* Mahmoud Nouri Shamsabad * Now, after looking at the most valuable banking brands in 2014, and comparing their five-year trends, as shown in the table below, despite the various financial and economic crises around the world that are clearly one of the largest centers of its work It has been a network of banks, and these financial institutions are still one of the most reliable economic roles in the world, and despite the various risks and risks, they are firmly established in the business.
We know that in the process of creating value, by providing a happy moment for a customer or providing a happy environment for him, one can create an emotional relationship and, as a result, create loyalty that ultimately leads to profitability and maintains and increases market share. Due to the type and nature of the non-essential services and products of banks and credit institutions, the group of jobs is naturally more labor-intensive than the other businesses that have solid products, as well as creating a distinction and attractiveness for customers (as two prerequisites for gaining value). To meet customer demands and ultimately gain value for money from customers.
The yearly rating that you see in the table below is just a direct comparison of the brand value in banking, which is ranked against each competitor against the risk factor of each bank, which ultimately reflects the brand's financial strength.
With this introduction, we will look more specifically at the top of the table below, namely, Walesworthy, a bank with over 160 years of history over the past 5 years, and in a tight competition, has been able to keep its top positions.
The bank, now managed by John Stumpf, has been so well-known and well-known that it will have a positive relationship with more than 70 million customers, and will eventually rank first in the most valuable brand in the past year and this year. .
A bank that is sure to have sympathized with more than 270,000 employees who has been able to create such a massive move and improve its credibility to bring its net profit to over $ 19 billion. But how do you really get this success? To answer this secret question, let us look at the ideas of Walesworth in order to see how different the thinking and practice of this bank is in the vision, mission, and values that this is with our customers.
Well-known and trusted. (Table 1)
Wellsfargo looks more at hiring and attracting people than "how much the customer will care about the customer, not how much he knows."
Therefore, we believe that "we attract the best people, make them the best managers in the industry, and we accept the fact that some of them will become the CEO of other companies in the future." Wellshorough believes that human resources, the centerpiece of culture It is a bank and it says the bank's culture as follows:
"We know what to do in the morning, without anyone telling us what to do."
In the end, we propose that all our banks and credit institutions, especially those who are leading the way, will be there.
Individual or unit in their organizational structure, with the help of its capable individuals, to assess and measure all competitors (internal and external) activities on a daily basis through the extensive communication chaels of these days such as the Internet, so that if necessary And in a competitive atmosphere, by iovating and dynamizing those designs, they will be proposing new bank plans to their collections. In this space, organizations become more dynamic and professional, and customers enjoy a variety of products in the country's banking network.
* Deputy Head of Samen Insurance Credit Institute and member of Iranian Management Board
