Fifth Third Bank 2014 Annual Report Download - page 8

6 | FIFTH THIRD BANCORP
percent growth in commercial and industrial loans and
nearly doubling commercial construction balances. We
loaned over $31 billon to businesses in 2014, and are
committed to working with businesses to help them expand
and generate jobs in the years ahead. Across the balance
sheet, we grew average core deposits by 8 percent in 2014.
e FDIC’s annual deposit market share data showed that
we grew deposits in each of our 15 aliates and gained
market share in 13 of them. e data also indicated that we
had the third largest increase in total deposits among peers
across our footprint. e strength of our deposit franchise
is a testament to the strategies we have maintained to drive
deposits and to develop deeper customer relationships.
In our Consumer Bank, we are providing a dierentiated
customer experience with clear value propositions through
outstanding, consistent delivery. Our willingness to take
a thoughtful approach and to actively test and evaluate
dierent tactics will lead to the best solutions for Fih
ird and our customers. We continue to redesign our
distribution network to better match our delivery options
with consumer demand. Mobile and ATM deposits now
account for more than one-third of our consumer deposit
transactions, a result that has corresponded with a decline
in teller transactions. As we optimize our distribution
network, we have become more ecient by rethinking the
role of branches, upgrading our ATM network, and making
enhancements to our digital delivery.
Our banking centers, especially in today’s competitive
deposit environment, provide valuable touch points with
customers. We are addressing branch eciency primarily
through recalibrating our branch sta. Most impactful to
this shi has been our new “universal banker” role, which
combines personal banking and customer service skills.
We are also testing a smaller branch format that has lower
stang requirements compared with traditional full-
service branches, and we are exploring alternative coverage
models where we could operate multiple branches with the
same management team. Our branches are complemented
by our network of 2,638 ATMs, all of which are now entirely
image-enabled. In select locations, we deployed ATMs with
additional consumer-friendly upgrades. We also rolled out
a number of new services geared to improve the mobile
customer experience. e most popular new feature, Now
Balance, allows customers to access their account balances
without logging in to mobile banking.
Banking is a relationship business and we align our teams
to place the customer in the center of every discussion.
As we work with our customers, we use innovation to
create solutions that drive shared value. Whether we
are improving products and services, sharpening the
technology used to deliver them, or utilizing a more
consultative sales technique, we are moving forward to
create value in the industry.
Fih ird Bank is an integral part of our communities
and our customers’ lives, so we feel compelled to help
in ways that go beyond traditional banking. We are
succeeding with programs that take the concept of
impacting lives to a whole new level. Our work with Stand
Up To Cancer transformed the idea of what a bank could
do to help customers and communities. Similarly, our
continued partnership with NextJob for our Homeowner
Fifth Third
introduced Now
Balance in 2014,
allowing customers
to quickly check their
account balances
without logging in
to mobile banking.