The document outlines the omni-channel onboarding strategy launched to improve customer acquisition and retention as of August 2011, with updates through 2014. Key performance indicators (KPIs) indicate that successful promotional activities, increased volumes, and account activations significantly boost retention rates. By employing a combination of digital and human touchpoints, the strategy resulted in Huntington outperforming its peers in customer retention by November 2012.

1. Omni-Channel
New Customer
OnBoarding
LAUNCH: August 2011
REFRESH:August 2013
November 2014

2. &
PROFITABILITY UPDATE
Maximize acquisition by activating accounts and improving retention.
SITUATION ASSIGNMENT KPIs
Likelihood
ofretention
increases
when:
NewHouseholdAcquisition
• Successful acquisitionpromo
• Increasedvolume
• Widget-based
bankerincentive
• Decreasedtime at POS
• Retention affected
Change
incentive?
Marketing
treatment? Couldn’t
hurt.
No.Thatwill
causeturn-over.
+7%
Retain Activate
AccountFunded
DirectDeposit
EnrolledinOnlineBanking
DebitCardActivated
EnrolledinBillPay
PaperlessStatements

3. &
PROFITABILITY UPDATE
Maximize acquisition by activating accounts and improving retention.
SITUATION ASSIGNMENT KPIs
NewHouseholdAcquisition
• Successful acquisitionpromo
• Increasedvolume
• Widget-based
bankerincentive
• Decreasedtime at POS
• Retentionaffected
Change
incentive?
Marketing
treatment? Couldn’t
hurt.
No.Thatwill
causeturn-over.
+7%
Retain Activate
KPIs
Likelihood
ofretention
increases
when:
AccountFunded
DirectDeposit
EnrolledinOnlineBanking
DebitCardActivated
EnrolledinBillPay
PaperlessStatements

4. PROFITABILITY UPDATE
Maximize acquisition by activating accounts and improving retention.
SITUATION
NewHouseholdAcquisition
+7%
&
ASSIGNMENT
Change
incentive?
Marketing
treatment? Couldn’t
hurt.
No.Thatwill
causeturn-over.
Retain Activate
KPIs
Likelihood
ofretention
increases
when:
AccountFunded
DirectDeposit
EnrolledinOnlineBanking
DebitCardActivated
EnrolledinBillPay
PaperlessStatements
• Successful acquisitionpromo
• Increasedvolume
• Widget-based
bankerincentive
• Decreasedtime at POS
• Retentionaffected

5. SOLUTION: Omni-Channel OnBoarding
Automated system of digital & human touch-points
driven by customer data.
PRODUCT
PROPENSITY
SCORING
WEALTH
SCORING
INDEXING TO
PORTFOLIO
CUSTOMER
PROFILE
ACCOUNT
ACTIVITY
IBMCAMPAIGN
Weekly
E-Mail
Interstitials
& Banners
POS
Prompts
@
Concierge
Calls
Branch
Calls
SALESFORCE.COM
“IT’S REALLY SMART!”
IBMEXACT
TARGET

6. - Only inactive customers receive this contact
Branch
E-Mail
Day 65
X-Sell
Day 7
Activate
Day 14
Activate
Day 30
Activate
Day 40
X-Sell
Day 35
$0 Balance
POS System
Automated
Messages
Online Banking
Day 1
Welcome
Day 35
$0 Balance
Day 65
X-Sell
Day 40
X-Sell
Day 14
Activate
Concierge
Calling
Always On
Always On
New Customer Experience
Days 1-35 = Activation Days 36-90 = Cross-Sell
Concierge
Calls
Branch
Calls
SALESFORCE.COM
Weekly
E-Mail
Interstitials
& Banners
POS
Prompts
@

7. SampleActivationE-Mails
- Only inactive customers receive this contact
SampleActivationOnlineBanners
E-Mail
Day 65
X-Sell
Day 7
Activate
Day 14
Activate
Day 30
Activate
Day 40
X-Sell
Day 35
$0 Balance
POS System
Automated
Messages
Online Banking
Day 1
Welcome
Always On
Always On
PRIORITY #1: Retention thru Activation
Customized email from inventory of 1,200 messages.

8. SampleUp-SellE-Mails
SampleCross-SellOnlineBanners
E-Mail
Day 65
X-Sell
Day 7
Activate
Day 14
Activate
Day 30
Activate
Day 40
X-Sell
Day 35
$0 Balance
POS System
Automated
Messages
Online Banking
Day 1
Welcome
Always On
Always On
PRIORITY #2: Profitability thru Cross-Sell
Product propensity and wealth modeling triggers offers.

9. RESULTS: Retention
May 2011 industry benchmark showed Huntington lagging
15.5% behind Peer retention performance.
+&Retain Activate
By November 2012, Huntingtonled the
Peer category and performed
1 %
01.above the Peer average.
Source:BAI IndustryPerformanceReview