CLIENT-ORIENTED APPROACH: FORMING THE SYSTEM OF MANAGEMENT OF THE BANK RELATIONS WITH CLIENTS

The aim of the article is to develop the theoretical principles of forming the bank relations with clients as part of the client-oriented  trategy implementation. As a result of the conducted research there has been presented the definition of client-orientation, echanism and system of management. The system of management of the bank relations with clients, the purpose and objectives of its ormation have been substantiated. The hierarchy of subjects of forming and managing the process of the bank relations with client  as been presented. The ways of implementing in practice the functions of the mechanism of managing relations with clients have been revealed. It has been proved that for implementation of the client-oriented approach the banking institution should have a  omprehensive view of its clients’ behavior, which detailed understanding will allow for a more accurate segmentation and building individualized partnership relations. Implementing the principle of totality of client relationships level and comprehensive knowledge,  evelopment of employee behavior techniques and special techniques for working with the most valuable clients, the use of  nalytics and forecasting tools will provide targeting of marketing campaigns and lead to minimization of additional costs, satisfaction of every client, loyalty, increase in the market share, growth of sales volume, increase in profits of the banking institution.