Mats Holmfeldt is the manager of the business area Home Financing at Swedbank and is in charge of the banking group´s business development, marketing and sales. He was employed about three years ago and the biggest challenge was to turn the downward trend in the market share of home loans.

- This downward trend had persisted for a decade and we had to take some measures to reverse it. It has been challenging at times but working together with a clear focus we managed to reverse the trend. Johan Eklow and the process of Lots^® have helped us immensely in our high-level discussions and our business planning, Mats Holmfeldt explains.

He continues:
- The very first step was to try to change the customers´ image of us, as they perceived us to be expensive. Measures were taken and in 2006 we could see the results of our efforts. Our market share in Sweden increased from 24 percent to 32 percent and we can see clear signs that the trend is upward in 2007 as well.

The business area Home Financing has focused on several sweeping changes to accomplish this turn-around, but above all on the communication process within the company.

- We emphasized the most important issues throughout the entire organization. Everyone knew that the bank was putting a great deal of effort in Home Financing and that they should intensify their efforts to increase the business. As I see it we have succeeded to change our image so that we now are perceived as competitive. Our customers know that Swedbank is a bank offering competitive products with good terms and conditions.

How will you continue to work?
- We will continue to work with the same clear focus as before and we will also continue the co-operation with Johan Eklow for our high-level discussions and business planning. We have a close co-operation with one of Sweden´s largest real estate agents and we are now focusing on how to improve our co-operation and becoming even better partners to our customers. We are also focusing on the development of a competitive offer in home financing to other banks´ customers. We want to offer the best alternative.