A recent study by Frost & Sullivan, at the request of Infobip, highlights that, on average, four out of 10 banking institutions in Latin America actively use cloud solutions to enhance their customer service strategies. Thus, 21% of the institutions in the region already use automated virtual assistants and chatbots with AI, while in USA only 13% make use of these tools.
The study entitled “Improving the customer communication experience” was carried out through the participation of 195 financial institutions located in USA Y Latin America: Argentina, Brazil, Colombia, Mexico, Peru; and seeks to highlight the importance of knowing how to stand out from the rest by offering experiences that satisfy and retain current, potential and future clients in the financial sector.
In financial customer service, Latin America is heading towards a scenario in which digital is becoming increasingly important. Today, combining the physical and the virtual in order to attract, satisfy and retain all generations will be key for the sector.
In this sense, hybrid attention is essential for user retention strategies. Currently, 25% of global customer interactions are assisted by live agents or chat applications. On average, Latin America makes a lower percentage use of physical assistants, only 27% compared to 64% in the US.
Fitch:
On the contrary, the Latin American figures regarding the use of chat applications and virtual or automated assistants to interact with users are considerably higher than in the rest of the world, 31%; while the use of telephone virtual assistants, and IVR (interactive voice response), reaches 22%. In fact, in Mexico and Brazil, chat applications, such as WhatsApp, are even more used than physical agents to assist bank customers, being 41% and 34% respectively.
However, physical assistants are not destined to disappear. Because of their expertise in handling certain more complex support cases, they are indispensable. However, predictions regarding the care of future interactions with customers in Latin America indicate that 32% of communications will be carried out through chat applications, 26% through automated virtual assistants and AI chatbots and only 23% by physical agents.
Source: Larepublica
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