Management and Strategy the Acquisition of Banco Real Reinforced the Aspirations of the Grupo Santander Brasil to Be The
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1 Management and strategy The acquisition of Banco Real reinforced the aspirations of the Grupo Santander Brasil to be the best bank in Brazil 1 The goal of the Grupo Santander is to be the best and most 4. To create the most recognized and attractive brand efficient bank in Brazil by 2010. An essential part of the strategy among all banks in Brazil. This objective carries with of growth, the acquisition of Banco Real in October 2007 was an it values such as loyalty, pride, transparency and respect, important step toward this goal, in addition to strengthening the which provides the credentials for the Organization to be foundation for achieving the four objectives that make up this ideal: a leader in attracting and obtaining the recognition from the public’s with which it works. 1. To be the best bank in Brazil means adding value to its shareholders, which includes efficiency in its spending, The integration of the two institutions finds its greatest strength enhancing the value of the brand, winning and retaining in complementarity. Geographically, the Grupo Santander Brasil customers and obtaining results in the short and long term. strengthens its ability to operate in the states of the Southeast and South, such as Minas Gerais and Rio de Janeiro, which increases 2. To be the best bank in Brazil in terms of client its distribution capacity. In the conduct of business, Santander’s satisfaction. To achieve this objective the bank uses strength in the Retail segment, and Real’s strength in the differentials such as segmented services, competitive costs, Wholesale segment combine to provide a more balanced portfolio. efficient and effective processes, innovation in dealing with In products, the combination of Santander in credit cards, payroll the needs of customers, integrated services among the loans and insurance; and Real in automobile financing and channels, quality and services and, above all focus on the personal credit, made it possible for Santander to almost triple its focus of the client. share in the credit market*, from 5% in 2007 to 14% in 2008. * Free Credit 3. To be the best bank in which to work, with employees who are engaged and enthusiastic, teams that are trained and qualified and capable of assuming leadership positions in sustainability. NETWORK NETWORK •Concentration in São Paulo • High capillarity in the Southeast Region and an important SEGMENTS presence in the Northeast • Strong position in the Medium Income and Public Employee SEGMENTS segments • Strong position in High Income and Small and Medium-Sized BUSINESSES Companies • High growth in credit card segment (+2.5% of quote in three BUSINESSES years) and payroll loans • 12% market share in automobile • High penetration in the insurance financing (CDC + leasing) base of accountholders • High penetration in the credit base of accountholders COMPETITIVE ADVANTAGE • Innovation in products, COMPETITIVE ADVANTAGE internationally solid brand • Client satisfaction • Focus on business productivity • Focus on customer relationships Annual Report 2008 9 Strategy and management 2,089 BRANCHES FOCUSED ON THE SOUTH/SOUTHEAST (74% of GDP) North: 4% GDP Quota: 5% Northeast: 13% GDP Quota: 7% Center West: 9% GDP Quota: 6% Southeast: 57% GDP Quota: 16% South: 17% GDP Quota: 10% INFRASTRUCTURE • 3,592 Points of Sale • 18,115 ATMs • More than 8.5 Million customers that are active accountholders The above map is an illustration and does not show the details of the capillarity of the Grupo Santander Brasil. 10 Annual Report 2008 1 Added to this, are the gains from the exchange of experiences The Grupo Santander Brasil also has tools to measure eco- between each institution in the conduct of its business and the efficiency to help control and provide support for the reduction application of efficient tools and processes. The alignment of the in the consumption of materials and energy. Over the year, the two cultures, also complementary, is another advantage that Group consumed 3,628 tons of office paper* and 282,699,927 reinforces the dissemination of values and visions capable of kWh of energy. The consumption of water was 1,097,107 m3, guiding the growth of the businesses and the individuals that make and the generation of trash in the administrative buildings up the Organization. totaled 2,030 tons. Compared to 2007, Santander and Real registered a reduction of 6% in the consumption of energy Therefore, the integration of the two banks is enhanced through and 5.6% in the consumption of paper. the merger of competitive advantages, such as product innovation, * Rolls, A4, A5 and legal, envelopes for Quick Cash from Banco Real; for Santander the international strength of the brand, commercial productivity only A4 paper. and the focus on the long-term relationship with clients, with the purpose of providing total satisfaction to this public. Employee relations Ethical conduct, transparency and continuous dialogue are the Management tools differentials of the Grupo Santander Brasil to assure a work The development and application of innovative management tools environment that is stimulating and participatory for its more is part of the strategy of the Group to assure the optimization of than 53,000 employees, which is reflected in the satisfaction of financial resources and the reduction of risks, offering its teams its clients. the necessary support for the performance of their functions and alignment among business areas. Among these tools are: Pró- Using various channels of communication, the Organization works mais, SuperBase, PANFI, Super Ranking, ARTE, MPI and the Sala to guarantee that the initiatives directed to the employees, as well Gol, all focused on the continuous improvement of the processes as its guidelines and strategies, are effectively followed, and have of the branches's network. the commitment of the teams. The activities to disseminate the culture and values of the Grupo Santander Brasil are an integral Pró-Mais was created in 2006 with the objective of improving part of strengthening our calling for retail activity as well as the service and simplifying procedures at the service centers. In 2008, vision that sustainability is part of our business strategy. the initiatives adopted in the scope of the program had resulted in increase of 21% in the branches’s productivity. One example of The shift toward sustainability is increasing and, to strengthen the this is the time spent for setting up personal credit, which was position of the Group with regard to this question, initiatives were reduced from 18 minutes to a little more than one minute, a promoted such as sustainability workshops tailored to each area reduction of 95%. Other results include an increase of 33% in the (Credit Cards, Consumer Credit, Compliance, Human Resources, sales of the branches and the reduction of 52% and the amount of Legal and various others). Between October 2008 in February paper used in this process. Over the year, paper consumption was 2009, 32 workshops were held involving approximately 1,500 reduced by more than 8.9 million sheets. employees from different areas. The event promotes a reflection about the idea of providing continuity to the definition of an action SuperBase was reintroduced in 2008 after two years of planning, plan so that sustainability will become part of the everyday development and execution, as New SuperBase. This tool makes decision-making process of the Grupo Santander Brasil. it possible for the Network professionals to identify the profile of clients and their specific needs, which drives the business, and In the area of Wholesale, for example, the emphasis on training provides a closer relationship with clients. In the same fashion, resulted in the realization of the Sustainable Attitudes and there is PANFI, which provides an analysis of the customer and Practice with activities for communication and training that prospect profile and concludes with an MPI – Next Interaction included approximately 1,000 individuals, from relationship Improvement. managers to top management. Among these activities are the Sunset Sessions meetings with experts touching on the fields of Other management tools adopted by the Organization are economics, social and environmental areas; the objective is to Super Ranking and ARTE, used to evaluate and recognize the expand our professionals’ concept of sustainability. (More performance of managers with regard to achieving established information about our in-company public is available in the business goals, and Sala Gol, aimed at training business chapter on Human Capital on page 50 of this Report). managers. Annual Report 2008 11 Management and strategy Customer Relationships Satisfaction Indicators The Grupo Santander Brasil is supported on the experience of the Santander and Real banks in developing their products and services in The indicators for client satisfaction are presented separately for line with the specific needs of the customers in all the business each institution in this Report because they involve different segments in order to be able to be a market leader in quality, with methodologies. Therefore they are not yet comparable. satisfied clients closely related to the Bank. The focus on close customer relationships and quick service is one of the foundations of Santander (1) the model for service that combines the strengths of each institution. Client satisfaction Satisfied 60% The Group strategy involves a well defined segmentation of Very Satisfied 11% customers. Therefore it creates and maintains specialized teams in Total 71% understanding the needs of different publics, from university students Survey Date October 2008 and professional workers at the beginning of their careers through companies of all kinds, sizes and sectors. The capillarity of the branch Banco Real (2) network, the adoption of efficient and clear policies, in addition to the continuing improvements in the tools and channels Client satisfaction of communication, are other differentials that guarantee the Note 4 37% necessary structure to satisfy and gain the loyalty of our clients.