Throughout the history of Bradesco, one of the largest banks in Brazil, few people have been as influential on the overall philosophy and the day-to-day operations as Luiz Carlos Trabuco Cappi. As the 67 year old banker approaches the end of his reign as CEO, his transition to the role of chairman of the board marks the end of a prosperous era. Yet it is likely that the bank will continue, largely uninterrupted, on the course that Trabuco Cappi has set for it.
From teller to the tippy top
Luiz Carlos Trabuco first came to work for Bradesco in 1967. Fresh out of high school, the 18 year old needed a summer job to begin saving money for college. With big dreams but few clear goals, Trabuco Cappi was thrilled to be hired on by one of the major banks in his hometown of Marilia, Sao Paulo.
Over the next ten years, the ambitious young banker would prove himself a capable employee and a quick learner. He also demonstrated a natural affinity for management, a skill that earned him the attention of his superiors and a string on steady promotions. Throughout the 1970s, he was able to put himself through night school at one of the country’s most prestigious universities. By the end of the 1970s, he had attained both a bachelor’s degree in business administration as well as a master’s degree in social psychology. And he had done all this while still working up to 60 hours per week in a long line of management positions.
By 1984, Trabuco Cappi had one of the most impressive resumes of any non-executive in the firm. It was in that year that he was tapped for his first executive role, heading up the firm’s marketing and public relations department.
There, he was able to put his vast knowledge of both psychology and the global banking industry to solid use. He quickly began to overhaul the way in which the PR department operated. Trabuco Cappi quickly moved to establish solid relationships with local media personalities in all of the markets in which Bradesco operated. This proved fruitful. By the end of the 1980s, Bradesco was acquiring new customers at rates it had never before experienced and its marketing efforts were largely considered to be a success.
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Then, in 1992, he was tapped to head up the company’s financial planning division. The unit had been struggling to turn a profit ever since its inception in the late 1980s. Trabuco Cappi began making immediately making changes to the division’s model of operations, implementing a new strategy that was closer to what the successful banks of North America were doing at the time.
Trabuco Cappi decided to create a tiered banking model, with Bradesco’s best customers getting the highest level of service. Prior to his running the division, Bradesco had a one-size-fits-all model of banking, with every customer receiving similar levels of service, no matter their importance to the company.
But Trabuco Cappi created a product known as Bradesco Prime. His idea was to go after the high-net-worth-client market with direct and aggressive marketing and a tailored service that would keep the most lucrative customers coming back. Bradesco Prime allowed the most important clients of the bank 24/7 access to personal bankers. It also included certain perks that included such things as complimentary stays at five-star hotels and first-class airfare.
The strategy of specifically targeting high-net-worth clients proved to be enormously successful. Bradesco soon had the market all but cornered, and the bank was flooded with massive amounts of new capital.
As Trabuco Cappi takes over the board of directors, such successes as these are all but certain to continue.
Learn more about Luiz Carlos Trabuco Cappi: https://www.brasil247.com/pt/247/economia/321809/Trabuco-assumirá-presidência-do-conselho-do-Bradesco.htm