CRM AND CEM TECHNOLOGIES IN COMMERCIAL BANKS: PROBLEMS AND CHALLENGES

Ushanov A. E.

The article examines the application of CRM and CEM technologies in the banking sector in the context of the implementation by credit institutions of a business model based on a symbiosis of product-oriented and customer-oriented approaches. The problems of CRM functioning in commercial banks are revealed, the main of which is their use of foreign–made DBMS and, in particular, Oracle, in conditions when Oracle Corporation announced the suspension of its activities in Russia as a reaction to a special operation in Ukraine. The measures that need to be taken in this situation are shown. Among such measures are the creation of new ABS and processing for the transition to domestic DBMS, the development of a unified strategy in terms of hardware, the unification of Russian banks for joint investments in the development of ABS in java, etc. The possibilities of CEM technology as a tool that allows you to focus not only on the functional features of a banking product or service, but also on the values that motivate the customer to make a purchase decision are demonstrated. Measures to improve the efficiency of customer experience management on the CEM platform are proposed.

Keywords:технологии CRM и CEM, клиент банка, коммерческий банк, СУБД Oracle, управление клиентским опытом