TOOLS FOR IMPROVING THE ACTIVITY OF A COMMERCIAL BANK IN THE CONDITIONS OF DIGITAL TRANSFORMATION

The article is devoted to the topical issue of improving the activities of commercial banks in the context of digital transformation. The factors that predetermine the development of technological innovations in the financial sector are determined. Based on the analysis of foreign experience in increasing the efficiency and effectiveness of commercial banks in the context of digitalization, it is proposed to develop and introduce a universal electronic card as an innovative tool for improving the bank's activities. It has been proven that the card will allow issuing banks to expand the range of services for the client — the cardholder, will contribute to the image of the issuing bank as a reliable partner, which in turn will increase the customer flow to the branch of the issuing bank. The approaches to assessing the effectiveness of financial innovations in the banking sector are investigated and the following main types of effect are identified: financial, technological, market, the effect of products and services, transparency. A list of main tasks has been established, the solution of which will ensure the successful introduction of a universal electronic card as a multifunctional means of obtaining public services and at the same time a means of payment.