STRATEGY AND GOALS

Alm. Brand's vision:

We take care of our customers

The vision – taking care – implies that we

• Take an interest in the needs of our customers and provide them with the understanding and decision-making basis required when choosing financial services 
• Are attentive to our customers as part of our day-to-day routines so that they feel we take an interest in them 
• Help and take care of our customers in the best possible way when they are faced with a new or unexpected situation.

The mission - our objectives and goals
We aim to offer high-quality financial services at reasonable prices to customers with "ordinary common sense". Our customers are private individuals in the agricultural sector or small and medium-sized enterprises operation in Denmark.

Objective

We have defined five ambitious goals for the period until 2012, which together will make us Fit for Fight and ready to strike once the economy recovers. We want to be better, more efficient and stronger. This means that we need to step up our game.

Goals

We rely on you to help Alm. Brand emerge strengthened from the crisis. You can do this by pursuing five goals, some of which you will already be familiar with, although several of them have been given a new focus.

The goals we have defined have a direct and positive impact on our skills and bottom line. The new goals have also been chosen, because as an Alm. Brand employee you can play a big part in helping us to achieve them.

Shareholder return

We must increase our earnings substantially by 10% or more. We aim for our shareholders to receive a return equivalent to the money market rate plus 10%. They have placed their trust in us by investing their money in Alm. Brand.

Enhancing earnings per customer

We must retain and enhance our customer portfolio in order to create added value. We must retain our market position and, at the same time, generate higher earnings. This means that we will have to review each and every customer exposure to make sure that the price customers pay and the terms they are offered make us a profitable business. We will communicate with, serve and spoil our customers so they will want to stay onboard for a long time ̶ ideally forever.

Loyalty

We want to have very loyal customers. We aim to increase our loyalty score from 15 to 20. We will ask our customers if they would recommend us to others, because customers who recommend us are loyal customers. Recommendations are also an excellent source of sales, and a customer's reply shows us instantly whether we provide the best possible service.

Commitment

We must be 100% committed. We all need to be committed in our jobs, to our customers and co-workers and to Alm. Brand. It is through our commitment that we translate job enthusiasm, motivation and satisfaction into results and change. We need to constantly think about how we can do things better and how we can make a difference for the group.

Efficiency

We must be efficient. We aim to save 5% annually. Costs must be kept at bay, although wages increase automatically. We need to run better, not faster. We must use our tools correctly and make the most of our time. This is the way to retain our customers and to ensure profitability.