1. Special Libraries Association Branding: It’s Importance and Impact M.A. Francis National City 28 February 2003

2. Brand is . . . . . . a promise by a company to its customers that differentiates its products and services over time. The objective is customer loyalty.

3. Understanding the Brand Promise We want to do business with you on your terms-- when you want, where you want. Low prices are just the beginning. With our singular focus on customer service, we provide the most useful and ethical financial services in the world. With all of us working together to provide our customers with the best service and products, we are forming a model for the industry’s future. We are Citigroup. Being the most successful computer company in the world at delivering the best customer experience in markets we serve. THE RITZ-CARLTON We are ladies and gentlemen serving ladies and gentlemen. The brand promise defines the customer’s expectations for the experience.

4. Assessing Moments of Truth … and assessing their impact on customer's perceptions of the organization and their dependence on employees. Ability to improve customer perception of organization Ability to Weaken customer perception of organization Involves Direct Human Contact Problem Resolution Receive Statement(s) or Bill( s) Place Automated Transaction Routine “Customer” Service Branch Visit Visit Web Site View Advertisement Open Account Source: Mercer

5. Changing Customer Satisfaction Impacts “Business” Highly Satisfied to Highly Satisfied Highly Satisfied To Satisfied Highly Satisfied To Satisfied Satisfied To Less Than Satisfied Satisfaction Over Time What Happens to “business” When Satisfaction Changes? ($1,400) ($1,000) $4,500 $4,800 $5,000 $4,000 $3,000 $2,000 $1,000 $0 ($1,000) ($2,000) Source: HBR, March-April 1999

6. Challenges: The Employee Perspective Employees often experience severe disconnects between what customers expect and what they are able to expected to do. Customer Expectations Fast Service Personalized service Convenience One-stopping shopping Answers Problems resolved Appropriate cross-sell Employee Perspective “ I’m rewarded for servicing as many customers as possible.” “ I don’t have the customer information I need.” “ We’re understaffed.” “ Other departments are not responsive.” Brand Promise

7. Misaligned Investments Many companies under-invest in employees, which can dilute the impact of investments in brand, product development, and technology. 100% Importance 100% Spend Image Perceptions Customer Service Perceptions Product Perceptions Other Community Activities PR Customer Advertising Customer Service Training Product Advertising Investments Relative to Brand Impact Source: Mercer Consulting Group Disguised Client Example Importance to Building Brand Current Investments

9. Current Positioning The National City example: The gateway to a broad range of financial services, National City is in business to bring together resources for our customers Working with them, we identify and offer the best solutions that meet their financial needs at every stage of their business and personal lives And by providing the assurance of continuity and excellence, our friendly, knowledgeable and experienced employees make it easy to do business with us.

13. The Brand Promise Branded Customer Experience Micro-Market Segmentation Revenue Initiatives Service Quality Business Process Improvement Leadership Initiative Compensation (Incentives) Sale and Service Culture Employee Hiring/ Retention Internet Technology, Operations Investments Marketing/ Advertising 13

16. Brand Positioning Target Audience For Customers who expect to be regarded as valued individuals Frame of Reference - Markets served - Demographics - Footprint - Competition 16

17. Brand Positioning State the Brand Promise “ National City” cares about what’s right for customers 17

19. National City cares about Doing what’s right for customers Peace of Mind Recognition/ Self Esteem Service Quality Customer care Proactively Trusted Advice Ease of Doing Business Program Breadth + Emotional Rational National City Brand Promise 19

26. Invest in the People Delivery of Brand Training Communication HIRING Recognition & Reward Measurement “ The Brand” 26