Organizational and Managerial Aspects of Individualization of Services for Corporate Clients in the Client-Oriented Policy of a Commercial Bank

Under conditions, when there is very intense competition, individualization of services is the most reasonable way to implement the client-oriented approach in banking. The article emphasizes the following organization and management tools needed for the successful individualization of corporate customer service in a commercial bank: deep market segmentation along with a selection of key clients considering their actual and potential importance for the bank, the development of flexible banking packages for sub-segments as part of banking services, the adoption of the institution a personal client's manager, staff development at all levels of the bank organizational structure in pursuit of internal marketing. The systematic use of these tools will allow a commercial bank to build partnerships with corporate clients, to raise the level of customers' satisfaction and loyalty, to ensure sustainability of interaction with the key customers that determine the essential characteristics of the banking business in the long term.