Customer Communication from a Perspective of the large Swiss Bank.

      Аннотация: The financial industry is in the middle of the transformation driven by the recent financial crisis, innovations based on information technologies, changing customer behavior and the structure within the financial industry itself. This work examines the direction banks might take in order to overcome the challenges they are facing and satisfy the changing customer needs. In particular this work concentrates on customer behavior and communication related trends, and investigates how the communication between customers and the bank might be shaped in the future. This target is approached through conducting a trend- and consequently potential analysis for one of the IT domains in a bank affected by these changes - the Enterprise Content Management System (ECM). On the basis of scientific research and current banking trends in customer communication and information management, an ECM strategy was developed. It can be seen as a roadmap outlining future opportunities for innovation in the ECM and customer communication domains.

Ключевые слова: Bank, Innovation, IT, Enterprise Content Management System, Customer Communication, Digital transformation, ECM Strategy