{"id":235698,"date":"2026-02-16T13:17:56","date_gmt":"2026-02-16T12:17:56","guid":{"rendered":"https:\/\/ipmark.com\/?p=235698"},"modified":"2026-02-16T14:58:37","modified_gmt":"2026-02-16T13:58:37","slug":"los-usuarios-reclaman-mas-humanos-menos-chatbots-en-sus-bancos","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=235698","title":{"rendered":"Los usuarios reclaman m\u00e1s humanos y menos chatbots en sus bancos"},"content":{"rendered":"

Ante una era marcada por la inteligencia artificial y la mensajer\u00eda instant\u00e1nea, el factor humano pesa en la relaci\u00f3n del cliente con el banco y son los asesores, gestores y cajeros los que concentran el 11,5% de las menciones en redes sociales por parte de los usuarios.<\/strong><\/p>\n

As\u00ed lo refleja el informe\u00a0\u00a0\u2018Banca 2026\u2019<\/strong>, elaborado por Onclusive<\/strong>, compa\u00f1\u00eda especializada en inteligencia de medios. Les siguen los tipos de inter\u00e9s<\/strong> (10%) y las comisiones y cargos<\/strong> (7,2%), lo que apunta a que la experiencia cotidiana y el coste de los servicios contin\u00faan marcando el debate.<\/p>\n

El informe tambi\u00e9n analiza las conversaciones relacionadas con productos y servicios bancarios<\/strong>. En este apartado, las apps<\/strong> encabezan la lista (13,9%), por delante de las tarjetas de cr\u00e9dito<\/strong> (10,6%), los pr\u00e9stamos<\/strong> (9%) y las criptomonedas<\/strong> (7,6%). Los datos apuntan a que los usuarios ponen el foco en los canales de relaci\u00f3n<\/strong> \u2014especialmente los digitales\u2014 y en la atenci\u00f3n que reciben en ese contacto.<\/p>\n

\u00a0Seg\u00fan el an\u00e1lisis, los temas que m\u00e1s inter\u00e9s generan en el \u00e1mbito bancario son blockchain<\/strong> <\/em>(7,8%), banca ecol\u00f3gica y sostenible<\/strong> (6,8%) y stablecoins<\/strong><\/em> (6,6%), cuestiones m\u00e1s estrat\u00e9gicas y orientadas al futuro que no siempre conectan con las inquietudes del consumidor.<\/p>\n

En el caso del blockchain<\/strong>, la conversaci\u00f3n se centra en su potencial para transformar los pagos, la tokenizaci\u00f3n y las finanzas descentralizadas, a menudo cruzada por debates sobre regulaci\u00f3n y privacidad. La banca sostenible<\/strong> aparece impulsada por la demanda de financiaci\u00f3n verde y productos alineados con movimientos como los ODS, en un terreno con fuerte carga pol\u00edtica. Y las stablecoins<\/strong><\/em> se perciben como una posible alternativa para pagos cotidianos y como competencia para la banca tradicional, lo que alimenta discusiones sobre dep\u00f3sitos, rendimientos y marcos regulatorios.<\/p>\n

Rafael S\u00e1nchez<\/strong>, head of sales<\/em> de Onclusive<\/strong>, resume el desajuste que refleja el informe: \u201cEl bancario es de los sectores m\u00e1s punteros en la implantaci\u00f3n de innovaciones y tecnolog\u00eda<\/strong>, pero se encuentra con un cliente que va m\u00e1s despacio y que le preocupan temas m\u00e1s mundanos\u201d. En su opini\u00f3n, uno de los puntos de fricci\u00f3n es la atenci\u00f3n automatizada: \u201cAl usuario final le preocupa tener que tratar con un chatbot y no con una persona de carne y hueso.<\/strong> Eso frustra la experiencia bancaria\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"

Seg\u00fan un informe de Onclusive, los asesores, gestores y cajeros son los que concentran el 11,5% de las menciones en redes sociales.<\/p>\n","protected":false},"author":10966,"featured_media":235705,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[6524,2226,147,50],"class_list":["post-235698","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-ia","tag-marcas","tag-redes-sociales","tag-tecnologia"],"acf":[],"yoast_head":"\nLos usuarios reclaman menos chatbots en sus bancos<\/title>\n<meta name=\"description\" content=\"Seg\u00fan un informe de Onclusive, los asesores, gestores y cajeros son los que concentran el 11,5% de las menciones en redes sociales.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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