Fifth Third Bank 2009 Annual Report Download - page 10

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BRANCH BANKING
BUSINESS DESCRIPTION
Fifth Third provides a full range of deposit and lending
products to individuals and small businesses in 12 states in
the Midwest and Southeast. Our 3.8 million customers can
transact business 24-hours-a-day, seven days a week through
our Fifth Third ATM network and our comprehensive online
banking service. Through these channels, Fifth Third strives
to provide exceptional products, convenience and service to
our customers within our geographic footprint.
CUSTOMER FOCUS
Branch Banking provides deposit, lending and investment
products and services for customers at every stage of life or
career. Branch Banking’s 9,600 employees provide knowledge-
able and reliable guidance, whether customers meet with them
personally or via any of our automated banking solutions. Our
business bankers can provide full solutions to a small business
customer including loans, treasury management products,
employee savings plans, or employee banking programs.
Whether saving for a home, a child’s education, planning for
retirement or building a business, our associates consult with
our customers, help determine their needs and provide solu-
tions that meet their goals both today and tomorrow.
STRATEGY
Fifth Third continues to focus on the implementation of
its branded sales and service process. Through this process,
the Bank was able to improve its 90-day new customer cross-
sell ratio by 18 percent during 2009 and significantly reduce
its number of single-service households. This helped to drive
growth in annual revenue per household in 2009.
During 2009, Fifth Third also focused on developing and
marketing several packaged checking products, designed to
provide significant customer benefits for a standard monthly
fee. Packages such as Gold, Rewards, Secure and Balance Builder
checking were launched to drive growth in fee income from
value-added services that are bundled with deposit accounts.
“In this environment it’s comforting to know that I have the right team behind me. I have both business
and personal accounts with Fifth Third Bank and appreciate the flexibility and guidance they provide
me, especially this past year. We haven’t found any bank that can compete with Fifth Third.”
MAMIE COKLEY | DETROIT, MICHIGAN
2009 HIGHLIGHTS
• $2.5 billion total revenue
• $18.4 billion average loans
• $44.6 billion average
core deposits
• 1,309 full-service
banking centers
• 2,358 full-service ATMs
• 1.4 million online
banking customers
8FIFTH THIRD BANCORP | 2009 ANNUAL REPORT