Finally, additional supplementary data for the activities of BofA, which were targeted at seniors, was obtained from the Internet.
These 3 look for methods had been chosen for your after reasons. The interview on the senior individual banker provided the perspective with the institution's programs and policies, which revealed its intent and techniques in targeting the senior population. However, because official representatives are possibly being biased in their representation in the details as a result of their affiliation, the utilization with the observation program enabled this researcher to gather objective information. Finally, the net obtainable a comprehensive tool for retrieving information about BofA from a wide number of sources for example internet sites and newspaper articles.
With a mission to offer individuals, modest corporations and organizations a wide number of items and services, the BofA caters to a several clientele that is certainly not limited to particular age groups. 1 of its goals illuminates a characteristic of BofA's targeted customer: "Attract and preserve profitable customers and reward them for bringing us much more of their business" ("The Bank of The us Journey, 2003 "High Standards," 2003). Therefore, regardless with the ages on the customers, the BofA is primarily focused on having and retaining consumers who can supply them one of the most profits.
Increased financial security: Members' buyer credit ratings and debit cards are protected by Total Security Protection" that includes features just like PhotoSecurity? and BofA's Privacy.
On another hand, the BofA has not maximized its capability to cater to an increasingly different older population, for instance those from minority backgrounds and individuals with disabilities. What constitutes a primary barrier on the institution's provisions of more than enough services towards the population is its limited perception of customers merely as being a techniques of making revenues and profits. Instead of focusing fully over a various requirements of all kinds of older customers, the BofA has primarily concentrated its efforts in attracting the young seniors who possess considerable financial resources. Therefore, the BofA has not sufficiently customized its number of services for older buyers who have distinctive concerns. This narrow thinking has thus resulted in BofA's failure to allocate enough resources to retrain bank employees or produce a department that is dedicated towards the formulation of programs formulated for seniors of all backgrounds.
"The Bank of America Journey, 2003 "High Standards," 2003 Client's reference??
Preferred treatment: Members can enjoy free banking services, unique rates on deposits and loans, along with bonuses for buyers that utilize certificate of deposit (CD) laddering. CD laddering enables CD clients to maximize their earning potential, though gaining regular entry to their funds. Furthermore, with the bonuses, members can withdraw amounts up to $2,500 on CDs without having incurring penalties.
Before determining regardless of whether BofA is serving its targeted population, the census data over a targeted older population aged among 55 and 64 will probably be presented being a means of comparison. In accordance with Smith.
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