Not a newcomer to servicing the premium segment of the domestic market is the Russian Sberbank. Visa Gold of its issue is familiar in many countries. The potential of VIP services is palpable: the demand for gold cards exceeds their supply. However, we will talk about the issue. How to upgrade the domestic premium service class to six stars? What should a client know before a Visa Gold credit card will be in his wallet?
Sberbank, the largest and most reliable player in the domestic financial market, has long and systematically resolves such issues in practice.
So, we will briefly consider and draw general conclusions on just one banking product from a diverse palette of Sberbank state-commercial company - Visa Gold. Currently, the bank issues credit cards: Visa Gold, Visa Gold “Give Life”, Visa Gold “Aeroflot” with a validity period of 3 years. The ruble account is “attached” to them. Credit interest - 17.9% - 23%, a grace period of 50 days is assumed. The cost of annual maintenance is 3500 rubles per year. Commission for cashing - 3%.
Aeroflot Visa Gold involves redeeming bonus miles. The calculation is as follows: 1000 miles - a bonus when opening a card plus 1.5 miles for each dollar / euro spent or 30 rubles. Each Visa Gold “Give Life” card performs a noble task - it finances the eponymous charity fund.
Unfortunately, there is more than one evidence of the press that the modern methodology of banks in the premium segment of the domestic market is “raw”. 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: retail businesses often carry out unprepared “planned attacks” on the premium segment, accompanied by abundant issuance of cards ... What is the reason for the unlawful reduction of exclusivity to mass? The Iron Curtain, which broke the bonds of continuity for 80 years, deprived us of the understanding of price segments. And this also applies to customers. For example, gold cards issued by Sberbank - Visa Gold - are often still considered by individual wealthy people who have significant deposits, according to the criteria of "classic". 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 public mission to educate such customers in a consumer culture is carried out by Sberbank. Visa Gold is one of such “educational” products. In Russia, the concept of “premium class” is not interpreted genealogically as in Europe, it is associated with high quality service and an individual approach to the client. Therefore, potential customers are another category of the population, which has a lower fortune, but is able to serve this card with benefit for themselves. Such people are principled, they know how to earn and count money, meticulously interested in all the intricacies of the service and bank rates from Sberbank. They, calculate their turnovers, and in case of their annual excess in the equivalent of $ 6,000, try to get a gold card according to the preferential tariff plan, making maximum use of the tariff advantages of Visa Gold.
Sberbank, providing the client with a "golden card", also provides it with benefits that are not considered in the tariffs. Judge for yourself: in American airports, hotels, when renting cars, taking care of your health and relaxation, you will receive real additional benefits. In addition, the premium class provides, if necessary, at any time of the day advising a friend’s call from the concierge service, who is ready to help when booking hotels and buying tickets, as well as helping to “resolve” controversial situations.
On the other hand, I would like to raise the problem of improving the quality and professionalism of Sberbank personnel serving VIP clients. Indeed, in the premium segment, a situation is possible where only three to seven clients bring the largest bank income for the branch. As practice shows, when servicing Visa Gold cards, most likely, not an aggressive advertising campaign is important, but the observance of the principle of exclusivity.