Cris Duclos
executive director of Marketing and Experience at SicrediGraduated in Business Administration, postgraduate in Marketing from ESPM and MBA in Business Management from Fundação Dom Cabral and specialization from Kellogg School of Management. Having worked in large companies, he has worked for over 20 years leading business transformation and expansion, building brands and structuring areas, with a focus on generating value for the client.
Prerequisite for a reputation that generates value, cTrust is an essential element in relationships and business and of great relevance in the financial sector. At the head of marketing Sicredi, Cris Duclos states that trust is the basis of the good reputation of the institution, which has more than 7 million members and net worth of around R$ 37 billion. “This is what makes members consider Sicredi as their great partner, a reference when they need support to deal with their financial issues”, he says.
Check out three questions about trust below for Cris Duclos, executive director of Marketing and Experience at Sicredi:
1. When you think of trust, what three words come to mind?
Partnership, transparency and ethics.
2. In relation to the gains generated by trust for your company, which would you highlight as the most relevant?
In the financial segment, trust is an essential attribute, as we take care of people's financial lives. Research shows how much Sicredi establishes a relationship of trust with its members, the result of the proximity and humanized relationship of our cooperatives, the genuine interest in people and the purpose of building an increasingly prosperous society together. This is what makes members consider Sicredi as a great partner, a reference when they need support to deal with financial issues. Trust is the basis of our good reputation and has enabled Sicredi to grow solidly over the years.
3. Among everything your company does to gain and maintain trust, what are the three fronts/actions that you consider essential?
Trust is a consequence of experiences with the brand over time and at every moment of the journey. We strongly believe in a close and humanized relationship to strengthen this relationship of trust. We also invested in digital, as we know that being close to our associates is essential so that they see us as a partner, who they can count on through the channel they prefer. We are also working on a national campaign, so that our brand is better known throughout Brazil. After all, people only trust those they know. Trust is one of the priority attributes of our brand, which is achieved through the combination of the strength of our institution and being ethical and transparent in all our interactions. We always want to be the partner that our more than 7 million members can count on and trust.
