AROUND 10 million Lloyds Banking Group customers could receive a reduced service under plans.
Documents seen by the Mail on Sunday reveal customers could be placed under a tiered system based on how profitable they are deemed to be.
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Clients put into a “low value” bracket would be given a lesser service.
Those who are deemed to be the most profitable, based on the products and services they buy, could receive a higher level of service.
The move would impact customers at Lloyds, and Halifax and Bank of Scotland, which are owned by the Lloyds Banking Group.
No changes have yet been made and it is understood the plans are theoretical at this stage.
But it could mean lower-tier customers facing longer waiting times on the phone, being put through to less experienced call handlers, being less likely to be offered a same-day branch appointment and encouraged to use “self-serve” solutions such as apps, instead of phoning or using a branch.
The papers also reveal the top 25% of customers could have their call waiting times reduced from 15 minutes to just 15 seconds.
Those put into the “low value” group would account for roughly 30% of customers.
They would include pensioners and those with assets and savings, but who do not go overdrawn or buy other products which boost Lloyds’ profits.
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James Daley, founder of campaign group Fairer Finance, branded the plans to offer different service levels to customers of the same products based on their wealth “deeply cynical”.
He added: “You can’t have a secret algorithm that discriminates against 10 million customers across an entire product range.”
A Lloyds spokesperson said the group was “looking to deepen relationships with existing customers and develop a mass affluent offering”.
They added: “This means we will continually look at ways to tailor what we offer to meet the changing needs of all of our customers.”
But it is understood Lloyds does not plan to reduce service quality or take anything away from other customer groups.
Banking services will continue for all customers, including over the phone, video call services and mobile and online banking.
Marco Longhi, Tory MP for Dudley North, said it was “sad” to see Lloyds treating customers with “such apparent callousness”.
He added: “My message to Lloyds is to look after all your customers.”
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