Кey trends in the financial services digital transformation in Russia and their influence on consumer experience: forecast of expertsm

Abstract

Purpose: forecasting the key avenues for financial services digital transformation in Russia and its influence on customer experience based on expert surveys.Methods: a set of general scientific methods of analysis and synthesis, as well as marketing research methods – desk and field research. The field research included qualitative method: in-depth interviews with financial market experts. The obtained data were analyzed using content analysis and summarized. Results: the authors provided analysis of secondary data on the main global and local digitalization trends in the financial services market and conducted analytical aggregation of expert opinions on the most likely future changes in the financial services market in the process of digitalization. Analysis of the obtained data enabled to describe three avenues for financial services digital transformation – means of payments digital transformation, payments infrastructure digital transformation and customer interaction models digital transformation. The authors also presented and described the positive and negative influence of the results of digital transformation on the consumer experience.Conclusions and Relevance: the results of this study emphasize the role of financial services digital transformation in the process of new consumer experience creation. The means of payments digital transformation will ensure the total dominance of digital money within the money circulation system positively affecting consumer experience in terms of growing convenience, speed and cost-cutting. Payment infrastructure digital transformation will positively influence on consumer experience by simplifying the customer identification systems and reducing errors. Customer interaction models digital transformation will enhance the level of seamlessness leading to the full integration of financial services in the day-to-day customer activities. The results of the study can be used to develop strategies enabling to achieve the highest level of competitiveness for the financial service providers in the market.