As part of the cooperation between the YSU Alumni and Career Center and Converse Bank, a seminar titled "Brand Evolution in the Digital Age: How Banks Build Trust and Loyalty" was held for YSU students. The seminar was led by Sergey Usnunts, Head of the Marketing Department and Mobile Banking Cross-Functional Team at Converse Bank.
Sergey Usnunts emphasized that one of the key goals of the meeting was to better understand the students and hear their opinions.
During the discussion, he shared insights on how trust and a personalized approach have become core values in building a strong banking brand. He also explained how banks are strengthening their positions through rebranding, adapting to modern requirements, and increasing their influence in a competitive environment. The dynamics of changing customer expectations and brand perceptions, including Converse Bank's response to these changes, were also addressed.
Analyzing the bank's digital transformation process, the speaker explained why banks are quickly moving to digital platforms, updating their logos, and transforming their visual branding to better align with customer expectations. Sergey Usnunts also discussed how innovations, digital applications, and automation play a crucial role in shaping a unique customer experience and enhancing brand loyalty.
Through examples, the strategies enabling banks to build closer partnerships with their customers were discussed.
Sergey Usnunts also introduced the importance of modern technologies and digital presence in customer communication. He specifically addressed the shifting public perception of brands, particularly as users’ attention increasingly focuses on smartphone screens. He explained how brands compete in the mobile app space to capture user attention. In this context, he discussed how technologically advanced and user-friendly solutions can strengthen trust and foster customer loyalty.
At the end of the seminar, students were given the opportunity to summarize the knowledge they had gained through a brief survey, during which the top three students were awarded prizes by Converse Bank.
Meeting participant Mary Torunyan emphasized the importance of such seminars, noting that they help young professionals gain a deeper understanding of the banking sector while also acquiring new professional knowledge and skills in a unique format.
As a reminder, in 2023, a cooperation agreement was signed between Yerevan State University and Converse Bank. The agreement aims to unite the efforts of both institutions to train financial specialists, conduct educational and research activities, and implement other joint programs.
