CRM-SYSTEMS IN MARKETING RISKS MANAGEMENT OF BANK`S RISK PROTECTION PROJECTS

Abstract

The article examines the theoretical, methodological and practical aspects of the formation of information and analytical support for marketing risk management of risk protection projects of a commercial bank in the conditions of modern challenges of the uncertainty of the marketing environment and global digital transformations. Requirements for an effective bank risk management system based on modern technological tools and innovative methodological approaches are formulated. The directions of the transformation of risk management paradigms were analyzed, the expediency of a systemic multidimensional approach to the implementation of integrated risk management based on modern international regulatory standards was clarified. The need for the convergence of project management methods in risk management for better prioritization of risks, consistency with the strategic goal of activity, and planning of steps to optimally achieve the goal is substantiated. The marketing orientation of bank risk protection projects is revealed. It is  proposed to expand the list of banks' risks and to transform the weighting coefficients of the existing ones in the conditions of innovative technological transformations in order to strengthen socio-ecological responsibility to society. Particular attention is paid to determining the place of marketing risks in the management system of banks, as a critical element of an effective risk management model. The direction of improving the information and analytical support of the bank's risk protection projects through the implementation of CRM systems as an information communication tool and an information source on marketing risk management is proposed.