La industria financiera trabaja en el desarrollo de una cartera que satisfaga las necesidades de cada segmento de la población. Para el caso específico de la base de la pirámide, crear los productos que requiere, además de una visión de responsabilidad social, se hace necesaria la capacidad de entender cuáles son sus intereses y estilos de vida.
Para lograr este objetivo es necesario ofrecer cada producto financiero a través del canal correcto y mediante una comunicación asertiva que transmita los beneficios. C.K. Prahalad escribió en su libro “La riqueza en la base de la pirámide”, que este segmento, a pesar de las limitantes económicas que posee, desea ser tratado como un grupo de consumidores regular.
Para empezar, las entidades involucradas en incluir a este grupo en las actividades financieras, debemos tener claro que el estilo de vida de la base de la pirámide ha evolucionado con el paso del tiempo. Hoy en día, su comportamiento de consumo se asemeja al de una persona que vive en una zona urbana debido a que su centro de trabajo se localiza en las comunidades con mayor crecimiento socioeconómico. En consecuencia, adopta usos y costumbres propias de las ciudades.
Si consideramos los hogares de bajos ingresos -sobre todo los que trabajan en el sector informal, rural o las microempresas familiares- podríamos ofrecerles una variedad completa de productos de ahorro, crédito, seguros y pagos, tal como lo hacemos con los hogares de familias de clase media y alta.
Este segmento ha evolucionado impresionantemente. Sin embargo, nuestro compromiso no se basa sólo en el tema de educación financiera o en el ofrecimiento de soluciones de medios de pago electrónicos convenientes, seguros y rápidos. Se trata también de hacerles ver el valor que cada una de estas soluciones les ofrece; por ejemplo, comenzar un historial crediticio que les permita acceder a créditos más amplios para su negocio y casa, entre otros.
Quien quiera comunicarse con la base de la pirámide debe tener muy claro el beneficio que ofrecerá a sus clientes. En términos financieros se debe ofrecer:
Conveniencia al eliminar los requisitos burocráticos para adquirir un servicio financiero, optimizar el horario de atención al público de una sucursal bancaria o acortar la distancia para evitar largos traslados y disminuir riesgos de robo o pérdida de efectivo. Los servicios de pagos electrónicos son métodos convenientes para reducir estos costos.
Ajuste del producto a las necesidades de diferentes clientes es tan importante para la inclusión financiera como lo son el precio asequible o la conveniencia.
Trato digno: Un principio de la inclusión financiera integral es que los servicios se brinden con dignidad y respeto, con una cuidadosa atención a las inquietudes del cliente. En la actualidad, la mayoría de las personas excluidas del sistema financiero son de bajos ingresos.
El uso de herramientas de servicio al cliente, mecanismos de retroalimentación e investigación de mercado permitirá a los proveedores brindar un servicio de calidad y que logremos una inclusión financiera de quienes más lo necesitan.
Gabriel Pascual
Director de MasterCard para Costa Rica, Guatemala y Honduras
Importantísimo que los servicios se brinden con dignidad y respeto para esa gran mayoría de personas excluidas del sistema financiero que son de bajos ingresos.
El ingreso de las comunidades más pobres al servicio bancario marcaría una mejora en las economías de la región y beneficiaría a todas las partes involucradas. ¡Que así sea!
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