According to the Prosperity Report released by the real estate consulting group Knight Frank (UK) in 2024, Vietnam had 752 super-rich people in 2023. This number is forecast to reach nearly 1,000 super-rich people in 2028, an increase of more than 30% compared to the present. In banks, this is also the main user group that brings in profits because according to the Pareto principle in business, 80% of profits often come from 20% of customers. Therefore, building a separate strategy to meet the increasing needs of the upper class is a priority for many banks. A recent study by Forbes magazine showed that up to 80% of rich people choose to show their class through personalized experiences. Not only do they like to live in villas, travel luxuriously, enjoy art... the upper class also care about health and personal life experiences. To serve priority customers with high asset value, many banks including SeABank have implemented priority customer programs with the message "Privileges of a luxurious life" including a list of privileges of nearly 600 services. 
Twice a week, Do Nam Anh (45 years old, Hanoi ) drives about an hour from the city center to the Legend Hill Country Club golf course. Although there are many other entertainment options, the U50 businessman still chooses this course because it owns 18 stylish holes with eye-catching green lawns and open views interspersed with natural hills and forests with sand traps that challenge golfers. When becoming a priority customer of SeABank and owning a SeAGolf Platinum credit card, this businessman often goes to Legend Hill Country Club because this is one of the privileges that the bank gives to VIP customers. Every time he comes to a golf course in the BRG system, he gets a 30% discount on daily golf fees and a 30% discount on golf practice fees. At the same time, all questions about practice schedules and booking schedules are supported by the BRG golf system's call center for SeABank's priority customers.
Ms. Anh Tuyet - wife of businessman Do Nam Anh, and also a Diamond customer of SeABank, also has personalized privileges to serve her own needs. Every week, she enjoys separate services for women at prestigious salons in Hanoi. "Financial incentives can be found at other banks, but hair privileges, which are very understanding and suitable for women, are the distinct highlight of SeABank," Ms. Tuyet said.
Golf or hair salon privileges are on the list of 580 incentives of SeABank for Diamond and Platinum customers. The priority customer program includes a series of golf course, resort, culinary , lifestyle privileges... tailored by the bank for VIP customers. In particular, from August 2023, the bank will deploy 7 privileges including: airport pick-up and drop-off service, lounge, afternoon tea, culinary, resort, golf, spa... for Diamond priority customers. Platinum customers will enjoy 5 out of the 7 above privileges. On the other hand, meeting high service standards for Diamond and Platinum customers also creates a premise for SeABank to improve quality and service to bring mass customers better experiences. Because when owning a certain amount of assets, the group of high-class customers need to have separate, impressive privileges to preserve emotional experiences, according to the bank representative.
However, SeABank representative also said that how to create a comprehensive experience of novelty, uniqueness, and emotions to serve the high-end customer group is not an easy problem. Therefore, when becoming a SeAPremium priority customer, customers are consulted and cared for by a team of Priority Customer Managers and specialized customer care. With the advantage of being well-trained and having a rich experience, this team can accompany customers on every financial journey, from saving to investing to increase assets. In addition to the team of consultants, the bank representative said that SeABank invested in designing the transaction space for priority customers with a customer-centric orientation. Currently, Diamond Park 16 and BRG Tower branches are not only places to conduct consulting and banking transactions but also meeting places for high-end customers.
In addition, fast track (fast check-in) at Noi Bai and Tan Son Nhat airports is also one of the privileges for SeABank's priority customer groups. This service is especially suitable for busy customers who do not have much time to do the procedures. At the same time, the bank also offers 5 times of airport pick-up and drop-off service for these customers. SeABank representative said that the bank creates separate privileges according to the formula of "putting customer experience first". The bank always aims to meet all financial needs and bring added value to priority customers. Products at SeAPremium are tailored to the needs of the segment, maximizing benefits for customers. "Not simply providing banking services, we want to listen, share, and accompany customers in every moment of their lives," said the bank representative. In the future, SeABank will focus on building more healthcare services and expanding the customer segment that receives privileges. The incentives for elite customers will not only apply to priority members, but their families and relatives can also experience these privileges.
Content: Hong Thao
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