Not the best times for the best clients
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There are three winners in the Frank Premium Banking Award 2022, presented on Wednesday, November 2. Alfa-Bank, Sberbank and Tinkoff-Bank announced their victory. Someone has become the best bank for premium services, someone has become the best for Top Affluent clients, someone has become the best digital bank. And to find out, representatives of Frank RG conducted a serious study: they studied 29 premium programs, conducted interviews with heads of specialized banking departments, and organized a survey of over 6,000 premium segment customers.
However, the segment itself is going through hard times. According to the study, for the first time, the amount of capital of premium clients decreased, while at once by more than 1 trillion rubles – from 8.78 trillion rubles. in 2021 to 7.53 trillion rubles. in 2022. The average amount of capital of a premium client decreased by more than 20%, to RUB 1.83 million. This indicator also decreased in 2021, although significantly less, by only 2.1%. But then the total number of bank customers in the segment of more than 4 million rubles increased by 18%, and this year it decreased immediately by 9%.
Moreover, despite the distribution of premiums to the best banks, the proportion of customers who are not satisfied with premium services has grown significantly. If a year earlier there were more than half of satisfied customers (50.6%), this year their share was less than a third (32.9%). At the same time, every fourth client (23.5%) considered himself dissatisfied a year ago. Now every second person (45.6%) expresses dissatisfaction.
Perhaps this is due to the actions of service personnel, since, according to Frank RG, customer satisfaction has decreased both with service in branches and with the work of personal managers. As a result, for the first time in the history of analysts’ observations, an increase in the importance of human service, not technology, was recorded. If in 2021 there were slightly more than half of those who considered human service more important than digital (50.2%), then in 2022 their share reached 55.5%.
Against the backdrop of a decline in the number of premium clients and the total amount of capital they place in banks, this may not be the main factor. And in order to attract premium customers next year, banks will have to invest heavily in the development of personal services. And these are the most costly elements of working with a privacy audience. But as Frank RG analysts rightly noted in the study, the recipe for success today is not a matter of profit growth, but a matter of business survival.
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