In the branch, the
mass affluent should be offered a differentiated service that evokes a sense of exclusivity. The best retail bank branches provide a hotel lobby-style appearance, concierge, and interactive
information. Customers have immediate access to staff, and can call ahead for appointments with specialists.
Banks should offer dedicated phone numbers for mass affluent customers. They may call in to the same call center as all other customers (though they won't know it), but their calls will be immediately routed to people who are specially trained to meet their needs.
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