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Рынок розничных банковских услуг становится более «умным», насыщенным сложными технологическими решениями, глубоко понимающим и учитывающим психологию потребителя.

В книге уделяется отдельное внимание, что содержательная разница между набором финансовых продуктов в различных банках становится все менее заметной, поскольку перечень розничных услуг в любом из них сегодня почти идентичен. Конечно, новые продукты разрабатываются постоянно. Но как только успешная новация возникает в одном банке, так через небольшое время ее «клоны» можно найти практически повсеместно. Это цена унифицированных решений и результат использования глобальных технологических платформ. Значит, все большую роль в борьбе за потребителя играет клиентская часть – качество продаж, уровень сервиса, а также возможность «тонкой настройки» тех или иных продуктов под потребности конкретной целевой группы клиентов, или даже индивидуально под каждого из них.

Это выводит на одну из ключевых позиций в розничном банке фронт-офис, и именно анализу блока продаж посвящена книга.

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