USING CUSTOMER LOYALTY PROGRAMS IN THE CUSTOMER-ORIENTED BANKING STRATEGY

Author discusses problems of applying customer loyalty programs in customeroriented strategy of bank in this article. Criteria and indicators of customer loyalty are proposed here. Comparison on similar programs in Russian Federation and in foreign countries has been done. In order to maximize efficient work of loyalty program, it is necessary to take into account the current needs of customers, to anticipate changes in the future situation, as well as to find out the most appropriate delivery channels of banking products. In this regard, banks should actively develop strategies to increase the loyalty of existing customers, as well as activities in the area of customer retention policies.