The principal keys in South America for 2009 have included: proper management of customer spread, austerity in costs and strict policies on risk acceptance. The banking penetration strategy implemented in 2007 has allowed the area to increase the customer base in 2009. This plan concentrates on payroll customers with whom the area is intensifying its loyalty initiatives. Moreover, the area has backed a relationship banking model based on offering an accessible and differential service that adapts to the needs and preferences of every segment. Deeper knowledge of and familiarity with the market, its trends and consumer behavior in each country where the Group operates have been necessary to implement this model.
Growth in 2010 is expected to be sustained in the region through:
- The re-launch of business through greater dynamics in lending, an increase in customer base and increased customer loyalty in those with greater credit quality.
- Continued improvement in service quality favoring a more solid and satisfactory relationship with customers.
- Promotion of cross-selling.
- Agile risk admission and reinforced structures for monitoring and collection.
- More weight of alternative sales channels.
And this is all done without neglecting cost management, asset quality, or the reputation and image of the BBVA brand in the region.