De bejaardenjagers van de Rabobank
Leuk bericht in The Banker. Circa 50 gepensioneerde Rabobankmedewerkers proberen zoveel mogelijk ouderen te helpen te starten met internetbankieren.
Their tactics: to be invited to care homes to teach residents en masse how to use computers, surf the web and make the most of internet banking. Their reward: the satisfaction of passing on their internet expertise to people only a few years older than they are - while simultaneously helping their former employer. It’s an unorthodox but successful strategy that has added about 70,000-80,000 internet banking customers. It isn’t costing Rabobank a cent, except for the recruiters’ travel expenses. And it is a strategy that has not been copied by the bank’s competitors in the Netherlands - mainly ING and ABN AMRO - nor, to the best of its knowledge, by other banks abroad.
Bron: The Banker december 2004
Dat is toch wel bijzonder om zo’n unieke benadering uit te vinden. Rabobank is op dit moment de grootste internetbank van Europa, met 1,6 mln klanten. Ze zijn zelfs groter dan Egg (1,5 mln), Credit Agricole (1,4 mln), de Duitse Postbank (1,3 mln) en Lloyds TSB (1,3 mln).
De strategie van de Rabobank is zo dicht mogelijk bij de klant te zijn:
is to keep as close as possible to customers, closer than any of our competitors can,” he says. The pensioner initiative for internet banking illustrates this point, but branches are still verymuch the bedrock of Rabobank’s retail franchise. It has the densest network of branches and ATMs of any bank in the Netherlands - 1322 branches (nearly 40% of the nation’s total) and 3026 ATMs (again, about 40% of the total). Being close to customer’s is not the only priority. The other is to provide as wide a range of products as possible. As Bert Heemskerk, chairman of the executive board, said when announcing the
2004 interim results: “The aim of Rabobank Group’s strategy is to be and remain the largest all-finance group and bank-near-you in the Netherlands.”
De Rababank heeft drie soorten filialen: Bank Shops, Advice Centres and Service Shops:
Bank Shops sell services to the mass market. “They look more like shops than banks,” he says. Staff are sales-oriented and there are no traditional tellers; customers wanting cash, to make deposits or to perform other basic services have to use automatic teller machines (ATMs). They are “high traffic” establishments, usually situated on busy street corners and high streets in cities and towns.
Advice Centres provide a more personalised service and advise to customers who have more complex needs — for example, the more affluent and small and medium-sized enterprises (SMEs). The centres have a sophisticated and comfortable interior design, more like consultants’ offices than retail outlets. Typically they are located on the periphery of towns and cities, making them handy for people and businesses in and just outside the suburbs, with ample parking.
Service Shops provide basic banking services, largely through self-service terminals, in rural areas and villages. They can be in traditional bank buildings; be mobile, travelling from area to area like library buses; or - in a new departure - be situated in a village shop, post office, town hall or other non-bank building.
- 23 December 2004
- Reacties (0)
- Permalink
