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The Client Experience At BB&T

Key components of the client experience BB&T culture Community Bank structure The Perfect Client Experience Consultative Sales and Retention Process Integrated Relationship Management Associate engagement

Client experience validation Investments in the client experience Taking the BB&T client experience to new markets

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Culture Matters

To Create the Best Financial Institution Possible Be The Best of the Best!

Helping our CLIENTS achieve economic success and financial security

Creating a place where our ASSOCIATES can learn, grow and be fulfilled in their

work

Making the COMMUNITIES in which we work better places to be, and thereby

Optimizing the long-term return to our SHAREHOLDERS, while providing a safe

and sound investment.

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Community Bank Structure

BB&T is not a Community Bank, but it feels like one based on how we are organized and how we engage the client

The 27 regions give life to Community Banking, but the spirit of it permeates the entire organization

It manifests itself in collaboration and integration It is about:

Being close to the client Client advocacy: giving voice to the client Influence Partnerships across the bank Local, visible leadership Local decision making

Strategic differentiator since 1988

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Our Fundamental Strategy

To deliver the best value proposition in our market, recognizing value is a function of quality to price Our focus is on creating high quality, which results in the Perfect Client Experience

V= Q P

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The Perfect Client Experience (PCE)

Foundation of our sales and service culture It is in our DNA!

Not just about client service, it is about the client experience

We have to deliver PCE with every client, every time, every day to protect our brand

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Providing PCE By Putting The Client First

CLIENTS

Financial Centers Commercial/

Corporate Teams

Regional Presidents

IRM* Partners and LOBs

Internal Support Areas

LOB Managers

Executive Management/ BB&T Board

* IRM = Integrated Relationship Management

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Consultative Sales & Retention Process (CSRP)

Helping our clients achieve economic success and financial security is: The first tenet of our mission Sought after by our clients An essential component of PCE

Commercial clients are seeking a trusted advisor who will help them grow their business CSRP is a way to find and deliver customized solutions Providing Intellectual Capital is a critical characteristic of a highly consultative sales

partner

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Leveraging Intellectual Capital To Meet The Needs Of Commercial Clients

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Intellectual Capital: Leadership Talent Development

Established the BB&T Leadership Institute, a leadership development partner for our clients that helps: Create dynamic and effective leaders Increase employee retention Improve the bottom line

Supports our mission to make the world a better place and will further set us apart from our competitors in the marketplace Leverages 140+ years of leadership

development at BB&T for the benefit of our clients and communities

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Sharing Knowledge With Retail Clients

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Integrated Relationship Management (IRM)

Introduced this concept in 1998 We pair our trusted advisors with a

team of specialized partners to offer a full suite of products

Results in the right solutions for our clients

Relationship Managers have in-depth knowledge of clients and their needs

IRM partners bring additional expertise for tailored solutions

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Value Promise

Serves as a common language to convey our approach to business and our commitment to PCE

Starts with the individual associate’s passion and knowledge to provide value

Supported by BB&T’s strength and brand

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Associate Engagement

Our highly engaged workforce supports BB&T’s culture and strategic initiatives

Engaged associates stay longer Associate average tenure: 9.3 years

Recommitting to higher level of engagement with initiatives centered on: Empowerment Transparency Growth mindset

Continued annual assessment of engagement Consistent investment in training drives strong

engagement

Training magazine recognized BB&T as one of the world’s top 125 organizations for excellent training in 2015 14th consecutive year Ranked #1 among banks

Client Experience Validation

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Branch Satisfaction Results

Consistent high performance on branch satisfaction measures confirms that strategies are effective

Branch satisfaction results are most affected by the following factors: Commitment to helping clients achieve

economic success and financial security Support of local communities Being dependable and responsive Listening and being sensitive to feelings Being equipped with skills and knowledge Solving problems quickly and demonstrating

ownership Branch satisfaction results remain high even

with focused expense management

9.29 9.32

9.41

9.00

9.25

9.50

2013 2014 2015

Overall Branch Satisfaction

Source: Maritz Research, based on a 10-point scale

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Accolades

BB&T received 22 Greenwich Excellence Awards in Small Business and Middle Market Banking from Greenwich Associates for our financial stability, overall satisfaction and outstanding client service in 2014. Greenwich Associates is a leading financial services research and consulting firm.

BB&T was named the 2015 TNS Choice Awards winner for Commercial Banking. This national award names BB&T as the

preferred provider for acquiring, developing and retaining customers.

BB&T ranked first for Overall Customer Experience among U.S. Retail Banking Websites for the third straight year in the 2014 Keynote Competitive Rankings, placing first in all four customer experience categories: brand impact, future intent, user experience and performance.

Investing In The Client Experience

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Drivers For Enhancing The Client Experience

Highly competitive environment Our vision is to be “The Best of the Best!”

Client expectations are changing in the preferences for: Seamless interactions across all channels Digital capabilities Ease of doing business Less reliance on branches for routine transactions; however, the branch is still important

- Although transactions per branch at BB&T have dropped 3.7% per year since 2011, 76% of clients visited the branch in the last six months

- Excellent branch satisfaction results are still critical

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Enhancements To The Client Experience

Cross-training associates and empowering them to take care of clients Universal associates can offer a broader array of products and services

Created a Community Bank Client Care team Serves as the complaint escalation experts for complex problem resolution Identifies trends that lead to process and practice enhancements Executes problem resolution research

Investing in technology to make the client interaction Easy, Simple, and Fast Retail lending platform Commercial lending platform Customer Relationship Management tool (Salesforce) Integrated Teller and Branch Banker platforms into the same workstation across the entire network U by BB&T

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Introducing U By BB&T

U by BB&T is our new digital banking platform for consumer banking clients Goals for U:

New household acquisition Reduced client attrition Increased cross-selling

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U By BB&T Benefits

Customizable Allows clients to tailor the experience according to

their preferences Integrated

Provides seamless movement across channels Comprehensive financial view

Delivers functionality that goes beyond the basics to streamline and simplify financial management

Iterative Flexible and nimble platform that lends itself to the

next innovation Functionality can be expanded very cost effectively

Available on a variety of devices

“One of the big challenges in banking is to make digital banking seem personal. BB&T’s U platform combines practicality and personalization by letting customers themselves dictate the look and feel of their digital banking experience no matter where they log on. Customers have more control, and that can translate into financial confidence.” -Mark Schwanhausser, Javelin

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U Best-In-Class Features

Personalize the platform user interface Schedule appointments online Turn on/off check card Capture paper and electronic receipts

and store them for up to two years Make Person-to-Person payments Aggregate account balances and

transaction details from other financial institutions

Set up budgets and monitor spending easily

View account balances without logging in View call center wait times Request callback instead of dialing and

waiting on hold Skip the IVR when calling our primary

call center

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Investing In The Client Experience While Managing Expenses and Driving Revenue

Consistent downward trend in ratio of noninterest expense to loans and deposits demonstrates our continued focus on managing expenses

YTD Community Bank performance results through 9/30/15 vs. same period last year: Marginal new revenue per commercial relationship manager increased 19.0% Total products sold per branch increased by 2.9%

1.66%

1.23% 1.13% 1.01% 0.99%

0.00%

0.50%

1.00%

1.50%

2.00%

2011 2012 2013 2014 YTD Sept 2015 -Annualized

Community Bank Noninterest Expense / (Loans + Deposits)

Taking The BB&T Client Experience To New Markets

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Expanding The Footprint: Susquehanna

Creates three new regions and expands existing Maryland region Regional leadership is a mix of BB&T and Susquehanna talent

Successful conversion on November 6th Deployed more than 1,000 Retail and Commercial Merger Buddies

Region Regional President

Retail Executive Operations Executive

Central Pennsylvania

Craig Kauffman (Susq)

Chad Clabaugh (Susq)

Celeste Brown (BB&T)

Western MD & Pennsylvania

Michael Hough (Susq)

Scott Parker (BB&T)

Bob Hennen (BB&T)

Greater Delaware Valley Scott Gamble (Susq)

Kim Harding (BB&T)

Jeannie O’Connor (Susq)

Maryland

James Witty (Susq)

Allison Robinson (BB&T)

Sue Drumgoole (BB&T)

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Expanding The Footprint: National Penn

Complements legacy Susquehanna franchise and significantly expands BB&T's presence in the Mid-Atlantic

Ranked #2 in deposit market share in the PA counties we serve excluding Philadelphia County Philadelphia represents a tremendous

growth opportunity Adds one new region, for a total of four

in Central/Eastern Pennsylvania

Group Executive: Scott V. Fainor, National Penn’s CEO Responsible for six regions across PA, NJ,

MD, DC, Northern WV Regional President: David B. Kennedy,

National Penn's Chief Banking Officer Leadership of the three recently created

Susquehanna associated regions in Pennsylvania and expanded Maryland region will remain the same

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We Are Optimistic About Our Future

Strong culture Consultative client experience Engaged associates Great client relationships Solid markets and market share Investments in the client experience

While we’re performing at a superior level, we believe