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Managing customer relations is one of the main contemporary challenges facing banks, especially in terms of new social changes and major changes in human behaviour, generated by the COVID-19 crisis. The currently drifting economic climate affects all of the existing and potential customers and consumer behaviour, being much more demanding on the products and services purchased, their particularities, the conditions proposed by banks, prices and the bank-customer relationship. The new segmentation generated by the pandemic puts additional pressure on banks, which have a difficult task: to better understand these new behaviours and to meet consumer requirements with relevant products and convenient services. Whatever the options, banks must be receptive to the current needs of consumers of financial products and services and to the behaviour they must adopt in order to remain relevant on the market. The general objective of this study is to provide a practical perspective on the impact of the pandemic crisis on consumer behaviour of banking products and services.

Actuality: In 2020, the world economy was affected by the extraordinary and severe shock generated by the COVID-19 pandemic. The pandemic crisis has had a disastrous impact on the business environment and, in particular, on several branches, such as transport, HoReCa, tourism, trade, services, resulting in closed businesses and massive layoffs. Under these conditions, customer relationship management is one of the main contemporary challenges facing banks, from the perspective of new social changes and major changes in human behavior. The new segmentation generated by the pandemic puts additional pressure on banks, which have a difficult task: to better understand these new behaviors and to meet consumer requirements with relevant products and convenient services. Purpose: The overall objective of this study is to provide a practical perspective on the impact of the pandemic crisis on the demand for financial-banking services, driven by changing consumer behavior according to needs and preferences. Research methods: To study the topic addressed in this article, the following research methods were applied, such as the analysis and synthesis of conceptual approaches and practical aspects of the demand for financial-banking services, deduction and induction, to elucidate the influencing factors, using the adaptation of the range of services according to customer requirements in the context of the pandemic crisis and researching the actions of banks to formulate conclusions and opinions. Results: We find that banks responded quickly to customers' needs and requirements for financial services and provided them with various effective tools to provide them with free and unlimited access to accou

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