WORLD WIDE HNS SANTIAGO
Standardisation
Client benefits
The agri bank
Marcela Guevara, Marketing Manager (34) ex-HNS:
ness) clients was a strong indicator; but obtaining a clear idea
of staff quality was not easy. "So we made a few random checks
and did some more research before the final decision. Our clas-
sifïcation system showed no weak links. Things were OK".
Six months on, it would be interesting to find out what Gieskes
has encountered since the takeover. He smiles, 'To start with
the territory! Chile is 18 times the size of the Netherlands. The
country's north-south distance of 4300 kilometres is like Helsinki
to Casablanca. In the north the country is bone-dry desert and in
the south a soaking wet and windy Patagonia. Antarctica is 'only'
just over the water. You learn to deal with the distances". Taking
over HNS Banco gave Rabobank ten new offices located from
the northern Antofagasta to the southern Punto Arenas.
One operating difference was approval procedures. Gieskes had
to adjust. "Providing loans, processing and booking out are done
rather differently here". While he changed some of the approval
procedures he hastens to add this was not about imposing his
own doctrine; "it was about standardising administrative pro-
cesses to win trust. Now it's working well".
Press, analysts and clients welcomed Rabo's arrival. Though some
existing clients had to get used to the Dutch approach, which was
a little different but certainly faster than the past. So, efficiency in-
creased and people recognised the benefits. Gieskes: "For instance,
clients used to have a separate account manager for leasing,
factoring and banking. Now they have the one trained contact who
co-ordinates all the work.They like that". They also appreciate the
absence of shareholders, who only want to know how the share is
doing. Gieskes: "Rabobank's co-operative character is another plus.
I deal with an executive board rather than the sentiments of the
markets. This is also appreciated here".
There are alsofinancial benefits. Gieskes: "HNS Banco had little
access to long-term funding. But Rabobank has. This is useful in a
fluctuating sector such as agriculture. So we can help people out
simply by prolonging credits or adjusting interest rates". For times
to come, better service is a key target. Gieskes expects the cliënt list
to reshape as a result. "I expect to refresh half the portfolio by April
08, of which 30% will be new business. This will result in a better
match between our clients and us as a financial service provider".
Gieskes lives just outside Santiago with his wife and three chil-
dren. They all love it. The environment is magnifïcent. "It takes
me 15 minutes to take my dog to the Andes and we are only
an hour away from a winter sports area". How does emotional
Latin America affect a sober-minded Dutchie? With five happy
years in Chile and another year's contract, Gieskes is no doubt. "I
will always be a Dutchman, always remain a foreigner. But that
has benefits. You see things differently, and people recognise
the added value of a new viewpoint. Amazingly, we Dutch dare
to take greater risks; I guess it's in our trading traditions. If you
believe in something, you try and make it happen. That is the
mentality I try to bring across. Here people are more careful; they
have had a tough history".
His ultimate aim with Rabobank Chile? "We want to become
known as 'Chile's agri bank' across the whole country - in five
years' time 20 to 25 offices that will all be considered 'the bank'
of their region. We need to build trust and competence, and to
do that we will have to invest in marketing. Together with HNS
Banco we will succeed. I am not a romantic, but would still dare
call the partnership 'a match made in heaven'
"For me the acquisition is a big challenge. The expansion will encourage us to not only brand
Rabobank in our main regions but also change the whole vision about a financial services
provider as part of society and, more than providing services, be part of the community. This is
something unusual in Chile. We will learn from the best practices of the 'Rabobank World' and
mix the cultures and ways of doing things. From the marketing point of view, we will be open
minded and develop the skills needed to simply do the best. Cutting edge activities to show
the Chilean market the stamp of Rabobank, will be our main effort".
22 ISSUE 15 JANUARY 2008 THE WORD
