2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16
Russian Sberbank is not new to servicing the premium segment of the domestic market. Visa Gold of its issue is familiar in many countries. The potential of VIP service is palpable: the demand for gold cards exceeds their supply. However, we will talk about the problem. How to upgrade domestic premium service to six stars? What should a customer know before a Visa Gold credit card is in their purse?
Sberbank, the largest and most reliable player in the domestic financial market, has been systematically solving such issues in practice for a long time.
So, let's briefly review and draw generalized conclusions on just one banking product from the diverse palette of the state-owned commercial company Sberbank - Visa Gold. Currently, the bank issues credit cards: Visa Gold, Visa Gold "Give Life", Visa Gold "Aeroflot" with a validity period of 3 years. A ruble account is "attached" to them. Credit interest - 17, 9% - 23%, a grace period is expected - 50 days. The cost of annual maintenance is 3500 rubles per year. Commission for cashing out - 3%.
Visa Gold Aeroflot offers bonus miles. The calculation is as follows: 1000 miles - a bonus when opening a card plus 1.5 miles for each spent dollar / euro, or 30 rubles. Each Visa Gold "Give Life" card performs a noble task - it finances the charitable foundation of the same name.
Unfortunately, there is not a single evidence of the press that the modern methods of banks' work in the premium segment of the domestic market are "crude". VIP service, unfortunately, often rests not on the system, but on the enthusiasm of the performers, because the main thing is the plan. Bankers know that often unprepared "planned attacks" on the premium segment are carried out by the retail business, accompanied by an abundance of card issuance … What is the reason for the wrongful reduction of exclusivity to mass? The Iron Curtain, which broke the bonds of continuity for 80 years, deprived us of understanding of price segments. And this also applies to clients. For example, the gold cards issued by Sberbank - Visa Gold - are often still considered by individual we althy people with significant deposits, according to the "classic" criteria. Although it is in this product that the principle of an exclusive offer to a person with a certain social status is most important.
To some extent, the social mission of educating consumer culture among such clients is performed by Sberbank. Visa Gold is one such "educational" product. In Russia, the concept of "premium class" is not interpreted genealogically, as in Europe, it is associated withhigh quality service and individual approach to the client. Therefore, another category of the population, which has a smaller fortune, but is able to service this card for its own benefit, is also potential customers. Such people are principled, they know how to earn and count money, being meticulously interested in all the intricacies of service and bank rates from Sberbank. They calculate their turnovers, and in case of their annual excess in the equivalent of $6,000, they try to get a gold card at a preferential tariff plan, making the most of the tariff advantages of Visa Gold.
Sberbank, by providing the client with a "gold card", also provides him with benefits not included in the tariffs. Judge for yourself: in American airports, hotels, when renting cars, taking care of your he alth and relaxation, you will receive real additional benefits. In addition, the premium class provides, if necessary, at any time of the day, a consulting "call of a friend" from the concierge service, who is ready to help when booking hotels and buying tickets, as well as helping to "resolve" disputes.
On the other hand, I would like to raise the problem of improving the quality and professionalism of Sberbank's staff serving VIP clients. Indeed, in the premium segment, a situation is possible when only three to seven clients bring the largest banking income for the branch. As practice shows, when servicing Visa Gold cards, it is most likely not an aggressive advertising campaign that is important, but the observance of the principle of exclusivity.
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