PFGI Provident Financial Grp. (MM)

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

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