Use of client-oriented marketing in the banking sector

Abstract

The article considers the main elements of customer-oriented marketing in the modern banking system. In modern conditions, the development of banking business is inextricably linked with the automation, the introduction of advanced technical means and advanced banking technologies to promote the market of banking products and services, as well as the search for tools that enhance the attractiveness of banking services, which is facilitated by innovations. The marketing approach assumes the primary orientation of the bank not to your product, but to the real needs of the clientele. Therefore, it is necessary to thoroughly study the market, analyze the changing tastes and preferences of consumers of banking services. A bank employee becomes a seller of financial products. In the process of communicating with each client, he is called to determine the specific forms of financial service in which the client needs, explain to him the necessity and utility of each transaction.