Bradesco’s CEO Luíz Carlos Trabuco Combines Conventional Advertising With Innovative Technology To Reach Bank Customers

The Brazilian banking industry is embracing new startup companies. Technological innovations are hitting the Brazilian marketplace at warp speed. Banks and other businesses are trying to stay ahead of the tech curve.

Banco Bradesco’s CEO Luíz Carlos Trabuco is not wasting any time getting his bank ready for more foreign investment and some long-needed relief from non-productive government regulations.

Luíz Carlos Trabuco is not a stranger when it comes to initiating new technologies and better banking systems. After all, Trabuco is a long-term banker. He is a banker’s banker when it comes to making money. The art of making money isn’t easy. Making money in the banking industry comes with experience and plenty of “hard knocks.” Trabuco’s banking career began at Bradesco in 1969. Back then, Luíz was a college graduate looking for a job. His degree was in philosophy, so it was a stretch for Bradesco’s executives to hire him back then. Most new bankers have an accounting or finance degree. But Trabuco’s work ethic and his ability to relate to people gave him a leg up on the banking table.

Trabuco was happy to accept any position in the early days and he did. He went through the banking ranks, and he was given the title of director in 1984. In 1989, he was one of Bradesco’s vice-presidents. When the bank asked him to manage their Seguros insurance division in 2003, he didn’t hesitate. Luíz was president of Banco Seguros for five years. That division was responsible for increasing Bradesco’s profits by 30 percent in 2008. And that was the year, Trabuco got the president’s job. He finally got to the top of banking mountain, and he is a big part of the bank’s success. Twenty years of banking experience was just the beginning of his long and successful career. And he is proving that with a new banking project.

Mr. Trabuco and his team put a Personas project in place that has the behavioral, attitudinal, and psychographic characteristics of the 26 million Bradesco account holders in its data base. According to bradescori.com.br the project has personal communication features thanks to individualizing and stratifying the approach to customer service. The project is possible thanks to new technology that allows the bank to map all contact with clients in the several service channels. This new data identifies the client behavior and consumption, and that information goes into a behavior profile. Extensive client information, gives the bank the opportunity to structure bank actions, so clients receive the best possible banking experience, according to Trabuco’s marketing team.

The advantages of using this technology are obvious, according to Mr. Trabuco on tostoadv.com. The bank is able to capture and treat data faster and then transform it into information that enhances the banking experience for clients and bankers. Bankers are able to make decisions faster, and they give clients answers faster. The project also forces the bank to hire people who understand the technology that gets up close and personal to bank clients. Bradesco is not the only bank using this technology, but Trabuco believes the innovations his team put into their project will give them an edge over the competition.

The demand for working capital and short-term loans are the flavors of the day in the banking industry. Bradesco is one of the banks that will participate in Brazil’s economic recovery, according to Trabuco. But on Thursday, Trabuco was quick to point out the manufacturing and service industries are recovering, but it’s a gradual process. Mr. Trabuco told investors that economic growth is a “matter of when, not if.” Mortgage credit and loan origination activity is coming back, thanks to better mortgage credit terms and less unemployment.

Find more about Luiz Carlos Trabuco: https://www.youtube.com/watch?v=3xDktJglYEQ

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