Santander decide abrir atendimento de alta renda a todos os clientes
Em um movimento ousado para a indústria financeira, mas que ao mesmo tempo já ocorre há muito tempo em outros setores, o Santander decidiu abrir a possibilidade de qualquer cliente contratar um atendimento de alta renda, sem precisar comprovar renda ou patrimônio, como acontece até então. A ideia de ampliar o atendimento, que deixará de ser “exclusivo” e se tornará “inclusivo”, é baseada na premissa de que não cabe ao banco decidir se o cliente pode ou não ter acesso àquele serviço - assim como uma loja não tem um departamento separado onde só os ricos podem comprar.
Hoje, os clientes pessoa física do Santander têm três segmentações de renda. A faixa de entrada, o Van Gogh (para renda acima de R$ 4 mil por mês) e o Select (renda de R$ 10 mil ou patrimônio acima de R$ 100 mil investido no banco), sendo que esse último grupo tem 600 mil membros. Além desses quesitos, o Select tem uma tarifa mensal de R$ 96,90. Agora, qualquer um poderá pagar essa quantia e contratar o serviço, que dá acesso a uma série de benefícios, como atendimento 24 horas por dia e sete dias por semana, agências exclusivas, assessoria profissional de investimentos, diferenciais e isenção de tarifas em serviços internacionais, e descontos e entradas em áreas VIPs de eventos.
A segmentação por renda ocorre em todos os bancos. No Itaú, o nível mais alto, chamado Personnalité, atende clientes com renda de R$ 15 mil ou R$ 250 mil em investimentos. No Bradesco, o Prime exige R$ 15 mil de renda ou R$ 150 mil em investimentos. No Banco do Brasil, o Estilo requer R$ 10 mil de renda ou R$ 150 mil de investimentos. A alta renda é muito associada com o cartão de crédito “black”, mas nesse caso o Santander não vai abrir para todos os clientes. O banco deixa bem clara a dissociação entre serviços - como o atendimento - e produtos, especialmente de crédito, em que a comprovação de um determinado padrão financeiro faz sentido.
Para anunciar a mudança, o Santander está lançando uma nova campanha de marketing, com três personalidades, que falam...
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