Onlajn doživljaj kupaca - implikacije na digitalno bankarstvo

Abstract

Banke će se u narednom periodu susretati sa velikim izazovima. Neki od izazova su nedostatak diferencijacije, nelojalni kupci, novi netradicionalni konkurenti, uvećanje interakcija i očekivanja od digitalnih kanala. Mnoge konsultantske kuće, ali i akademska zajednica predlažu rešenje u vidu primene koncepta upravljanja doživljajem kupaca. Kao što istraživanja pokazuju veliki broj izazova dolazi iz onlajn okruženja, pa je neophodno da banke obezbede izuzetnost u onlajn okruženju primenom koncepta onlajn doživljaja kupaca. Kako bi se stvorio doživljaj, na bankama je da obezbede sve neophodne preduslove, koji mogu obuhvatati elemente na strani kontrole, procesa i sadržaja. Ovo može biti veoma težak posao ako se ne poznaju osnove, ali može biti i zahvalan posao koji će se odraziti na performanse poslovanja. Iako je fokus rada na onlajn doživljaju kupaca, i u razvijenim zemljama su retki 'digitalni' kupci. Većina je multikanalno orijentisana i važan aspekt je multikanalna integracija i strategija usmerena na doživljaj kupaca. Rad predstavlja pregled literature u oblasti onlajn doživljaja kupaca, sa cijem upoznavanja javnosti sa konceptom kao i prikaza implikacija koje ovakav koncept ima na onlajn bankarstvo.

Banks will be facing great challenges in the coming period. Some of these challenges are a lack of differentiation, disloyal customers, new non-traditional competitors, increased interaction and expectations from digital channels. Many consulting firms, but also the academic community, propose a solution in the form of implementing the concept of customer experience management. As research shows that a large number of challenges come from the online environment, it is necessary for banks to ensure excellence in the online environment by applying the concept of online customer experience. In order to create this experience, it is up to the banks to meet all the necessary antecedents, which can involve the elements in terms of control, processes and content. This can be a very difficult job if one is unfamiliar with the basics, but it could also be a rewarding job which will reflect on the business performance. Although the focus of the paper is online customer experience, even in the developed countries 'digital' customers are rare. Most of them are multichannel oriented and an important aspect is the multichannel integration and the strategy focused on customer experience. This paper presents an overview of the literature in the field of online customer experience, with the aim of introducing the public with the concept as well as presenting the implications which this concept has for digital banking.