The introduction of
a cooperative banking
model at RNA
COVER STORY RABOBANK' S WAY OF WORKING
Rabobank, N.A. (RNA) is a community bank with a strong
agricultural focus, providing banking services to individuals,
businesses and organisations in California through a network of
120 branches.The bank started the introduction of a cooperative
banking model following its 2010-2014 strategie plan, which
included a greater focus on cooperative values. Marieke de Rijke,
Manager Cooperative Banking at RNA, and Sander Middendorp,
Segment Manager Business Banking at RNA, explain how the
bank's cooperative model is taking shape.
One of RNA's main aims is to build a relationship with its
customers and the communities it serves, de Rijke says. She
explains that the cooperative model will both strengthen and
differentiate RNA within the market. "RNA is structured according
to a regional model. All nine regions can live the cooperative
values in their own unique way within the framework that is
currently being developed," she says. "One of the real eye-
openers for us was witnessing how people build communities
here. They create a strong community bond with active
participation and this ties in with the question we had been
asking ourselves: how can RNA become part of community life?
By creating a system that enables customers throughout the
organisation to have greater input on our strategy."
Middendorp says: 'To achieve this, RNA has initially established a
series of regional advisory councils and an Agribusiness advisory
board, with the aim of introducing customer focus groups."
Each region is led by a Regional President, who has a regional
advisory council made up of customers, who get together
three to four times a year. For instance, we would like to give
them a voice in deciding which events RNA sponsors and
perhaps even provide a budget to the community and let them
decide where they spend the money. However, the ultimate
goal is to empower the board members so that customers can
directly influence the bank's strategy. We see this as being a
mutually beneficial situation: if it's good for our customers and
communities, then it's good for the bank."
22 issue 29 oi RI WORLD
Francis^
Overview
of RNA
Branches
by 2011.
Branch RNA
Metropolitan areas
