• strategy+business, Tuesday, January 22, 2008 2:30 PM

Top-performing banks around the world are tailoring their services across all channels to adapt to the preferences of mass affluent customers--a small but increasingly influential segment. Although mass affluent customers are 30% more likely to prefer the online channel, banks can still target them by enhancing their experience in the branch and on the phone.

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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