PNC Bank 2014 Annual Report Download - page 8

Delivering a Superior Banking Experience for Every Customer
In an industry built around products that, at their most basic level, are largely the same from
one provider to the next, we aim to differentiate ourselves from the competition by continuing
to improve the way we engage with our customers. In spite of industry consolidation in recent
years, customers have nearly unlimited options when it comes to choosing a bank, so it is more
important than ever that when a customer chooses PNC we deliver an unparalleled experience
with exceptional service every time, across every channel.
To that end, in 2014 we named PNC Executive Vice
President and Chief Marketing Offi cer Karen Larrimer to
serve as the company’s fi rst Chief Customer Offi cer and
to lead PNC’s new Offi ce of the Customer. Under Karen’s
leadership, the Offi ce of the Customer is working to
improve policies that unnecessarily burden or negatively
impact our customers.
Building on the values that have long defi ned our culture,
our employees are taking greater accountability for
addressing customers’ concerns and solving customers’
problems. We are looking at and refreshing our approach
to face-to-face, telephone care center and even social
media engagement to have more productive conversations
with the people we serve. And we are giving our employees
more avenues by which to speak up when they have
ideas for improving the customer experience or learn of
customer concerns.
While we recognize the reality that perfection is unattainable, we endeavor to distinguish
ourselves and win in the marketplace through our efforts to deliver a superior banking
experience for every customer.
Seeing Results
We are making signifi cant investments in our
businesses and technology even as we have
reduced expenses. At the same time, our
execution against our strategic priorities is
resulting in growth in fee income as designed.
In 2014, we grew full year fee income by
$189 million, or 4 percent. And, excluding
residential mortgage, which continues to be
subject to headwinds that are impacting the
entire industry, fee income increased in 2014
by $442 million, or 10 percent.
2014 Noninterest Income
Fee income:
■ Asset management
■ Consumer services
■ Corporate services
■ Residential mortgage
■ Service charges on deposits
■ Total other noninterest income
20% 22%
10%
9% 18%
21%
Fee income
Terry Jones, Jr. (left) and Alicia Moyes (right)
work on a team of representatives dedicated
to engaging customers through social media.
Recognizing the importance of delivering
the same high-quality experience through
these channels that customers fi nd in our
branches, PNC has dramatically improved
both the speed and quality of responses to
customer posts on Facebook and Twitter.