Features of Digital Communications in the Banking Sector (on the Example of Rocketbank)

This consulting research work was carried out in order to identify the dependence of the company's digital communications on its form of ownership. The problem of the research is that banks are represented in the digital space, but do not have a presence strategy, as a result of which their communication does not have a focus and framework. The object of research is digital communications in the banking segment. The subject of the research is the peculiarities of digital communication with Roketbank clients. The goal is to find out which digital communications influence the user experience. Research problem: - analyze traditional means of communication in the Russian banking segment - identify channels and means of communication that are used in the Russian banking segment - analyze Rocketbank's digital communications (2013-2020) - identify the main expectations of customers regarding traditional and digital communications of banks Research methods: -a survey that will allow you to find out the preferences of users and their expectations regarding digital communications -analysis of secondary sources, research studies and analysis of Bank projects The results of the analysis allowed us to identify a number of recommendations from the point of view of using digital communications by Rocketbank, among which we can note the Bank's active behavior in the digital space, the use of social networks and messengers to communicate with customers, the introduction of new functionality in mobile applications in accordance with trends, the transfer of customer service completely to an online format.