ANALYSIS OF THE DIGITAL CUSTOMER SERVICE SYSTEM IN COMMERCIAL BANKS.

This article analyzes the current state of digital customer service systems in commercial banks and examines their impact on banking efficiency and customer experience management. The study focuses on the use of mobile banking, internet banking, CRM platforms, artificial intelligence-based service tools and Big Data analytics in improving the speed, accessibility and personalization of banking services. The article also identifies the main constraints affecting the effectiveness of digital customer service, including cybersecurity risks, technological infrastructure, digital literacy and institutional factors. Based on the analysis, the paper develops practical recommendations for improving digital service quality, strengthening customer-oriented management and expanding the use of innovative financial technologies in commercial banks.