Private Banking: Building a Culture of Excellence

Chapter 5

Putting Clients at the Centre

It is important to understand the wishes, fears, opportunities, and challenges confronting clients. They are the key drivers in terms of how we shape the organisation to deliver on the promises represented by the brand and associated with the high standards that characterise this industry. One of the great things about private banking is that it allows you to meet people who have much experience and who often have been successful in their lives and careers. You can learn a lot from them. These people come from different walks of life. Each one has a story, from the heiress representing the new generation of a noble European family to a self-made millionaire who started a company in Asia. Each day, it is possible to discover a new facet of an industry, or a country, some interesting fact about an environment, or to meet people who found the right idea at the right time and realised their dreams. Regular meetings with clients are an important part of the business. You need to understand clients thoroughly to ensure that your capabilities and offerings best suit those you are serving. These are people who depend on their banks to keep them informed and preserve their wealth. The following chapter presents an overview and touches on some pertinent topics related to this theme.

MAKING SENSE OF CLIENT DIVERSITY

How many kings can we serve? Private banking began in Switzerland almost 300 years ago when Geneva bankers started catering to the financial ...