Sovcombank named the key areas of customer service in 2026

In 2026, Russian banks will need to rethink traditional approaches to working with clients, focusing on personalization, retention and smart partnerships, said Anna Kambulova, Senior Managing Director of Sovcombank.

Speaking at the Retail Business Strategy 2026 forum, she noted that the steady growth of the customer base will occur not only through the expansion of advertising budgets, but also through smart data management, personalization and systematic work with customer retention. The potential of "classic" sources of attraction is still high if you consistently increase conversion at each stage of the funnel and work out the incoming flow in a disciplined manner, Kambulova added.

Given that most Russians are now customers of two or more banks, retaining and monetizing their own base is of particular importance: personalized offers based on real customer patterns, intelligent retention scenarios instead of "mass" scripts, the development of product "hooks" and daily interaction in the application.

Among the priority drivers of attraction, Kambulova named refinancing against the background of falling interest rates, BNPL commodity installments and joint co‑brand initiatives with retail chains, as well as investment solutions and a strong daily banking.

For banks outside the top 5, the expert continued, point‑to‑point campaigns with time-limited promotions and segment offers, the rapid launch of analog products after market leaders, as well as the search for the most profitable channels of attraction without racing budgets will become an effective strategy.

"2026 is not about increasing marketing expenses. It's about data, accurate analytics, speed, and flexibility. Those who learn how to retain a client, anticipate their needs and provide simple, profitable and timely solutions will win," Kambulova emphasized.

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