Huntington National Bank 2005 Annual Report Download - page 21

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SHARED EXPERIENCES
CAN CHANGE LIVES
“Simply the Best” is a surprisingly straightforward
promise to deliver a memorable experience
that lets our customers know we care. It’s a
big promise to make, but it’s Huntington’s all-
encompassing strategy for winning and retaining
customers. It’s also an initiative so integral
to our success that we’ve created a position
designed specifi cally to help us deliver. Our
Executive Vice President, Customer Experience,
Jane Ashley, speaks passionately about the
power of each customer experience to create
emotional attachments between the bank and
its customers.
“As we began our journey to ‘Simply the Best’
service, we spent a great deal of time listening
to our customers,” explains Ashley. “We learned
that customers demand that we do it right and
that we are available when they need us. They
desire a personal connection with us. We also
learned that customers don’t think any bank
can deliver on this promise. We are changing
that perception.”
When customers receive “Simply the Best”
service, we believe they will become loyal
advocates. They won’t hesitate to refer friends
and family members. Huntington is taking the
steps to ensure our service philosophy is deliv-
ered by all associates and in everything they do.
Nothing creates customer loyalty like an experience
that changes lives for the better. This year, a mortgage
loan closer named Anthony Davis was approached
with a unique situation. Davis’ customer, a single mom,
needed a loan in an unusually expedited timeframe
in order to get her son off to college. Davis pulled
out all the stops to make it happen for his customer
in time. Later, after receiving a photo of the student
back in school and a heartfelt inscription attributing
to Davis this major accomplishment, Davis posted
the photo in his offi ce. And while he insists a simple
thank you would have suffi ced, Davis has used that
photo for inspiration, having added the caption, “This
is why I do what I do.” It’s this kind of self-motivated,
above-and-beyond attitude that is at the core of what
Ashley calls the heart of Huntington. “There are times
when our associates can step up and make a difference
in our customers’ lives. And that’s ‘Simply the Best.’ ”
< < JANE ASHLEY
Executive Vice President,
Customer Experience