Membership policy 23
From engagement to influence
A multiform member base is important for the representative quality
of the local management and supervisory bodies. Management
consults its members on the way in which Rabobank should
position itself in their particular region. Members have a say in the
service quality in terms of, for example, branch office network density,
opening hours and services. They can also determine what the Bank
should do with part of the profit and select projects that are eligible
for sponsoring. Active members enable the local Rabobanks to
closely monitor developments in their area of operation and to
translate these into matching services.
Customer preferences and trends
At present, 16% of all private clients and 40% of business clients are
members. Because Rabobank aims at personal engagement, it seeks
to obtain sound insight into the business preferences and personal
interests of its members through members' meetings, panel discus
sions and research.This valuable information enables the Bank to
further improve its services.
Greater loyalty among members
Analysis has shown that, on average, members use more services
and respond more often to special offers for new products and
services. In addition, a survey has shown that loyalty among
members is greater than among other clients. Also, their average
rating of the products and services supplied is higher. This high
member loyalty provides Rabobank with a sound basis for develo
ping its relationships.
The fact that one can become a Rabobank mem
ber distinguishes us from our competitors and
provides added value. I always tell my clients that,
as members, they can contribute their ideas and
have a say, that there are discounts and other
benefits, that they receive the U Extra magazine.
Many people are surprised because they do not
associate the word membership with a bank.
Most of them are attracted to the idea, though.
It brings the bank nearer to them. My client Arthur
Weijerman, who is a chef in Zetten, was the one-
millionth member of our organisation. He received
a Membership Certificate and Young Dynamic
Fund shares for his newborn child. Weijerman
loved it. He will be a member for life.'
Daniël di Giacomo, account manager, Rabobank