Provident Financial (NASDAQ:PFGI)
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Provident Launches Revitalized Identity Reflecting Customer-Centric Culture
Extended Hours, Technology and Training Among Enhancements
CINCINNATI, Feb. 10 /PRNewswire-FirstCall/ -- For over 100 years The Provident
Bank has met the needs of its customers and communities. Now Provident is
updating its brand identity to reflect a renewed commitment to customer service.
The new visual identity, coupled with the tagline "Personal approach. Proven
results." rolls out throughout Greater Cincinnati.
"We see this change of identity as a catapult to bigger and better things for
the bank," said Robert L. Hoverson, Provident's President and Chief Executive
Officer. "At the center is a newfound commitment to our customer. We are
creating a customer-centric culture that leads not to satisfied customers but to
customers who are loyal to our product."
Customer Service Enhancements
Provident's organization-wide focus on the customer encompasses numerous changes
with the goal of enhancing the overall brand experience.
- Enhancements in the Stores: Provident has extended hours in the stores
to make them more convenient. The new hours in the majority of stores
are Monday through Friday 9:00 a.m. to 6:00 p.m. with drive through
service until 7:00 p.m., Saturday 9:00 a.m. to 4:00 p.m. Provident has
the latest drive-through service of any Greater Cincinnati bank.
- Customer Service Training: All of Provident's 3,200 associates have
completed customer service training. The training program, based on the
book Raving Fans by Ken Blanchard and Sheldon Bowles, teaches
associates to strive to create a positive experience for each customer.
- Customer Feedback Programs: Provident initiated transaction-triggered
surveys that provide immediate, actionable feedback to better meet the
needs of customers.
- Improved technology in TeleBank: TeleBank, Provident's bank-by-phone
service, has employed state-of-the-art technology that will shorten
wait times, expand the ability to serve the customer and eliminate the
need to re-enter account or personal information.
"Our goal is to not be a bank with great customer service, but to be a retailer
with great customer service," Hoverson said. "In fact, to reflect this retail
mindset, we are now referring to our branches or financial centers as
'stores'."
According to a study by the American Bankers Association, about three of four
consumers rank customer service as the number one factor when deciding whether
to stay with their current bank or look elsewhere.
"We see the traditional perception of bank customer service as an opportunity,"
Hoverson said. "Our customer service will differentiate us from our competitors
and lead to increased growthand sustained earnings."
New Identity, New Advertising Campaign
Provident partnered with Cincinnati-based LPK, a brand identity firm, to create
a more meaningful brand expression that more accurately portrays the customer
focus. Provident's new identity, colors and icon were chosen to reflect the more
personal side of banking, aligning with the overall business strategy. The
identity conveys a nurturing, protecting, personal approach while delivering the
proven results customers expect and deserve.
The new identity will be supported by the largest brand advertising campaign
ever conducted in the history of the company, developed by Gee, Jeffery &
Partners. The positioning focuses on Provident doing things differently. The
campaign -- encompassing print, outdoor, radio and television -- uses the theme
"breaking the chains" to convey a message of service and convenience.
Traditionally, bank branches have connected a pen to a counter with a chain. The
advertisements depict Provident breaking thechains from the counters. Rather,
Provident will offer free pens to customers in all stores. Other television
spots humorously illustrate how behavior seemingly typical in a bank seems odd
in other settings.
About The Provident Bank
The Provident Bank is the main subsidiary of Provident Financial Group, Inc.
(NASDAQ:PFGI), a bank holding company located in Cincinnati. The Provident Bank
provides a diverse line of banking and financial products, services and
solutions through retail banking offices located in Southwestern Ohio and
Northern Kentucky and through commercial lending offices located throughout Ohio
and surrounding states. Customers have access to banking services 24-hours a day
through Provident's extensive network of ATMs, Telebank, atelephone customer
service center, and the Internet at http://www.providentbank.com/ . At December
31, 2003, Provident Financial Group had $8.9 billion in loans outstanding, $10.3
billion in deposits, and assets of $17.0 billion. Provident has served the
financial needs of its customers for 100 years, and currently 3,200 Provident
associates serve approximately 500,000 customers.
For further information, please contact:
Chris Kemper
Public Relations Manager
513.579.2248
DATASOURCE: Provident Financial Group, Inc.
CONTACT: Chris Kemper, Public Relations Manager of Provident,
+1-513-579-2248, or
Web site: http://www.providentbank.com/
Company News On-Call: http://www.prnewswire.com/comp/721925.html