DIGITAL ECOSYSTEMS OF BANKS: NEW FORMS OF CUSTOMER INTERACTION

Abstract

The relevance of the research topic is beyond doubt. In the context of the rapid digitalization of the financial sector, the formation of ecosystems has become a key area of banking development. The article examines the features of the digital ecosystems of Russian banks as a new model of customer interaction based on the integration of financial and non–financial services. The subject of the study is the digital ecosystems of banks. The experience of Sberbank, Tinkoff Bank, VTB and Alfa–Bank, implementing integrated digital platforms with elements of personalization and intelligent data processing, is analyzed. It is shown that the development of ecosystems contributes to the growth of customer trust and loyalty, the formation of long–term relationships and the expansion of the range of services provided. Conclusions. Special attention is paid to the introduction of artificial intelligence technologies and personalized services as tools to improve the quality of interaction. The practical significance of the work lies in the systematization of approaches to the creation of client ecosystems and the identification of factors determining their successful functioning in the context of digital competition.