Proceedings of the International scientific and practical conference ―Israel Ukraine Forum of Science and Innovation‖ (April 27-29, 2026) / Publisher website: www.naukainfo.com. – Tel Aviv, Israel, 2026. - 262 p.

20 digital identification systems such as BankID (National Bank of Ukraine, 2025; National Bank of Ukraine, 2026). Open banking enables secure API-based data exchange with user consent, shifting competition from individual financial products toward digital service quality, speed, and integration into broader ecosystems (Bank for International Settlements, 2026). At the same time, digital state services such as Diia provide verified identity and document sharing, significantly simplifying onboarding procedures and reducing transaction costs (Ministry of Digital Transformation of Ukraine, 2025). As a result, digital state institutions increasingly act as co-producers of the customer journey. Customer interaction begins with a verified digital identity rather than direct bank contact, leading to a more seamless and continuous service model (National Bank of Ukraine, 2026). This transformation changes the CRM framework from ―product–transaction‖ logic to a lifecycle-based model grounded in identity, events, and personalized service. Banks must manage the entire digital interaction cycle, including onboarding, communication, service delivery, and customer retention. Trust becomes the key factor in digital CRM. Customers expect transparency in data usage, secure processing, and control over consent. Therefore, CRM systems must incorporate privacy-by-design principles and robust consent management mechanisms (European Central Bank, 2024; International Monetary Fund, 2025). However, this transformation introduces new risks, including increased dependency on third-party providers, challenges in data governance, and the potential loss of direct customer relationships. Without proper regulatory frameworks and standardization, digital ecosystems may lead to fragmented customer experiences and reduced trust (Basel Committee on Banking Supervision, 2024; Bank for International Settlements, 2026). To address these challenges, banks should develop integrated identity and consent management systems, adopt privacy-focused digital architectures, and evaluate CRM effectiveness through digital performance indicators such as onboarding time, conversion rates, retention levels, and customer satisfaction metrics.