One Question For: Kim Ravenda, Huntington Bancshares

How does Huntington Bancshares leverage technology to market to underserved customers?

Huntington constantly is developing technology to serve our customers better, including those in underserved markets. We use sophisticated modeling software to identify where banking offices are needed in low- to moderate-income markets. We also have implemented systems to analyze customer attrition, examine customer segmentation by behavioral attributes and determine real-time financial needs. Based on such research, Huntington implemented a payroll card product to make it easier for employers to pay associates who do not have banking relationships.

Recently, Huntington installed a new frontline system that enhances the way our customer service representatives manage customer transactions. We complemented this with software that gives our customer service teams the complete picture of each customer relationship.

Huntington took a leadership position in online check imaging, statement presentment and bill pay. Our online bill pay service is free for all personal checking account customers. Plus, we built these services so customers can access them by telephone if they do not have a computer.