Propuesta de implementación de metodologías ágiles para optimizar el servicio al cliente en la banca digital
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Date
2025-05-08
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Universidad Tecnológica Centroamericana UNITEC
Abstract
La banca en línea ha evolucionado significativamente, transformando la interacción entre el cliente y el banco hacia un modelo más conveniente y accesible. No obstante, los servicios de atención al cliente no han logrado adaptarse a la misma velocidad, lo que se manifiesta en una respuesta lenta y a menudo insatisfactoria en el soporte al cliente. En un entorno marcado por la necesidad de adaptación impulsada por la pandemia y una competencia intensificada por la emergencia de los neobancos, el sector financiero enfrenta el desafío de evolucionar rápidamente. La investigación que proponemos tiene como objetivo principal desarrollar un modelo de gestión de proyectos que emplee metodologías ágiles, específicamente diseñado para mejorar la atención al cliente en la banca digital. Este enfoque se basa en la creciente digitalización de los usuarios y busca responder eficazmente a las demandas del mercado en constante cambio. A través de nuestra investigación, exploraremos cómo las prácticas ágiles pueden mejorar la eficiencia operativa y la satisfacción del cliente, proporcionando al mismo tiempo una flexibilidad que permita adaptarse rápidamente a las nuevas tendencias del mercado. Además, examinaremos el impacto de estas mejoras en la retención y captación de clientes, elementos cruciales para el crecimiento sostenido en el competitivo sector bancario. Este estudio no solo aportará una solución práctica a los problemas actuales de atención al cliente en la banca digital, sino que también ofrecerá una base teórica y metodológica para futuras investigaciones y desarrollos en el área de la gestión de proyectos y la innovación en servicios financieros.
Online banking has evolved significantly, transforming client-bank interactions towards a model that emphasizes convenience and constant availability. However, customer service has not kept pace with these innovations, resulting in slow and often unsatisfactory support responses. In an environment driven by the need to adapt due to the pandemic and intensified competition from neobanks, the financial sector faces the challenge of rapid evolution. Our proposed research aims to develop a project management model that utilizes agile methodologies, specifically designed to enhance customer service in digital banking. This approach leverages the increasing digitalization of users and seeks to effectively respond to the ever-changing market demands. Through our research, we will explore how agile practices can improve operational efficiency and customer satisfaction, while also providing the flexibility to swiftly adapt to new market trends. Additionally, we will examine the impact of these improvements on customer retention and acquisition, crucial elements for sustained growth in the competitive banking sector. This study will not only provide a practical solution to current customer service issues in digital banking but will also offer a theoretical and methodological foundation for future research and developments in the field of project management and financial services innovation.
Online banking has evolved significantly, transforming client-bank interactions towards a model that emphasizes convenience and constant availability. However, customer service has not kept pace with these innovations, resulting in slow and often unsatisfactory support responses. In an environment driven by the need to adapt due to the pandemic and intensified competition from neobanks, the financial sector faces the challenge of rapid evolution. Our proposed research aims to develop a project management model that utilizes agile methodologies, specifically designed to enhance customer service in digital banking. This approach leverages the increasing digitalization of users and seeks to effectively respond to the ever-changing market demands. Through our research, we will explore how agile practices can improve operational efficiency and customer satisfaction, while also providing the flexibility to swiftly adapt to new market trends. Additionally, we will examine the impact of these improvements on customer retention and acquisition, crucial elements for sustained growth in the competitive banking sector. This study will not only provide a practical solution to current customer service issues in digital banking but will also offer a theoretical and methodological foundation for future research and developments in the field of project management and financial services innovation.
Keywords
Atención al cliente, Calidad de respuesta, Tiempo de respuesta