Improving Customer-Centric Management in Commercial Banks

This paper develops scientific and methodological foundations and practical recommendations for improving customer-centric management in commercial banks. Economic and statistical analysis, comparative analysis, a systems approach and expert assessment were used. The findings substantiate the need for deeper customer segmentation, service personalization and new service models based on digital technologies and artificial intelligence. Recommendations address the effectiveness of customer relationship management (CRM) systems, continuous staff development and a customer-centric corporate culture. The proposed measures serve to strengthen customer loyalty, improve service quality and expand banks' market share.