{"id":10121,"date":"2020-10-12T11:00:00","date_gmt":"2020-10-12T14:00:00","guid":{"rendered":"https:\/\/evertectrends.dev.creativetm.co\/?p=10121"},"modified":"2024-07-04T09:30:35","modified_gmt":"2024-07-04T12:30:35","slug":"alfabetizacao-digital","status":"publish","type":"post","link":"https:\/\/evertectrends.dev.creativetm.co\/pt-br\/alfabetizacao-digital\/","title":{"rendered":"O papel dos bancos na alfabetiza\u00e7\u00e3o digital dos clientes"},"content":{"rendered":"\n

Quando o assunto \u00e9 inclus\u00e3o financeira, existem milhares de pessoas invis\u00edveis no pa\u00eds. Trata-se de um grande contingente populacional que ainda n\u00e3o possui conta banc\u00e1ria, nem faz uso de servi\u00e7os financeiros, como cart\u00f5es de cr\u00e9dito e similares.<\/p>\n

Com a chegada da pandemia<\/a><\/span>, essa situa\u00e7\u00e3o se tornou ainda mais not\u00e1vel. O pagamento do Aux\u00edlio Emergencial pela Caixa Econ\u00f4mica Federal, por exemplo, colocou os holofotes sobre milhares de pessoas desconhecidas pelos bancos.<\/p>\n

Nesse artigo vamos falar sobre o papel dos bancos no processo de alfabetiza\u00e7\u00e3o digital<\/strong>, que corresponde \u00e0s medidas tomadas pelos bancos para atingir aqueles que ainda n\u00e3o utilizam servi\u00e7os banc\u00e1rios.<\/p>\n

A import\u00e2ncia dos bancos para a bancariza\u00e7\u00e3o<\/h2>\n

Os bancos est\u00e3o assumindo um papel de protagonismo no contexto da inclus\u00e3o de novos consumidores<\/a><\/span>, at\u00e9 ent\u00e3o invis\u00edveis. Esse movimento se deve, em grande parte, aos efeitos gerados pela pandemia do COVID-19.<\/p>\n

Nesse cen\u00e1rio de desafios financeiros, os bancos come\u00e7aram a se reinventar, para atender aos clientes j\u00e1 existentes e educar os novos, adquiridos durante os \u00faltimos meses. A alfabetiza\u00e7\u00e3o digital<\/strong> \u00e9 um dos grandes desafios para essas institui\u00e7\u00f5es.<\/p>\n

Um dos principais exemplos \u00e9 a Caixa Econ\u00f4mica, que registrou o maior \u00edndice de bancariza\u00e7\u00e3o<\/a><\/span> em compara\u00e7\u00e3o aos demais players do mercado. Por tr\u00e1s do resultado est\u00e1 o pagamento do Aux\u00edlio Emergencial, liberado pelo governo.<\/p>\n

Interessante notar que do total de 64 milh\u00f5es de pessoas aprovadas para receber as parcelas do aux\u00edlio, apenas 3 milh\u00f5es possu\u00edam conta banc\u00e1ria. Como medida para lidar com o volume de benefici\u00e1rios, a Caixa lan\u00e7ou uma poupan\u00e7a digital.<\/p>\n

Com a medida, os desbancarizados<\/a><\/span> passaram a usar uma conta digital, gratuita, que permite a movimenta\u00e7\u00e3o de valores \u2013 transfer\u00eancia, pagamento de boleto, cart\u00e3o de d\u00e9bito virtual \u2013 e saque de recursos.<\/p>\n

Diante desse cen\u00e1rio de digitaliza\u00e7\u00e3o financeira<\/a>, o n\u00famero de desbancarizados no Brasil diminuiu em 73% nos \u00faltimos meses, como reflexo direto das medidas de isolamento social para conter a pandemia da Covid-19, segundo estudo realizado pela Americas Market Intelligence em parceria com a Mastercard.<\/p>\n

O papel social dos bancos nesse processo<\/h2>\n

Para realizar a alfabetiza\u00e7\u00e3o digital<\/strong>, os bancos est\u00e3o aceitando cada vez mais o papel social que desempenham. Mais do que oferecer servi\u00e7os, essas institui\u00e7\u00f5es come\u00e7am a questionar o impacto que podem gerar sobre o mercado e na vida das pessoas.<\/p>\n

Por isso mesmo, durante o processo de integra\u00e7\u00e3o de novos clientes, as institui\u00e7\u00f5es est\u00e3o implementando mecanismos que permitam melhorar a experi\u00eancia do usu\u00e1rio<\/a><\/span> e intensificar a seguran\u00e7a.<\/p>\n

Com o crescimento da demanda por servi\u00e7os banc\u00e1rios, cresce tamb\u00e9m o risco de fraudes, como por exemplo a fraude de documentos<\/a><\/span>. \u00c9 preciso pensar na seguran\u00e7a para a institui\u00e7\u00e3o e para o cliente, com rela\u00e7\u00e3o aos seus dados sens\u00edveis.<\/p>\n

Muitos s\u00e3o os recursos que podem ser usados pelos bancos para garantir que a alfabetiza\u00e7\u00e3o digital<\/strong> seja perfeita. Entre eles vale a pena mencionar a intelig\u00eancia artificial, biometria facial e presencial, senha rand\u00f4mica e similares.<\/p>\n

O que explica o grande n\u00famero de desbancarizados<\/h2>\n

Quando analisamos o processo de alfabetiza\u00e7\u00e3o digital<\/strong>, uma das d\u00favidas que surgem diz respeito ao grande n\u00famero de pessoas fora do sistema banc\u00e1rio. A falta de recursos financeiros, por si s\u00f3, n\u00e3o parece ser o maior fator associado.<\/p>\n

De acordo com o perfil das pessoas sem conta banc\u00e1ria<\/a><\/span>, percebe-se que esse \u00e9 um p\u00fablico que avalia muitos fatores antes de se comprometer com um servi\u00e7o. Eles avaliam as taxas, a anuidade, a espera nas filas, a burocracia.<\/p>\n

Por isso mesmo, o processo de alfabetiza\u00e7\u00e3o digital<\/strong> passa, necessariamente, pela melhoria da experi\u00eancia do cliente. Existem muitos bancos competindo pela aten\u00e7\u00e3o dos consumidores desbancarizados, oferecendo diversas solu\u00e7\u00f5es.<\/p>\n

Uma das principais estrat\u00e9gias para alcan\u00e7ar cada vez mais clientes e romper com as barreiras existentes \u00e9 aproveitar os recursos tecnol\u00f3gicos. \u00c9 o que a Caixa fez com a conta digital e as fintechs<\/span> est\u00e3o fazendo desde o seu surgimento.<\/p>\n

Em outras palavras, para atrair os desbancarizados \u00e9 preciso fazer diferente, adotando estrat\u00e9gias que ainda n\u00e3o foram pensadas pelos bancos tradicionais. Essa \u00e9 a chave para expandir a carta de clientes, aproveitando as tecnologias existentes para inovar, atrair e incluir esse p\u00fablico no Sistema Financeiro.<\/p>\n

Gostou desse conte\u00fado? Assine nossa\u00a0newsletter<\/a><\/span>\u00a0e receba semanalmente em seu e-mail novidades da era da Transforma\u00e7\u00e3o Digital!<\/p>\n","protected":false},"excerpt":{"rendered":"

A inclus\u00e3o financeira se tornou ainda mais not\u00e1vel com a pandemia. Entenda neste artigo o papel dos bancos na alfabetiza\u00e7\u00e3o digital dos clientes e entenda melhor esse processo.<\/p>\n","protected":false},"author":9,"featured_media":10122,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[998],"tags":[132,36,8],"class_list":["post-10121","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-e-trends","tag-digitalizacao","tag-experiencia-do-cliente","tag-tecnologia"],"yoast_head":"\nO papel dos bancos na alfabetiza\u00e7\u00e3o digital dos clientes - Evertec Trends<\/title>\n<meta name=\"description\" content=\"A inclus\u00e3o financeira se tornou ainda mais not\u00e1vel com a pandemia. 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