Currently, the banking sector is undergoing significant changes due to the development of digital technologies and changes in consumer behavior. In the context of increased competition, banks are looking for new ways to attract and retain customers, focusing on omnichannel service strategies and the development of a digital ecosystem. Thus, there is a need for additional research on customer experience and identification of the most promising areas of interaction with customers in the banking sector. The authors conducted a qualitative study, which included 4 focus groups and 6 in-depth interviews with participants of different ages, as well as a pilot quantitative study of the users most involved in using digital services. The results of the study made it possible to design a customer journey map for different categories of clients, to identify the most significant digital services and potential requests regarding existing and promising platforms and marketplaces.

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