Regions Bank 2013 Annual Report Download - page 14

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12 REGIONS 2013 YEAR IN REVIEW
Regions360 is expected to drive growth in deposits, loans and other services. How big is its potential?
What makes this initiative unique?
JOHN OWEN: It is very meaningful and can
benefit us for many years to come. The most
attractive opportunity to grow our business is to
broaden and deepen the customer relationships
we already have. Cross-selling has existed in
our industry for a long time, but traditionally it
has been product-based — a bank identifies a
profitable product, then puts a lot of sales effort
behind it. Regions360 departs from that model
because it is needs-based rather than product-
based. It is a very prescriptive, detailed process
in which our bankers use specialized tools to fully
assess a customer’s financial needs. Only then do
we seek to match our products with those needs.
As we increase the number of solutions, we begin
to build a true 360 relationship.
Q:
A STRATEGY FOR
SUSTAINABLE
GROWTH
Roundtable Q&A with:
David Turner, Chief Financial Officer
John Owen, Head of Business Groups
Matt Lusco, Chief Risk Officer
Three senior leaders and members of the Executive Council discuss Regions’
most important strategic priorities and initiatives underway to drive growth
and create value.