US Bank 2015 Annual Report Download - page 8

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Plus, we have an innovation engine
backing all our nancial and
competitive strength. Bank Innovation
recently called U.S. Bank “arguably the
most forward-thinking major nancial
institution in the United States.” With
consumer behavior changing nearly
every day, experience-enhancing
innovation permeates our decisions
about mobile payments, branch
modernization and every other
customer touch point we have. It’s
central to our growth agenda.
The rapid evolution of consumer
behavior required us to evaluate our
strategic framework in order to keep
current with their pace of change. The
bank — as we know it today — exists
everywhere, and our customers expect
us to be available to them everywhere:
branch, ATM, website, phone or
mobile app. This is not the future of
banking — it is the present of banking.
Likewise, our institutional and
merchant customers — in the United
States and across the globe —
expect even more from their banking
partner. More nancial strength.
More innovation. More security. More
information. More connectivity. More
partnership. More exibility.
Layered with a deeper knowledge
of our customers through data
analytics and customer relationship
management tools, it is imperative that
U.S. Bancorp keep pace with the swift
strides of change and optimism our
customers are experiencing. Whether
they are building a small business
or a lasting family legacy, we must
be available to them in new ways. In
2015, we witnessed this pivot point in
the customer experience, and we are
investing in the journey and preparing
to grow U.S. Bancorp alongside the
evolution of our customers’ nancial
plans and dreams.
Our core businesses — Wholesale
Banking and Commercial Real Estate,
Consumer and Small Business
Banking, Wealth Management and
Securities Services and Payment
Services — are all well positioned
for growth. In 2015, we focused
our strategic framework on three
foundational pillars that will guide our
activities and investments in our vision
for the future:
1. Be the most trusted choice
(governance);
2. Get better every day (optimization);
and
3. Unify the customer experience
(customer focus).
This strategic framework powers
our momentum as we invest in the
expansion of our leadership presence
in the banking industry.
The Power of Possible:
Make Leadership Happen
Leadership. It’s an important word. Our
nation deserves responsible bankers
to lead the way in our economic
recovery — to once again — make
possible happen.
At U.S. Bancorp, leadership starts with
our exceptional Board of Directors.
I am grateful for their dedication and
guidance. They provide us with the
condence and courage to make the
best decisions and they represent our
shareholder interests in every action
we take. I am also grateful for our
Managing Committee, who provides
their industry-leading expertise to
every decision and turn day-to-day
U.S.BANCORP 2015 ANNUAL REPORT