Not new to the premium segment.The domestic market is the Russian Sberbank. Visa Gold is familiar with its emissions in many countries. The potential of VIP-service is noticeable: the demand for gold cards exceeds their supply. However, we will talk about issues. How to raise to six stars the class of domestic premium service? What should a customer know before a Visa Gold credit card is placed in his wallet?
Sberbank, the largest and most reliable player in the domestic financial market, has long been systematically solving such issues in practice.
So, we will briefly review and make generalizedconclusions on only one banking product from a diverse palette of the Sberbank state-commercial company - Visa Gold. The bank currently issues credit cards: Visa Gold, Visa Gold “Give Life”, Visa Gold “Aeroflot” with a validity period of 3 years. A ruble account is tied to them. Credit interest rate - 17.9% - 23%, a grace period of 50 days is expected. The cost of annual maintenance is 3500 rubles per year. Cashing fee - 3%.
Visa Gold "Aeroflot" implies accrualbonus miles The calculation is as follows: 1000 miles is a bonus when opening a card plus 1.5 miles for every dollar / euro spent or 30 rubles. Each Visa Gold “Give Life” card performs a noble task - it finances the eponymous charitable foundation.
Unfortunately, the press testimonies aboutthe fact that modern methods 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: often the retail business conducts unprepared “planned attacks” on the premium segment, accompanied by the abundant issuance of cards ... What is the reason for the illegal reduction of exclusivity to mass? The Iron Curtain, which for 80 years broke the bonds of continuity, deprived us of the understanding of price segments. And this also applies to clients. For example, gold cards issued by Sberbank - Visa Gold - are often still considered individual wealthy people with 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 of educationsuch clients have a consumer culture performed by Sberbank. Visa Gold is one of these "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 smaller state, but is able to serve this card to its advantage. Such people are principled, able to earn and count money, meticulously interested in all the subtleties of service and bank rates from Sberbank. They, counting their turnovers, and in case of their annual excess in the equivalent of $ 6000, they are trying to get a gold card under a preferential tariff plan, using the maximum Visa Gold tariff benefits.
Sberbank, providing the client with a "gold card",also provides it with benefits unregistered in tariffs. Judge for yourself: in American airports, hotels, and when renting cars, taking care of your health and rest, you will receive real additional benefits. In addition, the premium class provides, if necessary, at any time of the day, a consulting “call from a friend” from a concierge service who is ready to come to the rescue when booking hotels and buying tickets, as well as helping to “resolve” disputed situations.
On the other hand, I would like to raise the problemimproving the quality and professionalism of the staff of Sberbank servicing VIP clients. Indeed, in the premium segment, a situation is possible when only three - seven customers bring the largest bank revenues to the branch. As practice shows, when servicing Visa Gold cards, most likely, it is not the aggressive advertising campaign that is important, but the observance of the principle of exclusivity.
