Vestnik of Vitebsk State Technological University (Dec 2023)
Major Directions of Digitalization of Communications in the Banking Sector of the Republic of Belarus
Abstract
In the context of accelerated digital transformation in the banking sector of the Republic of Belarus, in order to increase the customer base, banks have to transit from simple servicing in sales offices to building effective online communications. Individual communication is expensive and time-consuming. Therefore, communication with the client should be organized with the maximum possible reduction of human participation in solving issues. Most requests should be satisfied around the clock from the first online request. To track the index of consumer loyalty and customer satisfaction, it is necessary to receive feedback at every stage of communication. The purpose of the research is to develop directions for digitalization of communications used by commercial banks of the Republic of Belarus. Within the framework of this study, the foreign experience of digitalization of banking communications has been studied; the content of the official websites of Belarusian banks and the communication automation tools they use has been analyzed; directions for improving the efficiency of communications in the banking sector of the Republic of Belarus have been proposed. The study showed that commercial banks of the Republic of Belarus are at the initial stage of automation of communications, there is a significant variation in the levels of digitalization of communications of different banking institutions. The obtained results led to the conclusion that in order to improve the efficiency of communications in the banking sector of the Republic of Belarus, it is necessary to develop an omnichannel communication strategy, maintain a balance between automation of communications and a personalized approach, refine chatbots, organize feedback and ensure personal data protection.
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