Introduzione in "Conoscere il Private Banking"

[Autom. eng. transl.] Private banking in Italy has undoubtedly been a success - evidenced by the significant or excitement of the assets managed and the number of competitors present in this business area - but has also undergone profound and significant changes that are changing the traditional relationship between customers and intermediaries. The demand has become more focused, demanding and aware and requires a concrete consulting contribution to the operators of the sector, who, for their part, are called to a greater dynamism in the relationship with customers and to an expansion of the range of services offered. In this perspective, the scenario analysis proposed in the volume is particularly useful, tracing the structural elements of private banking and the most widespread reference models, with the aim of outlining the competitive strategies that can be implemented in the Italian market. Equally useful is the deepening of the characteristics of the instruments and products designed to meet the needs of customers of high standing and functional to solve the problems related to the management of large financial, real estate and artistic assets. The volume also proposes a critical analysis of the choices made by the main Italian players in terms of organizational structures, distribution channels and strategies, information technology platforms and specific management processes, with the aim of seeking an organizational model that is consistent and functional with the strategic choice of customer orientation. The satisfaction of the needs of primary customers obviously requires the adoption, by the private banker, of tools and techniques, including communication and negotiation, adequate to establish a relationship of success and quality. The volume, the result of the contribution of scholars and sector operators, therefore intends to act as a reference point for presenting and disseminating the main evolutionary aspects of private banking activities, for the benefit of a wide and diversified audience of users.