulsar la retenci\u00f3n de clientes y el uso de los productos bancarios. Los elementos fundamentales que requieren implementaci\u00f3n en todo el banco incluyen:<\/p>\n\n\n\n<p><strong>Ir m\u00e1s all\u00e1 de las interacciones transaccionales hacia experiencias personalizadas<\/strong><\/p>\n\n\n\n<p><strong>Ofrecer a los clientes herramientas y recompensas que respalden sus objetivos financieros<\/strong> m\u00e1s amplios.<\/p>\n\n\n\n<p><strong>Integrar la fidelizaci\u00f3n en todo el ecosistema bancario<\/strong>, convirti\u00e9ndola en el resultado de excelentes experiencias del cliente en lugar de un programa independiente.<\/p>\n\n\n\n<p><strong>Facilitar el impacto financiero colectivo<\/strong>, donde los clientes pueden agrupar recompensas para objetivos financieros compartidos o causas sociales, fomentando as\u00ed una mayor interacci\u00f3n con su banco.<\/p>\n\n\n\n<p>Dado que los clientes digitales esperan experiencias hiperpersonalizadas y fluidas, los bancos deben tomar medidas inmediatas para transformar sus estrategias de fidelizaci\u00f3n. Las instituciones con visi\u00f3n de futuro ya est\u00e1n integrando IA, aprendizaje autom\u00e1tico y personalizaci\u00f3n din\u00e1mica en sus ecosistemas de recompensas. Quienes se demoren se arriesgan a perder participaci\u00f3n en la cartera frente a competidores m\u00e1s \u00e1giles.<\/p>\n\n\n\n<p>Al centrarse en la fidelizaci\u00f3n, los bancos pueden crear v\u00ednculos emocionales y transaccionales m\u00e1s profundos con los clientes, garantizando una interacci\u00f3n a largo plazo y un crecimiento sostenido de los ingresos.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-wrapper-card-related-capabilities undefined card-related-capability\"><div class=\"cardelatedBgShape\"><\/div><div class=\"container\"><div class=\"contentTitle\"><h2 data-maxlength=\"34\" class=\"capabilities-heading\"><br>Conoce nuestros servicios<\/h2><\/div><div class=\"row\">\n<div class=\"wp-block-cg-blocks-card-related-capabilities col-md-4 gridbox card-block\"><div class=\"box box--1 capblock\"><div class=\"box-img-wrapper\"><div class=\"img-ratio\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/04\/The-metrics-that-matter.jpg?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/04\/The-metrics-that-matter.jpg?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/04\/The-metrics-that-matter.jpg?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><\/div><div class=\"box-inner\"><a class=\"box-title\" aria-label=\"Customer first\" href=\"\/es-es\/servicios\/customer-first\/\" target=\"\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><h3 class=\"card-subtitle\">Customer first<\/h3><\/a><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cg-blocks-card-related-capabilities col-md-4 gridbox card-block\"><div class=\"box box--1 capblock\"><div class=\"box-img-wrapper\"><div class=\"img-ratio\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/12\/Capgemini_Industries_Capital-Markets_Retail-banking-e1638447185800.jpg?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/12\/Capgemini_Industries_Capital-Markets_Retail-banking-e1638447185800.jpg?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/12\/Capgemini_Industries_Capital-Markets_Retail-banking-e1638447185800.jpg?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><\/div><div class=\"box-inner\"><a class=\"box-title\" aria-label=\"Banca retail\" href=\"es-es\/sectores\/banca-y-mercados-de-capital\/banca-comercial-y-retail\/\" target=\"\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><h3 class=\"card-subtitle\">Banca retail<\/h3><\/a><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cg-blocks-card-related-capabilities col-md-4 gridbox card-block\"><div class=\"box box--1 capblock\"><div class=\"box-img-wrapper\"><div class=\"img-ratio\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Industries_Capital-Markets.jpg?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Industries_Capital-Markets.jpg?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/08\/Capgemini_Industries_Capital-Markets.jpg?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><\/div><div class=\"box-inner\"><a class=\"box-title\" aria-label=\"Tarjetas y pagos\" href=\"\/es-es\/sectores\/banca-y-mercados-de-capital\/tarjetas-y-pagos\/\" target=\"\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><h3 class=\"card-subtitle\">Tarjetas y pagos<\/h3><\/a><\/div><\/div><\/div>\n<\/div><\/div><\/section>\n\n\n<section class=\"latest-insights layout-even layout-even-all-purple-cards is-style-default\"><div class=\"container\"><div class=\"insight-title\"><h2 class=\"latest-insight-title\">Informes relacionados<\/h2><\/div><div class=\"layout-two-card cards-normal\">\n                                <div class=\"row align-items-center\"><div class=\"card-image-wrapper\">\n                                <div class=\"card-image\" data-image-url=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/world-retail-banking-report\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/03\/Website-hero-banner-2880x1800-1.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/03\/Website-hero-banner-2880x1800-1.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 1500px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/03\/Website-hero-banner-2880x1800-1.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/03\/Website-hero-banner-2880x1800-1.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 992px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/03\/Website-hero-banner-2880x1800-1.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/03\/Website-hero-banner-2880x1800-1.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 768px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/03\/Website-hero-banner-2880x1800-1.jpg?w=350&#038;quality=70 1x, https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/03\/Website-hero-banner-2880x1800-1.jpg?w=700&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 0)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/uploads\/sites\/16\/2024\/03\/Website-hero-banner-2880x1800-1.jpg\" alt=\"\" style=\"object-position: 50% 50%; object-fit: cover;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n                                <\/div>\n                            <\/div><div class=\"col-12 col-lg-4 d-md-none d-lg-block\"><\/div><div class=\"col-12 col-md-6 col-lg-4\">\n                           <a href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/world-retail-banking-report\/\" aria-label=\"World Retail Banking Report 2025\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-center\">\n                                <div class=\"card-tag\">Report<\/div>\n                                <h3 class=\"card-title\">World Retail Banking Report 2025<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\" class=\"light\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/es-es\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <div class=\"col-12 col-md-6 col-lg-4\">\n                            <a href=\"https:\/\/www.capgemini.com\/es-es\/investigacion\/biblioteca-de-investigacion\/technovision-2025-financial-services\/\" aria-label=\"TechnoVision 2025: Servicios financieros\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-start\">\n                                <div class=\"card-tag\"><\/div>\n                                <h3 class=\"card-title\">TechnoVision 2025: Servicios financieros<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"\" alt=\"\" class=\"light\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"\" alt=\"\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <\/div>\n                    <\/div><div class=\"latest-insights-load-more\"><a class=\"more2\" target=\"\" aria-label=\"Descarga todos nuestros insights sobre banca y mercados de capital about Latest Insights Invent\" href=\"https:\/\/www.capgemini.com\/insights\/research-library\/#industry=banking-capital-markets\">Descarga todos nuestros insights sobre banca y mercados de capital<\/a><\/div><\/div><\/section>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Fidelizando con 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