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Power customer-led experiences at scale that transform your digital channels into an interactive and immersive destination
Accelerate your time to market with the most advanced suite of experience templates that map to your KPIs
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Experience architecture & design to scale
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MEXICO (Sept. 01, 2021) —
One-in-ten Mexican consumers (10.0%) describe the feeling when brands repeatedly request their personal data as just as painful as ‘having a tooth removed’, while 40.8% liken the feeling to a ‘bout of indigestion’, according to new research from customer experience specialists, Flybits.
According to the data – consumer concerns about privacy are being compounded by the volume of unsolicited content which is either irrelevant or of little interest to them. Over half of respondents (52.2%) admit to being either ‘very interested’ in the idea of ad blockers or having already installed them on the devices.
Federico De Simoni, Flybits’ Regional Director for Latin America, explains that the data reveals one-half of what he describes as Mexico’s ‘digital tension’.
“On one hand, consumers are rightly anxious to maintain their privacy and are unlikely to trust brands which disregard it. On the other, if the content is perceived to be relevant and personalized, the opportunity clearly exists for brands to build relationships. According to the same research, 69.0% of Mexican consumers, for instance, remain completely open to receiving information on financial products and services from their bank, and 61.4% on deals and discounts on other brands,” says Federico.
“This is the essence of ‘digital tension’; Mexican consumers are open to receiving timely, relevant content – even if it’s unsolicited – but remain extremely guarded about the data they share. In effect, precisely the type of data that would make such personalised content possible! This is a very real dilemma facing brands looking to build deeper relationships with their clients, and it’s particularly an issue within the financial services sector,” he adds.
According to the research, the biggest single issue with current mobile banking applications is that they remain essentially transactional; 29.8% respondents never consider them for anything beyond simply moving money or checking their accounts. For 15.8% of respondents, their mobile app currently ‘never provides information of relevance or interest’.
“The opportunity to establish a profound and long term relationship with customers is currently being missed. Our data reveals, for instance, that only around a quarter of Mexicans (25.6%) consider that their bank currently sends them pertinent, interesting online content. This compares to nearly 40% (39.6%) for entertainment services such as Netflix and Amazon Prime, for instance.
For service so essential and personal as banking, mobile offers the potential to engage in a far more meaningful, personal way. But unless the issue of ‘digital tension’ is addressed – and consumers feel comfortable and in full control of their data – this potential will never be realized.”
Federico was speaking following the launch of Flybits’ Mexico office, from where the company will extend operations across Latin America.
“Digital tension remains the marketing industry’s great ‘taboo’; consumers are becoming increasingly resistant to indiscriminate, unsolicited content, and equally reluctant to share their personal data. Brands – particularly in the financial services sector who address (rather than ignore) this paradox, will be far better placed than those who remain in denial,” concludes Federico.
Flybits works with banks to deliver genuinely relevant, personalized experiences to their customers, through a contextual engagement platform that delivers data-driven, personalized recommendations and advice to customers via the web or mobile app. Through this process, customers also gain full control of the use of their data, deciding whether, when, and how to share it, for what type of return.
SPANISH RELEASE
MÉXICO, 06 de septiembre de 2021 –
Uno de cada 10 consumidores en México (10.0%) describe la sensación cuando las marcas solicitan repetidamente sus datos personales tan dolorosos como “la extracción de un diente”, mientras que 40.8% compara la sensación con una “indigestión”, según revela una nueva investigación de los especialistas en experiencia del cliente, Flybits.
De acuerdo a los datos – las preocupaciones de los consumidores sobre la privacidad se verán agravadas por el volumen de contenido no solicitado que es irrelevante o de poco interés para ellos. Más de la mitad de los encuestados (52.2%) admiten estar “muy interesados” en la idea de los bloqueadores de anuncios o ya los han instalado en sus dispositivos móviles.
Federico De Simoni, Director Regional para Latinoamérica de Flybits, explica que estos datos revelan la mitad de lo que él describe como la “tensión digital” de México.
“Por un lado, los consumidores están ansiosos por mantener su privacidad y es poco probable que confíen en las marcas que la ignoran. Por otro lado, si el contenido se percibe como relevante y personalizado, claramente existe la oportunidad para que las marcas construyan relaciones. De acuerdo con este mismo estudio, 69.0% de los consumidores mexicanos, por ejemplo, permanecen completamente abiertos a recibir información sobre productos y servicios financieros de su banco, y sobre el 61.4% sobre ofertas y descuentos en otras marcas”, señala Federico.
Esta es la esencia de la “tensión digital”; los consumidores en México están abiertos a recibir contenido relevante y oportuno, incluso sin solicitarlo, pero siguen siendo, en extremo, cautelosos con respecto a los datos que comparten. ¡Precisamente el tipo de datos que harían posible un contenido tan personalizado! Este es un dilema muy real al que se enfrentan las organizaciones que buscan construir relaciones más profundas con sus clientes; y es particularmente un problema dentro del sector de servicios financieros”, agrega.
Según la investigación, el mayor problema de las aplicaciones bancarias móviles actuales es que siguen siendo esencialmente transaccionales; 29.8% de los encuestados nunca las considera para nada más que simplemente mover dinero o verificar sus cuentas. Para el 15.8%, su aplicación móvil actualmente “nunca proporciona información de relevancia o interés”.
“Actualmente se está perdiendo la oportunidad de establecer una relación profunda y a largo plazo con los clientes. Nuestros datos revelan, por ejemplo, que únicamente alrededor de una cuarta parte de los mexicanos (25.6%) considera que su banco actualmente les envía contenido en línea pertinente e interesante. Esto se compara con casi el 40% (39.6%) de servicios de entretenimiento como Netflix and Amazon Prime, por ejemplo.
Para un servicio tan esencial y personal como la banca, los dispositivos móviles ofrecen el potencial de participar de una manera mucho más significativa y personal. Pero a menos que se aborde el problema de la ‘tensión digital’, y los consumidores se sientan cómodos y tengan el control total de sus datos, este potencial nunca se hará realidad “.
Federico de Simoni habló luego del lanzamiento de la oficina de Flybits en México, desde donde la compañía extenderá sus operaciones en América Latina.
“La tensión digital sigue siendo el gran ‘tabú’ de la industria del marketing; los consumidores son cada vez más resistentes al contenido indiscriminado y no solicitado, y son igualmente reacios a compartir sus datos personales. Las marcas, particularmente en el sector de servicios financieros que abordan (en lugar de ignorar) esta paradoja, estarán mucho mejor ubicadas que aquellas que permanecen en la negación”, concluye Federico.
Flybits trabaja con los bancos para ofrecer experiencias personalizadas y realmente relevantes a sus clientes, a través de una plataforma de participación contextual que ofrece recomendaciones y consejos personalizados basados en datos a los clientes a través de la web o una aplicación móvil. A través de este proceso, los usuarios también obtienen el control total del uso de sus datos, decidiendo cuándo y cómo compartirlos, para qué tipo de devolución.
Ali Rahnema
Chief Corporate & Communications Officer, Flybits
Email: ali.rahnema@flybits.com
About Flybits
We enable enterprises to create and deepen customer engagement by delivering personalized, context-relevant experiences and engagement. Core to this is our expertise and deep IP in orchestrating and augmenting customer data with other datasets without privacy, interoperability or data movement concerns and complexities. The company was founded in 2013 with the core belief that data is the new asset class and trust is the currency.
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