Comment la digitalisation transforme-t-elle l'expérience client et permet-elle d'adapter les offres d'épargne et de placement financier aux comportements des investisseurs en Belgique ?

Abstract

Digitalization is profoundly reshaping the financial sector by providing customers with faster, personalized, 24/7 interactions through mobile apps, online platforms, and big data analytics tools. While innovations such as instant payments, automated account management, robo-advisors, and predictive scoring promise efficiency gains, cost savings, and improved service quality, they also introduce technical, organizational, regulatory, and ethical challenges. On one hand, merely migrating existing services to digital interfaces does not always deliver a truly user-centric experience, potentially undermining perceived value and satisfaction. On the other, leveraging artificial intelligence and machine learning enhances customer segmentation, demand forecasting, and risk detection, but requires strict governance to safeguard data privacy and prevent algorithmic bias. Moreover, regulatory frameworks such as MiFID II, GDPR, PSD2 demand rigorous compliance that can slow innovation even as they foster bank–fintech collaboration through Open Banking. Today’s customers expect transparency, real-time information, and value co-creation, seamlessly combining digital self-service with human advice. However, the trade-off between automation and personalized support remains delicate, self-service tools boost autonomy and responsiveness but cannot fully replace the psychological reassurance and trust engendered by direct human contact. This qualitative study, based on expert and user interviews, examines these tensions and assesses the true impact of digital technologies on customer relationships.