Development of Recommendations for Improving Customer Experience in Investment Banks Exemplified by JSC "Alfa-Bank"

The market of investment brokerage services in Russia has shown stable growth over the past few years and has a high potential for further growth, while more than 95% of active customers are served by the ten largest investment banks, which determines a high level of competition in the market and the importance of attracting new customers. At the same time, many investment banks tend to reduce the average size of the client’s account and the activity of its using, while some clients have accounts in different investment banks and brokerage companies, which is why it is also necessary to develop existing customer experience at later stages and prevent customer churn. In this regard, customer experience management is one of the main directions for working with clients of investment banks. Obtaining brokerage services of investment banks has a number of features, and, in turn, customers of such services have special requirements, which, of course, should be given special attention by investment banks in building the customer journey and optimizing customer experience.