Straight talk
GLOBAL CONFERENCE
Erszébeth Baerveldt - NOAH- TROJE 2001 - Bronze, brass
(Rabobank art collection)
Thinking ahout business from the client's
perspective is as vital as teamwork for
continued success. Hence cliënt involvement
was a distinctive feature of both GFM events.
At the first event, participants were shown a
confronting taped interview with two major
clients: KPN N.V. and Alliance Leicester plc.
At the second event, these clients were joined hy
three more key clients, Delta I.loyd, Robeco and
Global Liability Management, to continue more
in-depth discussions of Rabobank's strengths
and weaknesses. These took place in small
groups in the 'cliënt zones'. It was an ideal
opportunity to hear 'from the horse's mouth'
exactly what clients think of us and what they
expect. Here's an extract from some of the
discussions:
Q: Why do clients do business with
Rabobank? What are our strengths?
Client: We do business with Rabobank because
you have a competitive offer. Also, you show
commitment and support for us, so we continue
to do business with you in the areas where you
are capable. We like working with relationship
managers over a sustained period because it
creates stability. The cliënt coverage we get from
the sales team is open and you listen, and show
a willingness to structure products to meet our
needs, albeit you may not be able to deliver
within the time frames we want. Also
Rabobank's focused knowledge provides a
competitive advantage and that's a definite
strength. Your intellectual expertise is another
strength.
Q: How does Rabobank compare to its
competitors?
Client: Some perform better, particularly on the
after-sales service aspect. Also, your competitors
often have quicker response times. A quick
response is not only important for our decision-
making but gives us more confidence in your
abilities. By not responding you are creating a
negative image. Perhaps you don't have the
exposure anymore, or you don't have the
information. Either way, it's not good news.
We won't recommend you to others and we'll
be less inclined to do secondary business.
Every shopkeeper knows that a customer who
has a bad experience will share it with at least
three other customers, while good experiences
rarely get discussed. And people will pay more
for good service.
Q: Besides our slow response times and
lack of after-sales service, what else do you
perceive as our weaknesses?
Client: If there is a sales pitch, there is only one
opportunity to convince a cliënt that Rabobank
18 Rl The Word I