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Customization of Credit Institutions’ Services
Рopelo O. V., Tarasenko O. O., Dubyna M. V.

Рopelo, Olha V., Tarasenko, Olena O., and Dubyna, Maksym V. (2024) “Customization of Credit Institutions’ Services.” Business Inform 8:372–378.
https://doi.org/10.32983/2222-4459-2024-8-372-378

Section: Finance, Money Circulation and Credit

Article is written in Ukrainian
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UDC 336.7

Abstract:
The article is devoted to the study of customization of services of credit institutions and features of their implementation. IT solutions have been proven to change the way businesses are organized and communicated with customers. Among the promising areas of such innovations in the financial sphere, financial software solutions aimed at customizing the services of credit institutions are allocated. It is argued that the trend towards customization of services is relevant for the financial industry, credit institutions are interested in the development of personalized services and a customer-oriented approach, which should replace the traditional technologies of working with clients of credit institutions. It is determined that the customization of services of credit institutions has its own specific features: making personalized decisions, using new financial technologies (artificial intelligence, big data analysis), identifying unique financial needs. The stages of customization of services are outlined, namely: conducting a detailed assessment of the client, segmentation of clients for the development of an individual strategy, individual financial planning, risk management and insurance. It is studied that strategies for customizing the services of credit institutions can be developed in the following ways: individual pricing, which means that institutions offer a service with an optimal and attractive price; personalized services, which provides the ability of credit institutions to analyze data on customer interactions and financial behavior in order to offer personalized services; individual financial consultations, which are implemented through programs with personal financial consultants. It is proved that the customization of credit institutions’ services still requires overcoming many problems, including: inefficient data management, outdated computer or software, organizational isolation, data confidentiality, etc.

Keywords: personalization, customization, financial services, credit institutions, financial planning.

Fig.: 2. Bibl.: 9.

Рopelo Olha V. – Doctor of Sciences (Economics), Associate Professor, Professor, Department of Management and Administration, National University «Chernihiv Polytechnic» (95 Shevchenka Str., Chernihiv, 14027, Ukraine)
Email: [email protected]
Tarasenko Olena O. – Candidate of Sciences (Economics), Associate Professor, Department of Finance, Banking and Insurance, Chernihiv National University of Technology (95 Shevchenka Str., Chernihiv, 14027, Ukraine)
Email: [email protected]
Dubyna Maksym V. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Finance, Banking and Insurance, National University «Chernihiv Polytechnic» (95 Shevchenka Str., Chernihiv, 14027, Ukraine)
Email: [email protected]

List of references in article

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