Essence of Financial Inclusion in a Client-Oriented Approach at the Banking Market

The article considers the main elements of financial inclusion as parts of the client-oriented marketing and client-oriented approach in the modern system of banking services. In today’s environment, the development of the banking business is inextricably linked to automation, the introduction of the latest technical tools and advanced banking technologies to promote banking products and services to the market, as well as to the search for instruments for increase the attractiveness of banking products, aided by innovation. Financial inclusion nowadays is a kind of instrumentarium for countering the banking and financial isolation. It covers a range of products or services that are both financial and non-financial, accessible to all segments of the population. The use of financial inclusion and client-oriented marketing in a banking institution comes down to targeting and developing elements such as culture (a culture of communication and the internal culture of organization); technology (introduction of modern information and other technologies); employees; processes; clients. Therefore the marketing client-oriented approach suggests the bank’s primary orientation not on its own product, but on the real needs of consumers. That is why a thorough study of the market along with an analysis of the changing tastes and preferences of consumers of banking services are so necessary. A bank employee becomes a seller of financial products. In the process of communication with each client, he is called to identify the specific forms of financial servicing that the client needs, to explain to the latter the necessity and profitability of each settlement.