Abstract
In the conditions of international economic integration, the banking sphere of The Republic of Kazakhstan becomes more and more attractive for foreign financial structures. New market players are attracted by a higher margin in comparison to the markets of the developed countries. Eventually it leads to a competition strengthening and changes in the market structure. The article is dedicated to studying progressive instruments for forming and retaining client bases by banks for the purpose of determining the prospects of maintenance of competitive advantages over foreign companies. The study has resulted in the creation of a system of instruments of an efficient customer-centric strategy including not only the newest information technologies, but also the technologies of personal interaction.