USING DIGITAL BANKing PLATFORMs for PROMOTing RETAIL PRODUCTS AND SERVICES IN THE RUSSIAN MARKET
In modern conditions, the bank’s communication with the client is greatly enhanced. Built on the basis of a digital system, it allows you to create individual offers and provide them to the client in the form of personalized messages. The number of stages and interaction time is reduced, and the need for interaction between the manager and the client in the physical office is minimized. Optimization of both the communication process itself and the related business processes within all structural divisions of the credit organization is taking place, which, in turn, entails substantial savings in the financial, time and human resources of the bank and the client. This determines the relevance of this study, forms new channels of interaction of the bank with the client, which allows improving the quality of providing the retail client with the largest volume of products and services.