Being a “priority banking customer” as the
title suggests is being eligible for premium or special services from your
bank. While the idea of being eligible
for premium banking services is no doubt appealing, it can at time come with
associated charges. So, it is good to understand the general scope of priority
banking services that are offered by almost all leading banks in India.
“Priority Banking Services” are premium
services offered by banks to their customers who match their eligibility criteria in terms of level of transactions on their
banking accounts, banking accounts balance, and/or number of years of
association with the bank. Banks offer several additional services to retain
and maintain relationship with their old high net worth customers, who can
potentially offer incremental profitable business to the bank.
Some (indicative list) of the common
services/facilities provided to priority banking customers are:
1. Premium credit
cards or debt
cards free of cost
2. Zero charges on RTGS and NEFT transactions via online banking.
3. Cheque pick-up facility.
4. Zero charges on balance enquiries.
5. No charges on cash withdrawals when you
transact on other bank ATM in India.
6. Completely free Cheque book payable at any
bank branch in India.
7. Concessions in locker rent
8. Free Demand Drafts
9. Access to exclusive lounges and other areas
10. Exclusive Relationship manager
So as you would
understand, many of the above benefits are small convenience based facilities
and do not offer any significant benefit to the banking customer.
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Obviously, where
banks offer priority banking services free of cost, there is no harm in
accepting the offer However, in several cases, a bank expects the customer to
maintain high minimum amount balance in his account or pay additional annual
fees to avail priority banking services.
Further, while there
might not be any annual fees, one needs to be careful as what services are
offered free of cost of under priority banking services as the banks may still
be charging customers for some services.
One also needs to understand, that with the
advent of ATMs, online and mobile banking, a rapidly growing section of regular
banking customers have limited requirement for facilities such as Cheque
pickups, demand drafts or a need to make branch visits quite often. Anyhow, for
a large majority of customers, banking needs are basic and limited to
depositing and withdrawing money with occasional requirement of a demand draft.
Hence, for these customers, becoming a
priority banking customer by paying annual charges or keeping higher account
balances may not make any financial sense. Priority banking services may appeal
for banking customers who are not technological savvy and have a high
dependence on banking to meet their business requirements such as bulk Cheque
or cash deposits, cash management services and frequent requirement to make
demand drafts.
It is for these customers, the additional
services/features that come with priority banking may hold potential value. If you are one of the high usage banking
customers, you can surely look at priority banking services to avail the extra
comfort that come along. However, do remember to assess your banking
requirements and do a cost benefit analysis of availing priority banking
services.