Creación de un plan para aumentar los índices de adopción digital en los canales de una institución financiera
Creating a plan to increase digital adoption rates in a financial institution’s channels
Abstract (en)
There is a worldwide trend towards digitization of services, being the financial sector one of those that is undergoing major transformations. In this sense, the rise of fintech has contributed, largely, to the evolution of solutions that can be provided through the use of a cell phone, which is essential to ensure the permanence in the market in a few years. In this order of ideas, mobile banking becomes a necessity and not a choice. This paper offers a solution that promotes the adoption of technological developments and changes implemented in the financial institution Banco Amigo. To do so, in the first place, a research is conducted through surveys and an analytical model to identify the barriers and limitations of clients who do not use digital channels. The second part focuses on the creation of strategies to support clients to adopt the use of these channels, in order to increase the percentage of users who enter and make their transactions by these means. Therefore, the handling of cash is reduced and all the transactional knowledge of clients is available to monitor their operations and proactively prevent fraud, thus increasing the bank's security and, consequently, improving user satisfaction. Moreover, it contributes to the reduction of money laundering and tax evasion, as well as the preservation of the environment.
Abstract (es)
Hay una tendencia mundial a la digitalización de servicios, donde el sector financiero es uno de los que está teniendo mayores transformaciones. El surgimiento de las fintech ha aportado, en gran medida, a la evolución de las soluciones que pueden brindarse mediante el uso de un celular, lo que resulta imprescindible para garantizar la permanencia en el mercado en unos años. En este orden de ideas, la banca móvil se convierte en una necesidad y no en una elección. Este trabajo ofrece una solución que impulsa la adopción de los desarrollos y cambios tecnológicos implementados en la entidad financiera Banco Amigo. Para ello, en primera instancia, se realiza una investigación a través de encuestas y de un modelo analítico para identificar las barreras y limitaciones de los clientes que no hacen uso de los canales digitales. La segunda parte se enfoca en la creación de estrategias en pro de acompañar a los clientes para que adopten el uso de estos canales, con el fin de aumentar el porcentaje de usuarios que ingresan y hacen sus transacciones por estos medios.
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