Sberbank: Visa Gold as an indicator of VIP-service

Not a novice in serving 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-service is noticeable: the demand for gold cards exceeds their offer. However, we will talk about the problems. How to raise to six stars the class of domestic premium service? What should a client know before the Visa Gold credit card in his purse?

Sberbank, the largest and most reliable player of the domestic financial market, has long and systematically solves similar issues in practice.

So, we will briefly review and make generalized conclusions on just one banking product from the diverse palette of the state-commercial company Sberbank - Visa Gold. At present, 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 tied to them. The loan interest is 17.9% - 23%, the preferential period is 50 days. The annual service cost is 3500 rubles per year. Commission for cashing - 3%.

Visa Gold "Aeroflot" assumes the accrual of bonus miles. The calculation is as follows: 1000 miles - bonus when opening the card plus 1.5 miles for each spent dollar / euro or 30 rubles. Each Visa Gold card "Give Life" fulfills a noble task - it finances the eponymous charity fund.

Unfortunately, the evidence of the press that the modern methodology of banks in the premium segment of the domestic market is "raw" is not isolated. VIP-service, unfortunately, often does not rest on the system, but on the enthusiasm of the performers, because the main thing is the plan. Bankers know: often retail business is conducted unprepared "planned attacks" on the premium segment, accompanied by abundant cards ... What is the reason for the improper information of exclusivity to the mass? The Iron Curtain, which for 80 years broke the bonds of continuity, deprived us of the understanding of price segments. And this concerns, in particular, customers. For example, the gold cards that are issued by Sberbank - Visa Gold - are often still considered by individual wealthy people with significant deposits, according to the criteria of the "classic". Although it is in this product that the principle of exclusive offer to the person having a certain social status is most important.

To some extent, the public mission to educate such customers of consumer culture, Sberbank. Visa Gold is one of such "educational" products. In Russia, the concept of "premium class" is not treated as a genealogy, as in Europe, it is associated with high quality of service and an individual approach to the client. Therefore, potential clients are another category of the population, which has a smaller state, but is able to serve this card with benefits for itself. Such people are principled, know how to earn and count money, meticulously interested in all the intricacies of service and bank rates from Sberbank. They calculate their turnover, and in case of their annual excess in the equivalent of $ 6000, they try to get a gold card on a preferential tariff plan, making maximum use of the tariff advantages of Visa Gold.

Sberbank, providing the client with a "gold card", also provides its benefits, unaccounted for in tariffs. Judge for yourself: at American airports, hotels, 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 counseling "call a friend" from the concierge service, 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, professionalism of the staff of Sberbank, serving VIP clients. After all, in the premium segment, a situation is possible where only three to seven clients bring the largest bank incomes to the branch. As practice shows, when servicing Visa Gold cards, it is most likely that an aggressive advertising campaign is important, and compliance with the principle of exclusivity.