Loyalty programs in the ecosystem of the bank

Kuznetsov Evgeny Aleksandrovich

This article describes the theoretical and practical aspects of loyalty programs in the ecosystem of the Bank. The problem of customer focus, special attention is given to strategies customer relations in the banking sector, proposed a definition of the term "strategy of customer-focused services". Analyzes the essence, characteristics and trends that loyalty programs of the modern banks based on the statistical studies in recent years. Identified problem lack of efficiency existing in the banking segment offers customer-oriented business organizations. Studied the essence of the ecosystem of the organization as a whole, based on the theory of business ecosystems, highlighted the author's definition of the term "Bank ecosystem". The importance of one of the elements of the banking ecosystem digital ecosystem as stand-alone solutions for improving strategies customer focus of banks, designed PJSC "Sberbank". Shown for his dignity and the aspects of uniqueness. It is concluded that such a decision to improve customer loyalty programs not only socially oriented, but also represents a platform that will allow you to fill the statistical services, to optimize trade and economic processes (to ensure the security sales and purchases, which will allow companies to grow through additional advertising, etc.), etc.

Keywords:customer orientation, loyalty program, Bank marketing, banking ecosystem, lending.