{"id":16885,"date":"2020-07-20T16:20:22","date_gmt":"2020-07-20T14:20:22","guid":{"rendered":"https:\/\/sendapp.live\/?p=16885"},"modified":"2024-07-22T16:47:13","modified_gmt":"2024-07-22T14:47:13","slug":"la-messagerie-change-lexperience-client-bancaire","status":"publish","type":"post","link":"https:\/\/sendapp.live\/fr\/2020\/07\/20\/la-messaggistica-cambia-lesperienza-del-cliente-bancario\/","title":{"rendered":"La messagerie change l'exp\u00e9rience client bancaire"},"content":{"rendered":"

La messagerie modifie l'exp\u00e9rience client bancaire.<\/p>\n

Fin 2019, Sinch a interrog\u00e9 2 300 consommateurs mondiaux pour comprendre leurs attitudes envers la messagerie et comment ils pr\u00e9f\u00e8rent interagir avec les entreprises en utilisant la messagerie.\u00a0<\/span>\u00a0<\/span><\/p>\n

L'un des constats les plus puissants concerne le secteur bancaire, en particulier, les consommateurs sont ouverts \u00e0 recevoir des messages et des notifications des banques, mais n'ont pas acc\u00e8s \u00e0 ces fonctionnalit\u00e9s ou ne les connaissent pas. La le\u00e7on : Nulle part ailleurs il n'y a de demande refoul\u00e9e pour les capacit\u00e9s de messagerie que dans les services financiers. Il appartient maintenant aux leaders de l'industrie d'exploiter cette lacune.\u00a0<\/span>\u00a0<\/span><\/p>\n

Passons en revue les principaux r\u00e9sultats de la recherche\u00a0:\u00a0<\/span><\/p>\n

1. Les consommateurs sont 35 fois plus susceptibles d'ouvrir les messages mobiles que les e-mails<\/span><\/span><\/h2>\n

Les messages mobiles, m\u00eame ceux scann\u00e9s rapidement \u00e0 partir d'un \u00e9cran d'accueil, sont plus susceptibles de les atteindre que les e-mails, qui peuvent \u00eatre filtr\u00e9s dans des dossiers "promo" ou m\u00eame rel\u00e9gu\u00e9s au spam.\u00a0<\/span><\/span><\/p>\n

2. Je\u00a0Les consommateurs trouvent utile de pouvoir envoyer des messages \u00e0 leur banque<\/span><\/span><\/h2>\n

Pr\u00e8s de 3 sur 4 (70%) d\u00e9clarent qu'ils trouveraient les alertes suspectes des services bancaires mobiles \u00ab tr\u00e8s utiles \u00bb, et 94% affirment que ces types d'alertes seraient au moins quelque peu utiles. Les attitudes \u00e0 l'\u00e9gard des promotions bancaires personnalis\u00e9es diffus\u00e9es par messagerie ont \u00e9t\u00e9 un peu moins enthousiastes mais toujours positives.\u00a0<\/span><\/span>\u00a0<\/span><\/p>\n

Utilitaire de mesure des messages<\/h2>\n

Lequel de ces sc\u00e9narios trouveriez-vous utile\u00a0?<\/h2>\n

\"Graphique<\/p>\n

3.\u00a0Les jeunes consommateurs sont plus ouverts aux messages promotionnels<\/span><\/span><\/h2>\n

Selon les recherches de Sinch, presque tous les clients des banques accueillent favorablement les messages concernant une fraude bancaire potentielle, mais les attitudes \u00e0 l'\u00e9gard des messages promotionnels diff\u00e8rent consid\u00e9rablement d'une g\u00e9n\u00e9ration \u00e0 l'autre. Les baby-boomers sont moins susceptibles d'accueillir ce type d'interactions (seuls 30% disent qu'ils le font), tandis que plus de la moiti\u00e9 des mill\u00e9niaux et de la g\u00e9n\u00e9ration Z disent la m\u00eame chose.<\/span><\/span><\/p>\n

Attitudes de transmission de g\u00e9n\u00e9ration en g\u00e9n\u00e9ration pour le secteur bancaire<\/h2>\n

Lequel de ces sc\u00e9narios est le bienvenu\u00a0?<\/h2>\n

(Afficher uniquement les r\u00e9ponses de "bienvenue" ci-dessous)<\/p>\n

\"Graphique<\/p>\n

4. Je\u00a0les consommateurs veulent plus d'options de messagerie<\/span><\/span><\/h2>\n

La recherche montre un \u00ab\u00e9cart d'opportunit\u00e9s\u00bb clair entre la fa\u00e7on dont les consommateurs utilisent la messagerie aujourd'hui et la fa\u00e7on dont ils aimeraient l'utiliser. Dans le secteur bancaire, le 70% veut que les banques signalent les activit\u00e9s suspectes dans leurs comptes, mais seul le 35% l'obtient aujourd'hui.\u00a0<\/span><\/span>Un r\u00e9cent\u00a0\u00a0<\/span><\/span>Recherche Facebook<\/span><\/span><\/a>\u00a0\u00a0montre que l'enthousiasme des jeunes pour la messagerie exercera une pression suppl\u00e9mentaire sur le secteur bancaire.\u00a0<\/span><\/span>Nous avons constat\u00e9 que 90% des consommateurs de comptes ch\u00e8ques \u00e2g\u00e9s de 18 \u00e0 34 ans se disent \u00e0 l'aise d'interagir avec une banque via une application de messagerie.\u00a0<\/span><\/span>\u00a0<\/span>
<\/span>\u00a0<\/span>
<\/span><\/p>\n

5. Je\u00a0les consommateurs appr\u00e9cient les chatbots comme une alternative efficace<\/span><\/span><\/h2>\n

2 sur 3 qui ont utilis\u00e9 un chatbot rapportent une exp\u00e9rience positive, citant la rapidit\u00e9 et l'efficacit\u00e9 comme raison. La plupart disent que les chatbots sont encore mieux servis qu'un agent humain.\u00a0<\/span><\/span>\u00a0<\/span><\/p>\n

Qu'est-ce que cela signifie pour le secteur bancaire ? Les consommateurs sont pr\u00eats pour plus\u2026 si les institutions financi\u00e8res l'offraient. Parmi les belles opportunit\u00e9s du secteur bancaire :\u00a0<\/span><\/span>\u00a0<\/span><\/p>\n

Rendez-le ind\u00e9pendant du canal<\/span><\/span><\/h2>\n

Certains de vos clients se sentiront \u00e0 l'aise avec la messagerie int\u00e9gr\u00e9e \u00e0 l'application, tandis que d'autres pr\u00e9f\u00e9reront parler \u00e0 une personne r\u00e9elle par t\u00e9l\u00e9phone. La cl\u00e9 est de vous assurer que vous avez le bon canal pour chacun de vos clients, qu'il s'agisse de SMS, MMS, RCS, applications de chat, applications sociales, e-mail ou voix. Tous ces \u00e9l\u00e9ments jouent un r\u00f4le essentiel dans l'exp\u00e9rience num\u00e9rique des clients.\u00a0<\/span><\/span>\u00a0<\/span><\/p>\n

Des interactions en temps r\u00e9el ax\u00e9es sur la s\u00e9curit\u00e9<\/span><\/span><\/h2>\n

Permettez \u00e0 vos clients de d\u00e9finir facilement des d\u00e9clencheurs de notification d'activit\u00e9 hors bilan et inhabituelles. Se souvenir du\u00a0<\/span><\/span>90% des consommateurs \u00e2g\u00e9s de 18 \u00e0 34 ans d\u00e9clarent se sentir<\/span><\/span><\/a>\u00a0\u00a0\u00e0 l'aise d'interagir avec une banque \u00e0 l'aide d'une application de messagerie.<\/span><\/span>\u00a0<\/span><\/p>\n

Il prend en charge les conversations s\u00e9curis\u00e9es<\/span><\/span><\/h2>\n

Donnez aux clients la possibilit\u00e9 de discuter avec des repr\u00e9sentants via l'application bancaire ou d'utiliser un num\u00e9ro de t\u00e9l\u00e9phone v\u00e9rifi\u00e9 via des applications de messagerie, toujours dans un souci de s\u00e9curit\u00e9. Ces interactions bas\u00e9es sur la messagerie sont une option populaire pour les clients, qui ont presque toujours le t\u00e9l\u00e9phone sur eux pour un\u00a0<\/span>\u00e9change de\u00a0<\/span>messages\u00a0<\/span>, mais\u00a0<\/span>\u00a0ils peuvent ne pas \u00eatre en mesure de passer des appels vocaux ou de se connecter via un ordinateur.\u00a0<\/span><\/span>\u00a0<\/span><\/p>\n

Automatisez le service client<\/span><\/span><\/h2>\n

Toutes les questions des clients ne n\u00e9cessitent pas une touche humaine. Pour des interactions plus routini\u00e8res (par exemple, combien de temps ma succursale locale est-elle ouverte\u00a0?), les banques peuvent d\u00e9ployer des chatbots de messagerie ou des puces de r\u00e9ponse de messagerie rich media (il s'agit de scripts pr\u00e9programm\u00e9s et de fonctionnalit\u00e9s interactives fournies automatiquement via la messagerie). Et pour les clients qui ont besoin d'encore plus d'assistance que les conversations automatis\u00e9es peuvent fournir, l'application peut rapidement rediriger le client de la messagerie vers un appel en direct.<\/span><\/span>\u00a0<\/span><\/p>\n

Solutions personnalis\u00e9es<\/span><\/span><\/h2>\n

Un jeune consommateur peut \u00eatre \u00e0 la recherche d'un pr\u00eat pour une voiture d'occasion, tandis qu'un client plus \u00e2g\u00e9 peut demander des conseils en mati\u00e8re de planification de la retraite sur demande. La messagerie peut \u00eatre une partie importante de la conversation, donnant aux banques la possibilit\u00e9 d'initier des conversations d\u00e9clench\u00e9es par la r\u00e9cente \u00e9tape financi\u00e8re d'un client. Par exemple, \u00ab\u00a0J'ai remarqu\u00e9 que vous avez r\u00e9cemment mis en place un d\u00e9p\u00f4t direct sur votre compte d'\u00e9pargne. Souhaitez-vous discuter des options du march\u00e9 mon\u00e9taire pour obtenir un rendement plus \u00e9lev\u00e9 sur ces fonds\u00a0? En utilisant rich media ou RCS, les banques peuvent \u00e9galement proposer des fonctionnalit\u00e9s avanc\u00e9es telles que des notations pour recommander des produits hypoth\u00e9caires sp\u00e9cifiques.<\/span><\/span>\u00a0<\/span><\/p>\n

Informations financi\u00e8res bas\u00e9es sur le push<\/span><\/span><\/h2>\n

Pour les clients qui cherchent \u00e0 se tenir au courant des indicateurs financiers cl\u00e9s ou des nouvelles, concevez des campagnes push adapt\u00e9es \u00e0 l'individu, qu'il s'agisse de nouvelles de derni\u00e8re minute sur des positions d'actions sp\u00e9cifiques dans le portefeuille du client ou de la publication d'indicateurs \u00e9conomiques ayant un impact sur ceux qui approchent de la retraite.\u00a0<\/span><\/span>\u00a0<\/span><\/p>\n

En fin de compte, quel que soit votre \u00e9cosyst\u00e8me de canaux et de capacit\u00e9s, la cl\u00e9 est de s'assurer que les clients font confiance \u00e0 votre institution financi\u00e8re pour prot\u00e9ger leur argent et leurs donn\u00e9es. La personnalisation de la messagerie et des fonctionnalit\u00e9s fait partie de l'\u00e9quation de la confiance, explique Facebook. Il a trouv\u00e9 2 mill\u00e9niaux sur 3 et la g\u00e9n\u00e9ration Z\u00a0\u00a0<\/span><\/span>d\u00e9clare que "se sentir compris"\u00a0<\/span><\/span><\/a>\u00a0de votre fournisseur de services financiers est un important indicateur de confiance.<\/span><\/span>\u00a0<\/span><\/p>","protected":false},"excerpt":{"rendered":"

La messagerie transforme l'exp\u00e9rience client bancaire. Fin 2019, Sinch a interrog\u00e9 2\u00a0300 consommateurs du monde entier afin de comprendre leur attitude envers la messagerie et leurs pr\u00e9f\u00e9rences d'interaction\u2026<\/p>","protected":false},"author":22,"featured_media":16886,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_daim_seo_power":"","_daim_enable_ail":"","footnotes":""},"categories":[884],"tags":[63,32,53,49,833,33,50,46,828,39,25,29,64,125],"class_list":{"0":"post-16885","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-sms","8":"tag-allarme-per-whatsapp","9":"tag-android","10":"tag-archivia-chat-whatsapp","11":"tag-come-inviare-messaggi-che-si-autodistruggono-su-whatsapp-e-possibile-inviare-messaggi-whatsapp-che-si-autodistruggono-dopo-24-ore-utilizzando-funzione","12":"tag-how-to-set-up-auto-reply-for-whatsapp-guide-for-2020","13":"tag-google-chat-lalternativa-gratuita-a-whatsapp","14":"tag-come-archiviare","15":"tag-come-leggere-i-messaggi-eliminati","16":"tag-coronavirus","17":"tag-da-iphone-su-android","18":"tag-whatsapp","19":"tag-whatsapp-transfer","20":"tag-whatsapp-virus","21":"tag-whatsapp-web"},"yoast_head":"\nLa Messaggistica cambia l'esperienza del cliente bancario<\/title>\n<meta name=\"description\" content=\"La Messaggistica cambia l'esperienza del cliente bancario.Alla fine del 2019, Sinch ha intervistato 2.300 consumatori globali...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sendapp.live\/fr\/2020\/07\/20\/la-messagerie-change-lexperience-client-bancaire\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La Messaggistica cambia l'esperienza del cliente bancario\" \/>\n<meta property=\"og:description\" content=\"La Messaggistica cambia l'esperienza del cliente bancario.Alla fine del 2019, Sinch ha intervistato 2.300 consumatori globali...\" \/>\n<meta property=\"og:url\" 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