Banking products development for retail

The article is devoted to the study of the impact of customer needs on the development of banking products for individuals. The factors influencing the choice of a servicing bank and its products in the behavior of individual customers are analyzed. The main theses for the development of banking services for the retail segment are identified, among which the focus on customer needs has gained the greatest importance. Based on the study, it was concluded that the application of a customer focus model and an individual approach is the most effective in the struggle for a competitive advantage among banks.