After the crisis of 2008, public confidence in banks fell on the floor, and the financial world had to make a radical change in the way things were done . For its part, we have also witnessed the boom in circular economy services and shared products (Uber, Air BnB, Wallapop …) that use online platforms and mobile applications as the basis for their operation.
In this context, the confluence of the financial and technological sectors has given rise to the Fintech concept , which refers to an emerging industry that uses technological solutions to cover the financial needs of the public. And with that they have marked the way to the big banks, some of which already had consulting applications, but now incorporate online investment services, cryptocurrencies, automation in insurance, trade and risk management …
In recent article that the younger generation of consumers of financial services, millennials , blindly rely on technology , because it is constantly present in their day to day. For this reason, financial institutions with technological solutions are perceived as more reliable and closer than those that do not.
But the inclusion of new technologies should not be free, but must be done with meaning. Deidre H. Campbell describes the five main ways in which financial services organizations can build trust :
- Transparency in the cost and commissions of services
- Anticipate technological changes
- Prioritize human interaction
- Demonstrate experience and confidence
- Content built on existing relationships
In any case, the banking sector was one of the first to adopt new technologies in their business processes. Proof of this are ATMs , which in addition to offering the customer a faster and simpler operation, also served over time as a digital signage platform , with the inclusion of informative and commercial messages on their screens. In this simple, the tortilla was made before breaking the eggs, because the traditional digital signage would reach the banks later. The screens and videowalls in areas of customer passage have served to improve the experience of the same in the branch, achieving that balance between technology and experience demanded by customers. It is simply applying what is already being done in other sectors such as entertainment . We see how this balance has been achieved.
Transparency in the relationship
In the branches, the clients do not give their money without more, nor trust that it will be attended as soon as possible just because a cardboard sign says it. They want to know exactly where their capital goes, what services they will receive and how much it will really cost them. In these cases, digital signage is presented as a solution to the problem of communication with the financial institution.
Information on demand
Additional details can also be provided through the screens by providing a short URL or a QR code that takes people to a dedicated web page or online form. Interactive touch screens and kiosks can be used to browse articles or databases, which the public can consume in their waiting time , in their own way.
Digital signage screens should be perceived by customers as an extension of their mobile phones, within the branch. A good display of digital signage, with useful and quality content , is presented as the perfect tool to move customers away from the private world of your smartphone, where the bank has no control, and bring them closer to the information space of the financial institution . Thanks to the screens and videowalls , the institutions will be able to inform and impact their clients commercially with concrete messages and calls to action.
The use of interactive maps is another way of providing customers with a more efficient and attractive way to orient themselves and move around the facilities of the entity , as is already done in other public spaces . The public already uses mobile applications to find a new restaurant or a fashion establishment, so providing them with something similar in their branch will be very familiar, which gives them the close experience they are looking for. Touch screens with maps and routes, combined with a directory divided into different sections (staff, departments, services, etc.), allow people to choose what they need and then provide them with useful information to facilitate their visit.