Affluent customers are usually spoilt with attention from financial and credit organizations: banks strive to create the most comfortable service conditions and the most complete product range. Today, the head VIP-client services at Narodniy Credit Bank, Eli TARANTO, talks to NBJ about how Narodniy Credit Bank attracts clients as well as what kind of services and preferences will be offered by the organization to the affluent persons.

NBJ: Eli, could you inofrm us about your philosophy of servicing VIP-customers and tell us what kind of services the VIP-banking includes?

E. TARANTO: Narodniy Credit Bank gives special attention to relationships with VIP-customers and those clients who have huge potential and for whom we try to provide all necessary conditions for growth. VIP-client service works similarly to the organizations of VIP-customers them­selves, which means that all issues will be solved directly with the bank management in a constructive and sometimes informal environment, and any negotiations take place in an atmosphere of partnership and trust. Each customer becomes a member of NK Classified concierge service, which assists the customer in running his/her lifestyle and business affairs. A distinctive feature of this service is a highly qualified European team providing not only unique privileges but also the keys to doors which are often closed, in spite of the customer's status.

NBJ: What is a concierge service and what can the bank's clients using this service expect?

E. TARANTO: A concierge service is a special section with a proactive attitude to the development of business and personal wellbeing of the customer. This is especially important for Russian clients wishing to receive a high level of service abroad, with their status being acknowledged locally. Narodniy Credit Bank is a partner of its VIP-customer and we fully understand that status comes with a lot of expectations; therefore we treat such customers with all due respect. The Bank's products and services are implemented in such a way as to provide the most optimal result - that is the most important aspect of what we do.

NK Classified works based on the model of a British concierge service and provides truly unique capabilities, such as assistance in organizing international negotiations, starring in a Hollywood film or having dinner with a star. Our customers enjoy significant benefits when booking a private jet. We can arrange an introduction to representatives of European aristocracy for direct acquisition of works of art, if requested. The service can arrange meeting of a client at the reception hall of Her Majesty at London Heathrow Airport, as well as offer a special adaptation program to those clients who need to join high society of a certain country. The service has access to exclusive real estate worldwide.

NBJ: A new branch of the bank for servicing VIP-clients will soon be opened at Kutuzovsky Prospekt What kind of attention has been paid to the design of the branch?

E. TARANTO: The design has combined art deco and high tech styles. Fireplaces on LCD-monitors help to create a warm atmosphere. We are also planning to make a bar and a boardroom there as well as to place aromatic ionizers, which change their scent, based on the event taking place in the room.

NBJ: Many Russian banks provide VIP-servicing in one form or another. What will you actually offer in order to attract the affluent customers to be served in your bank?

E. TARANTO: As I have said, Narodniy Credit Bank has chosen a proactive strategy rather than passive support. We offer them new possibilities. The most important thing for a VIP-customer is a recommendation. Every service we provide is a potential recommendation, a potential client. That is a pledge of quality of our service. We understand that our only and the most effective advertising is our result.