Identificación de las oportunidades de mejora en la experiencia de usuario del sitio web de preguntas frecuentes de Bancolombia para personas con un perfil explorador

Abstract

Organizations use website FAQs to improve the user experience, but Bancolombia's FAQ saw 18.5 million visits in 2020 with a 40% dissatisfaction rate. This study uses mixed, descriptive research to identify ways to enhance information quality, accessibility, content personalization, and navigation. The findings can help Bancolombia increase site visits, reduce dissatisfaction, and improve customer service in the banking sector, with future research opportunities.