Maintaining contacts on the part of the bank with (major) customers, whereby not only personal visits and telephone calls play a role, but also social events (social events such as birthday parties, carnival sessions, Christmas celebrations, theater evenings, excursions, exhibitions) and invitations at home (private invitations in the house of bank managers). The bank customer is to be transformed from a mere consumer (“milking cow”; dairy cow) into a partner (bilateralness: affecting the bank as well as the customer; two-sidedness) and friend (familary friend; confidant). Whether such ties actually benefit the bank in every case is difficult to assess. – See churn rate, Advance Letter, bank management, regulatory, user friendliness, relationship banking, grounding, canvassing, house bank, customer retention, customer entrainment, customer caregiver, customer centricity, McDonaldization, post business, local bank, post sales management, rainmaker.
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University Professor Dr. Gerhard Merk, Dipl.rer.pol., Dipl.rer.oec.
Professor Dr. Eckehard Krah, Dipl.rer.pol.
E-mail address: info@ekrah.com
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https://www.gerhardmerk.de/