El prestigioso periódico inglés señala en un artículo del 7 de Noviembre que precisamente en estos momentos de consolidación en el mercado financiero, las empresas del sector no deben cometer el error de reducir su inversión en investigación de mercados.
Esto incluye fundamentalmente el conocimiento profundo de los usuarios finales, su comportamiento y sus experiencias online, la usabilidad y accesibilidad de sus sites, así como la correcta integración de su comunicación y trato multicanal con los clientes.
A continuación destacamos las acciones que recomiendan hacer:
“So, what can be done speedily and cost effectively during these challenging times? We recommend the following:
● First, do not cut back on research. Regular research will allow you to build a better picture of your consumer and understand their expectations of your service. Research also gains trust through demonstrating how their input has improved plans and customer service. Digital research is relatively easy, quick to carry out and cost-effective.
● Carry out research on your website’s usability, functionality, supporting logistics and customer service.
● Follow your customer throughout their journey by testing your site, asking for feedback and taking into account what their personal experience is of your service. At eDigitalResearch, we have witnessed a notable increase in financial institutions wishing to understand their online customers, as well as evaluating their online behaviours. What they often don’t understand is that these are two very different things.
● Ensure that your website is a seamless part of your business. If any other part of the business (call centres, high street outlets) contradict the messages given on your website, customers will be left disillusioned. Our research has highlighted that financial institutions are poor at multi-channel communications. It is vital that multi-channel communications are succinct and accurate.
● Follow-up communication is key. Don’t just provide a customer with a loan, contact them once their application has been fulfilled and ask them how the service was for them and what can be done to improve it. How can you improve a service without knowing where it could be better?
● It goes without saying that all websites need to comply with all regulations and meet accessibility standards, as well as passing many strict security audits.
● I strongly believe that an integrated approach to research through the use of online polls, panel surveys and rating systems can help financiers to better engage with their online customers.”
