Huntington National Bank 2003 Annual Report Download - page 27

Committed to optimizing the customer’s banking office experience, our front line associates
in the banking offices now have a scheduling model that forecasts customer traffic to ensure
tellers are available at the busiest times. This has improved our customer service, while
reducing our CSR staffing needs.
Monthly customer satisfaction surveys suggest we are making good progress in creating
our “go ahead” service-oriented culture, where associates are empowered and motivated to
respond to customer needs while they are on the phone, at the window, or across the desk.
In addition, an outside research company came to the same conclusions, with Huntington’s
service rated higher than our major bank competitors. The survey participants also stated
that if they were to switch, we are increasingly their bank of choice.
Small business banking (products and services targeted to companies with less than $10
million in annual sales) began to flourish in 2003, with more Business Bankers, Business
Development Leaders and Banking Office Managers calling on customers. Our intense
focus on the needs of small businesses resulted in improved credit processes, an expanded
credit definition and a simplified checking product suite: all to make it easier for the business
owner to do business with Huntington. In 2004, we expect to have a streamlined Internet
solution specifically designed just for them. Broadening our interface with the small business
community produced substantial increases in both loans and deposits, and boosted our
customer roster to more than 63,000 companies.
Commercial Banking
Commercial Banking has undergone important changes over the last two years, a
transformation some describe as taking us from being “lenders” to “bankers.” In 2003, we
made progress in that transformation by installing a formalized sales process, expanding our
product mix and service capabilities, and sharpening our focus on middle market companies
that qualify as ideal Huntington customers.
In keeping with our vision of being the “local bank with national resources,” ideal commercial
customers are within our service areas. They are interested in a relationship more than a
transaction and have needs for growing their business that match what we do best.
Importantly, ideal customers are interested in having Huntington as a partner, working
closely with their decision makers and sharing their hopes and dreams. In response, we can
offer more value added products and services to meet their needs, which is a win-win
relationship for everyone. In sum, it’s a relationship where Huntington has earned the right
to be their primary bank.
The advantage of concentrating on ideal Huntington customers is strikingly clear: their
average profit contribution is eight times that of other customers.
Aligning sales and service strategies with our more focused and disciplined approach to the
market resulted in a variety of products and services typically found in larger, national
banks. We expanded our equipment financing capabilities and added mezzanine financing
and interest rate risk management offerings. We launched a number of new Treasury
Management products, including a series of image-based online products, to help commercial
Insurance
Treasury management services
Merchant services
Foreign exchange
Letters of credit
Business Internet banking services
Commercial Banking
Products and Services
Commercial loans
Commercial real estate loans
Lines of credit
Equipment leasing and financing
Technology leasing
Mezzanine lending
Interest rate swaps
Commercial checking accounts
Investments(1)
Asset management
Corporate and institutional
trust services
401(k) plan services
Treasury management services
Foreign exchange services
Letters of credit
Insurance
HUNTINGTON BANCSHARES INCORPORATED 25
(1) Securities are made available by registered representatives of The Huntington Investment Company, a subsidiary of Huntington National Bank.