FORMATION AND DEVELOPMENT OF CLIENT POLICY IN COMMERCIAL BANKS

Abstract

This article examines the process of forming and developing client policy in Kazakhstan’s commercial banks under current market economy conditions. The main focus is on the importance of adapting banking services to the changing needs of consumers, which requires the implementation of innovative technologies such as CRM systems, Big Data, and artificial intelligence. The authors emphasize the principles of personalization and digitalization, which play a crucial role in improving customer service and retention effectiveness.

The study also analyzes the importance of segmenting the customer base, enabling banks to develop personalized strategies for different customer categories.

In addition, the article presents a SWOT analysis that identifies the strengths and weaknesses of customer policy, as well as the opportunities and threats faced by commercial banks. Strengths include a high level of digitalization and the successful implementation of multichannel services that enhance customer experience. Among the weaknesses are challenges related to data  integration and the need to adapt to new market conditions. The threats are associated with increasing competition and risks related to cybersecurity.

The study highlights that an effective client policy requires a systematic approach, the use of modern technologies, and consideration of global trends, which contribute to the sustainable development of banks and enhance their competitiveness in the market.