Citas bibligráficas
Rivera, A., Hurtado, A. (2023). Propuesta de mejora para la funcionalidad de ahorro digital y su contención en la caída del ticket de los nuevos usuarios [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/670435
Rivera, A., Hurtado, A. Propuesta de mejora para la funcionalidad de ahorro digital y su contención en la caída del ticket de los nuevos usuarios [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/670435
@misc{renati/410259,
title = "Propuesta de mejora para la funcionalidad de ahorro digital y su contención en la caída del ticket de los nuevos usuarios",
author = "Hurtado Gutarra, Alexandra Trinidad",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
Currently, traditional banking is moving towards a more digital approach. People's behavior, in terms of digital adoption, as well as savings, has been evolving and financial institutions must take measures to adapt and remain competitive. In Peru, there is intense competition within the financial sector, there are four main banks that lead the market share, which are BCP (Banco de Crédito del Perú), BBVA, Interbank and Scotiabank. Additionally, there are new competitors such as financial institutions and Fintechs that offer innovative services covering the needs of users. The company must ensure that it offers the best savings option to capture balances and meet user expectations. In this work, the drop in the savings ticket of new users of the digital functionality analyzed, comparing it with the offer of international Fintechs, as a reference point. Finally, three alternatives are proposed to enhance the value proposition, and increase the competitiveness of the product, making it more attractive so that the savings tickets of new users increase based on qualitative research and documentary review. The alternatives range from technological developments, a strategy to increase product penetration and improvements at the UX (User Experience) level, with communication and marketing being the actions to implement since they are the most viable, feasible and profitable in the short and medium term.
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