Efficiency of Remote Customer Service for Operations with Bank Cards

   Relevance. The active development of non-cash transactions with bank cards directly depends on the maturity of the formed market infrastructure. The lag in the increase in the number of POS terminals, multifunctional ATMs and settlement centers from the rate of increase in the issue of bank cards contributes to the emergence of dissonance in the development of the bank card segment. The importance of ensuring the availability of payment services for the successful development of the business of a commercial bank determines the priorities for creating remote service channels on the basis of bank cards. The bank card represents a foothold for the development of the retail business of a commercial bank. At the same time, linking Internet services and mobile applications of banks to a bank card contributes not only to increasing output, but also to increasing the efficiency of their use.
   The purpose of the study is to determine the features of the functioning of remote customer service channels when performing operations with bank cards.
   Objectives: characterize transactions with bank cards; describe the risks arising in the digital identification system; define measures to develop remote customer service channels develop a matrix of strategic alternatives to banking activities in the bank card market.
   Methodology. The study used general scientific methods: comparative analysis, generalization, induction.
   Results. The following results were achieved during the study: identification and characterization of specific risks of digital transformation of bank card transactions; developed a set of measures to optimize and improve the efficiency of bank cards taking into account the use of remote customer service channels; a matrix of strategic alternatives to the development of the bank's card business has been developed.
   Conclusions. The active introduction of financial technologies and digital innovations in the banking system contributes not only to increasing the quantitative indicators of transactions with bank cards, but also to increasing their efficiency. Achievement of the main parameters of efficiency of transactions with bank cards is ensured by redistribution of channels for their implementation in favor of the digital environment.

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