graduate student
The product strategy of commercial banks is an integrated approach aimed at creating, implementing and managing banking products and services that meet modern customer needs and provide banks with competitive advantages. The article examines in detail the key elements of forming a product strategy, including the study of customer preferences, the introduction of personalized solutions, the use of modern technologies such as big data and artificial intelligence, as well as customer experience orientation. The importance of understanding the needs of customers and their adaptation to rapidly changing market conditions is emphasized. Special attention is paid to the role of customer experience, including convenience, personalization, speed of service and quality of interaction with the bank. It is shown that the constant analysis of customer data and their behavior allows banks not only to meet their needs, but also to anticipate their expectations by creating innovative products and improving existing services. A personalized approach based on deep analytical methods helps to increase customer loyalty, satisfaction, and strengthen long-term relationships. It is emphasized that a strategic focus on customer experience and personalization of services is becoming a key factor in competitiveness. These efforts not only help strengthen banks' positions in the face of digitalization, but also create the basis for long-term growth and increased financial stability.
product strategy, commercial banking, customer experience, personalization, innovation, big data
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