AUTOMATION OF BANK CUSTOMER SERVICE SYSTEMS AS AN IMPROVEMENT OF CUSTOMER-ORIENTED MARKETING IN BANKS

Abstract

The article discusses the features of the development of a client- oriented approach in the marketing strategy of a bank based on the use of the potential of a commercial bank in a competitive environment. The directions of the implementation of services within the main categories of clients are considered: retail business, clients of small and medium-sized businesses and large corporate clients in terms of the availability of banking products, assessing the effectiveness of investing in the most advanced banking services. It is shown that in order to increase the competitiveness of commercial banks, it is important to highlight the most important areas of the marketing strategy of banks, which include the development of the Unified Data Warehouse; development of "designer products" in IT systems, creation of a marketplace for non-banking services. Recommendations are given for improving the use of competitive positions in the practice of commercial banks within the framework of a client- oriented approach.