Abstract
The development of the market economy and the intensification of competition in the financial services market require commercial banks to study in depth the individual needs of customers and offer them suitable, convenient and high-quality financial services. In modern banking practice, customer orientation is a broader concept than ordinary service provision and implies the identification of the client's needs at all stages of the client's interaction with the bank, personalization of services, creation of convenient communication channels and systematic improvement of the customer experience.
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