• social media monitoring in order to identify opportunities for attracting
consumers, mitigating risks and ensuring rapid response to challenges;
• Social digital marketing, built on clustering to enable the bank to identify
relevant content for individual users of social networks and thereby attract their
attention;
• Social CRM, which enriches customer data with social media information,
helping to create more effective offers.
Most banks today divide clients into segments, using standard criterias (such as
average revenue, cross-sales, etc.), and involves them through "pushing". In socially
attracted banks, the interaction is much personalized. The Bank develops individually
"sharpened" customer relationships, based on their benefits and needs, communicating
with their actions in social media (for example, by putting "likes" or "shoemakers").
Similar actions can help banks group their clients in common interests, maintain a daily
dialogue with them on topics of interest and offer products when consumers really need
them [5].
3. Bank in the form of a financial / non-financial digital ecosystem. This model
uses the power of mobile technologies to offer services that are not limited to traditional
banking products. These services are helping to provide a network of partners. The
bank may decide to create or become part of the digital ecosystem, depending on the
payment solution available to it and the role it intends to play.
The key components of this banking model are as follows [2]:
• Mobile payments based on NFC technology or mobile wallet, which enhances
the bank's competitiveness in the area of payments and helps to keep customers;
• Offers, which are improved by mobile commerce tools focused on financial and
non-financial offers, mobile marketing, mobile loyalty and mobile analytics;
• Alliances and partnerships with non-bank institutions and the creation of shared
content.
Using a model of a financial / non-financial digital ecosystem, the bank has the
ability to become a "single window" for customers to meet all the relevant needs of the
latter.
The main principle laid down in modern banking information systems is the
processing and automation of business processes aimed at attracting and retaining the
most profitable customers, personalizing customer relationships, which minimizes the
operational, administrative and other costs associated with working with them.
Nowadays big banks are active in developing information systems. The latter
provide the opportunity for the participants in the management process to implement
the methods and business processes of management in practice. The information
system covers the entire bank and involves sharing information with all stakeholders.
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