EDN: ZWNCED
Personalization of banking product - a modern marketing tool
JATS‑XML (OAI)The publication is devoted to the problem of ensuring the competitiveness of banking products in terms of commoditize retail financial services. Because of the alignment of quantita-
tive rational parameters of homogeneous products of different banks, the estimated benefit for the customer is minimized and ceases to be a significant motivator in choosing a Bank. This de- termines the need for new tools profiling banking product. For the formation of a new personal offer to client a commercial Bank is already using its own database of personal data of its cus- tomers (CRM), which organizes only the relationship of the client-Bank. Banks need to use other additional sources of information to analyze consumer behavior and create targeted incentives, as a tool to manage choice of the consumer, it comes and tasks in Bank marketing. Discusses ex- amples of the use of commercial banks third-party complexes of big data, as well as the primary objects and methods of personalization of banking proposals.
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