{"id":41725,"date":"2022-04-30T21:35:29","date_gmt":"2022-04-30T21:35:29","guid":{"rendered":"https:\/\/economiasa.com.br\/?p=41725"},"modified":"2022-04-30T21:35:29","modified_gmt":"2022-04-30T21:35:29","slug":"embedded-finances-investir-em-customer-experience-e-o-novo-caminho-para-bancos","status":"publish","type":"post","link":"https:\/\/economiasa.com.br\/blog\/embedded-finances-investir-em-customer-experience-e-o-novo-caminho-para-bancos\/","title":{"rendered":"Embedded Finances: Investir em Customer Experience \u00e9 o novo caminho para bancos"},"content":{"rendered":"

POR: NR7\u00a0<\/strong><\/p>\n

A expectativa dos consumidores por uma melhor experi\u00eancia quando s\u00e3o atendidos \u00e9 algo que vem transformando diversos setores, inclusive os financeiros. Uma pesquisa da Talkdesk, l\u00edder global em Customer Experience (CX), 90% dos profissionais de servi\u00e7os financeiros concordam que as expectativas dos clientes s\u00e3o maiores do que eram h\u00e1 um ano.<\/p>\n

Com o aumento dessa expectativa, a pesquisa aponta que 63% dos clientes concordam que uma \u00fanica experi\u00eancia ruim j\u00e1 \u00e9 suficiente para afetar negativamente sua fidelidade a um banco ou institui\u00e7\u00e3o financeira. Em contrapartida, os bancos est\u00e3o buscando implementar novas tecnologias e modelos, como o de Embedded Finances (finan\u00e7as embutidas).<\/p>\n

De acordo com dados da Juniper Research, o Embedded Finances exceder\u00e1 US\uff04138bi em 2026, mais do que triplicando os US\uff0443bi de 2021. Neste modelo, um neg\u00f3cio n\u00e3o financeiro, como uma loja de m\u00f3veis, um restaurante ou um servi\u00e7o de entregas podem tamb\u00e9m oferecer servi\u00e7os de empr\u00e9stimos, processamento de pagamentos e seguros junto aos bancos. Essa op\u00e7\u00e3o oferece aos consumidores novas possibilidades de financiar suas necessidades sem precisar solicitar cr\u00e9dito. Em vez disso, o cr\u00e9dito pode ser oferecido diretamente pelo varejista.<\/p>\n

Mas, para aderir ao Embedded Finances n\u00e3o basta apenas come\u00e7ar a oferecer novos servi\u00e7os com solu\u00e7\u00f5es de cr\u00e9dito para os clientes. \u201cPara o Vice-Presidente de Vendas da Talkdesk, Paulo Manzato, os clientes de bancos, principalmente os antigos, t\u00eam a expectativa de que sua institui\u00e7\u00e3o financeira conhe\u00e7a suas prefer\u00eancias e necessidades e as atenda de forma proativa. Muitos, no entanto, est\u00e3o frustrados porque sentem que seu banco est\u00e1 sempre tentando vender algo a eles, em vez de agir como um consultor cuidando de seu bem-estar financeiro\u201d, aponta.<\/p>\n

O Embedded Finances demanda que bancos invistam em Customer Experience (CX), com recursos de Intelig\u00eancia Artificial, o que tornaria a institui\u00e7\u00e3o financeira capaz de reunir dados de seus clientes e mostrar quais servi\u00e7os eles mais precisam. Para isso, \u00e9 necess\u00e1rio buscar formas de reunir essas informa\u00e7\u00f5es em um \u00fanico canal. Uma pesquisa aponta que, atualmente, 67% dos clientes de institui\u00e7\u00f5es financeiras transitam entre diferentes canais de atendimento enquanto utilizam um servi\u00e7o.<\/p>\n

Para Paulo Manzato, \u201co segredo para tornar esse novo modelo poss\u00edvel \u00e9 transformar os canais de atendimento em um \u00fanico Contact Center equipado com Intelig\u00eancia Artificial, o que permite que bancos coletem dados valiosos sobre as prefer\u00eancias dos clientes, contribuindo para que ofere\u00e7am proativamente produtos e servi\u00e7os personalizados, atuando como um consultor e parceiro que apoia o bem-estar financeiro do cliente\u201d, conclui Paulo.<\/p>\n","protected":false},"excerpt":{"rendered":"

POR: NR7\u00a0 A expectativa dos consumidores por uma melhor experi\u00eancia quando s\u00e3o atendidos \u00e9 algo que vem transformando diversos setores, inclusive os…<\/p>\n","protected":false},"author":2,"featured_media":41726,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2160],"tags":[10701],"ppma_author":[13249],"class_list":{"0":"post-41725","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-financas","8":"tag-investir-em-customer-experience"},"yoast_head":"\nEmbedded Finances: Investir em Customer Experience \u00e9 o novo caminho para bancos - Economia S\/A<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/economiasa.com.br\/blog\/embedded-finances-investir-em-customer-experience-e-o-novo-caminho-para-bancos\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Embedded Finances: Investir em Customer Experience \u00e9 o novo caminho para bancos - 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