The financial market has a small margin, fierce competition and a constantly decreasing level of customer loyalty. In this situation, the worst thing that classic financial players can do nowadays goes with the flow. The digital transformation process is inevitable in order to be a competitive in the banking sector. Notably, the industry is trying to adapt to the new business challenges by a combination of the new technologies and transformation of the old leadership system.
Nowadays, a lot of new players appear in the financial market, including financial, technological and telecommunication companies. All of them are eyeing the most attractive segments of the financial industry. As a result, in order to maintain competitiveness, banks should devote much more attention to converting their services to digital form and not forget about the most important factor of their success – about customers and their needs.
In most cases, technological transformation involves the implementation of large-scale changes that may take years to build a new customer-oriented banking system. It is a complex process of change, which includes the total destruction of the organization’s outdated structure and the execution of new strategies, skills, and technological advancements. The basic idea is moving from a product focus to a consumer focus.
For that reason, the digital transformation of the banking system is more influential when all updated processes improve the customer-facing engagement including direct communication, products and services, marketing strategies and support customer services. The prominent feature of the digitalization is creating a productive and successful interaction through multiple channels.