Regions Bank 2015 Annual Report Download - page 9

Our work to deepen customer relationships in 2015
produced positive results across the categories that
are most important to Regions’ continued progress.
The needs-based relationship banking approach we
call Regions360SM was a big contributor to our success.
Quite different from a product-centric sales strategy,
Regions360SM begins each relationship by identifying
each customer’s unique needs, then matches those
needs to Regions capabilities – which for consumers
can encompass loans, savings and checking accounts,
credit and debit cards, IRAs, Wealth Management
solutions, insurance services and more.
This needs-based approach is resonating with both
consumer and commercial customers. Last year
we grew both households and checking accounts,
recorded a 6 percent (1) increase in loans, and increased
average deposits by $3 billion, or 4 percent, from the
previous year. Those quantitative measures are joined
by qualitative metrics that indicate we are fulfilling
our commitment to deliver for customers. In 2015
Regions was ranked No. 1 among banks by the American
Customer Satisfaction Index and earned designation
as the Most Reputable Bank in the U.S. from the
Reputation Institute.
Regions customers like Ciara Corley know that a
great banking experience goes beyond products and
rates. Most importantly, it depends on having trusting
relationships with bankers who work to understand
customer needs and help them reach financial goals.
Ciara, who lives in Centerville, IL near St. Louis,
holds a master’s degree in education and plans to one
day earn her Ph.D. Today, she works as a program
manager in an after-school program. In the future,
Ciara hopes to pursue her dream of entrepreneur-
ship and open an educational center in her home
town of Centreville.
Ciara knows that reaching her educational and career
goals requires saving, smart budgeting and making
good financial choices. There are existing college loans
to pay down and savings are needed for her Ph.D.
“I’m living with my mom now and I’m saving money.
Education is a very important factor in my life. As
my dad always said, ‘Education is the one thing no
one can ever take away from you,’” says Ciara. She
regularly visits her local Regions banking center,
where she’s benefited from one-on-one financial
education and guidance from branch associates. She
also uses My GreenInsights, Regions’ online, money
management tool that provides a comprehensive view
of her finances. The interactive tool includes features
to categorize income and spending in order to create
a personalized budget, set spending targets, track cash
flow and identify ways to save more.
Regions 2015 Annual Review9 Perspective Regions
“I always like to be educated and I like to know what the future could bring for
me. Regions showed me my nances as they are now, but they also showed me
what the possibilities are in the future.”
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(1) Adjusted for the reclassication of $834 million of certain leases out of loans into other earning
assets at year-end. For further detail see page 19 in the fourth quarter 2015 supplement.