Photo: Sber press service
In the next 10-15 years, companies will shift their focus from customers to human interaction, said Alexander Vedyakhin, First Deputy Chairman of the Board of Sberbank.
“We believe that within 10-15 years, market players will either adapt to a human approach or leave the market. The consumer model, in which the customer is seen only as a source of income, will become a thing of the past,” Vedyakhin said at the Bank of Russia Financial Congress.
The vice chairman of the board pointed out that the new era business will treat the person as itself, strive to help the customer be flexible and adaptable in an unstable world, and also meet and exceed customer expectations.
According to him, a person-centred approach to finance involves, for example, introducing wellness services that help people formulate long-term financial goals, create opportunities and develop habits to achieve them. Vedyakhin clarified that in this regard, first of all, the bank should support the client in developing motives for initial savings.
“By understanding the context of a person’s life, we can help formulate goals and show possible development options,” a Sberbank representative explained.
It is also important to help a person to make their first savings. To do this, it is necessary to explain the mechanism of periodic micro-investments, offer game mechanics and promotions, as well as advice on spending in various life situations. Another important point is to teach how to consciously manage the accumulated capital.
