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Participant Guide: Sales and Service
SALES AND SERVICE
Human Sigma & Service Excellence
Human Sigma focuses on the human aspects of organizational performance to drive profitability and growth.
Human Sigma is focused on the experiences of you and your customers.
At PNC, we aim to provide Service Excellence in every customer encounter, where both employees and
customers are fully engaged in the interaction.
Two components enable PNC to fulfill our Customer Experience Promise:
 Employee Engagement
 Customer Engagement
PNC measures engagement levels through Employee Index of Quality (EIQ) and Customer Index of Quality
(CIQ) surveys. The combined results create a Human Sigma level, which correlates to business success.
Employee Engagement
Engaged employees and managers create an enjoyable and thriving work environment, which in turn helps
engage customers and drive business growth.
 PNC branch employees participate in the EIQ survey twice a year.
 EIQ results are available to PNC managers via the PNC-Gallup Survey Reports Website. Branch
Managers share results and collaborate with your team to develop Action Plans, which address areas
requiring improvement.
Employee Engagement Key Drivers
The 12 Key Drivers of Employee Engagement have been identified as the elements that are most important
in sustaining workplace excellence.
Employee Engagement and Customer Engagement work together in delivering an exceptional and
consistent customer experience!
Customer Engagement
Engaged customers are vital to PNC’s financial performance.
 When individual customers are engaged, they have a strong emotional connection to the company.
Customer Engagement Questions (CE11):
These 11 statements target the emotional engagement of customers.
Loyalty
 How satisfied are you with PNC overall?
 How likely are you to continue to use PNC?
 How likely are you to recommend PNC to a friend or associate?
Confidence
 PNC is a name I can always trust.
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 PNC always delivers on what it promises.
 PNC always treats me fairly.
 If a problem arises, I can always count on PNC to reach a fair and
satisfactory resolution.
Pride
 I feel proud to be a PNC customer.
 PNC always treats me with respect.
Passion
 PNC is the perfect bank for people like me.
 I cannot imagine a world without PNC.
Customer Index of Quality (CIQ):
The Gallup organization randomly selects customers to survey based on actual customer visits to branches
and calls to the Contact Centers.
 Surveys are usually conducted within 48-72 hours of the customer interaction with the bank representative.
Customers will rate their interaction with the representative on the six Key Drivers and rate other aspects
of their interaction.
 Customer ratings are based on a five-point scale, where five means extremely satisfied and one means
not at all satisfied.
 All interviews are conducted by phone: up to 4 minutes talking to a Gallup interviewer, and up to 4
additional minutes conducted by an automated (touchtone) system.
 You may listen to a sample survey interview by dialing 1-888-644-8378.
Customer and Employee Engagement Resources
There are several resources to help you achieve Customer and Employee Engagement in your branch.
Integrity
 PNC–Gallup Resource Page: This online resource serves as your online one-stop-shop for all information
pertaining to PNC’s employee and customer engagement survey process.
 CIQ Team Scorecard: Each month, your branch will receive a Customer IQ scorecard, which records the
monthly and rolling three-month Customer IQ score, and compares your branch’s metrics. The Scorecard
will help to identify topics for your branch’s QuickStart Meetings.
 Facilitative Coaching Conversations: Conducted to improve ourselves and the experience we create for
our customers
Customer Engagement Key Drivers
At PNC, we strive to bring ease, confidence, and achievement to our customers by bringing the 6 Key
Drivers of Customer Engagement into our daily behaviors.
1. Making It Easy to Bank with PNC
 Develop an understanding of the customer’s financial
 Greet the customer in a friendly
needs.
manner.
 Proactively provide the customer with account options.
 Smile.
 Make the customer’s business the top priority.
 Acknowledge the customer’s wait.
 Complete the customer’s request with speed and
 Respond in a timely manner.
efficiency.
 Treat the customer as a valued
customer.
2. Knowledgeable about PNC Products and Services
 Proactively provide account options.
 Advise on best products and services.
 Explain alternatives.
 Confidently answer questions.
 Understand the customer’s financial needs.
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3. Communicating Clearly
 Develop an understanding of the
customer’s financial needs.
 Proactively provide the customer with
account options.
 Confidently answer the customer’s
questions.
 Show an understanding of the customer’s
question or problem.
 Explain alternatives to the customer.
 Give the customer needed information in a
conversational manner.
4. Making the Customer Feel Special

Show that you are pleased to help.
 Greet the customer in a friendly manner.
 Give the customer your full attention.
 Smile.
 Acknowledge the customer’s wait.
 Use the customer’s name.






Listen carefully to the customer.
Show that you are pleased to help.
Greet the customer in a friendly manner.
Give the customer your full attention.
Ask if you can help the customer with anything else.
Use words and phrases the customer understands.


Make the customer’s business your top priority.
Assist the customer in determining the best products
and services.
 Treat the customer as a valued customer.
 Say, “Thank you!”
 Remember personal or financial goal information that
the customer has mentioned in past visits. Customers
feel very special whenever we remember who they are
and something about them.
 Example A: A customer mentions an upcoming
vacation to Europe. The next time that customer visits
your branch, ask about the vacation.
 Example B: A customer mentions a planned house
addition. Remember that information and follow up
with the customer on how the process is going and
how PNC can help with any financing.
5. Doing Things Right the First Time (Be Accurate)
 Proactively provide the customer with
 Listen carefully.
account options.
 Confidently answer questions.
 Respond in a timely manner.
 Complete any request with speed and efficiency.
 Explain any alternatives.
6. Helpful in Solving Problems
 Proactively provide the customer with
account services.
 Assist the customer in determining the best
products and services.
 Confidently answer the customer’s
questions.
 Make the customer’s business the top
priority.
 Complete the customer’s request with
speed and accuracy.






Use words and phrases the customer understands.
Take ownership to solve the customer’s problem or
error.
Explain to the customer, step-by-step, how the
problem or error will be resolved.
Ensure that the customer has to explain the problem
or error only one time.
Apologize for the mistake or error.
Do what has to be done.
Activity 1: Key Drivers – Fulfilling our
Brand Promise
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The PNC Conversation
As you learned in Foundations, P-N-C stands for:
 P: Personalize and Position conversations
 N: Needs identification
 C: Close the sale by providing solutions
P: Personalize and Position every customer
conversation.
 Use the customer’s name.
 Learn why the customer is here.
 Be respectful of the customer’s time.
 Position with a strong value proposition. Explain why
you want to ask questions and how those questions will
benefit the customer. Answer the customer’s question,
“What’s in this for me?”
N: Identify and assess customer’s Needs.
 Engage the customer by asking high-value, open-ended
questions.
 Demonstrate value in return.
 Determine what the customer values.
 Use positioning statements to move through the various
needs identification areas.
C: Close the sale by providing solutions.
 Present solutions after you have identified all of the
customer’s needs.
 Refer to the customer’s responses to the high-value
questions.
 Include customer benefits with each solution.
 Provide a total solution to the customer’s banking needs.
 Be confident in yourself and in PNC’s products, services,
and capabilities.
 Explain the onboarding process with the customer.
 Discover the best way to contact the customer.
 Ask for referrals and give the customer several business
cards. The customer should keep one and give others to
friends, neighbors and relatives for referrals to PNC.
The PNC Conversation works because it:
 Enables us to help the customers meet their financial goals
by focusing on customer needs.
 Is easy to understand and apply.
 Is flexible, adaptable and thorough (or complete).
 Ensures a more consistently exceptional customer
experience.
Activity Workbook:
The PNC Conversation Worksheet
Activity 2: PNC Conversation –
The Grand Tour WBT
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P: Personalizing and Positioning
This is your opportunity to welcome the customer, learn why the customer is visiting PNC today, who they
are employed with, and their preferred method of communication. In addition, explain how the customer can
benefit from the conversation.
When personalizing the conversation:
 Welcome and reassure the customer. Encourage the customer to engage in a friendly, productive
dialogue.
 When customers tell you they want a specific product, their needs don’t stop there.
 Our Brand Promise of Ease, Confidence and Achievement require that we partner with our customers to
help them achieve their financial goals. Engaging in the PNC Conversation with all customers allows us to
uncover their financial needs and meet those needs with PNC’s products and services, thereby deepening
brand loyalty.
 When you ask if the customer has a few minutes to talk, you show that you respect the customer’s time.
 Personalizing creates an emotional connection with customers that makes them feel special.
Make Your Positioning Statement
 Your positioning statement should demonstrate our Brand Promise.
 Explain why you want to ask questions and how those questions can provide value to the customer by
helping to meet financial goals.
 To ensure the customer’s cooperation, show the value that PNC brings. Your positioning statement should
build confidence that you can provide solid recommendations solutions for the customer’s needs.
Positioning Statement Examples:
 “At PNC, we want to ensure we are helping you meet your financial goals. So I'd like to ask you a few
questions that will help me understand what you are trying to achieve. Your answers will enable me to
present some solutions that will put you on the path toward achieving all your financial goals. Do you have
a few minutes for this now?”
 “Thank you for choosing PNC. I am committed to helping you meet your financial goals. . Here at PNC, we
have many financial solutions that present tremendous value. If you are not under a strict time constraint, I
would love the opportunity to review your needs and together we can make sure we are finding the right
products and services to help you meet your financial goals.”
 “Mr(s) Customer, I would like to take the time to understand your overall financial goals before I present
any solutions. At PNC, we are committed to helping our customers achieve all of their financial goals.
Would you have a few minutes to answer some questions so I can determine the best solutions for you?”
Activity 3: PNC Conversation (Part P) – Personalizing
and Positioning the Conversation
High Value Probes and Questions
 Are positioned to show customers the value of providing information.
 Deal with feelings or preferences.
 Provide a great deal of information.
 Engage customers and cause them to think.
 Help customers on a path to self-discovery.
High value questions…
 Are unrestricted, with no limit on the answer. Example: How are you saving for your retirement?
 Words that typically begin high value questions: How, Why, What, Tell me, Explain, Elaborate
Closed probes…
 Restrict answers to what you want. Example: Do you have an account with us?
 Words that typically begin closed probes: When, What, Who, Do you, Is
Activity 4: PNC Conversation (Part P) –
High Value Questions
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N: Needs identification
Stated and Unstated Needs
A customer is like an iceberg.
 When a customer comes into the bank with a specific need, like
changing an address, that’s the “tip” or the stated need.
 We all know that changing the address means the customer is
moving. There will probably be many other unstated needs, things
the customer is not telling us. Using the initial need to transition into
the PNC Conversation allows us to engage the customer in
uncovering those unstated needs.
Activity 5: PNC Conversation (Part N) –
Stated and Unstated Needs
Active Listening
What do we mean by the term “active listening”?
 It is the communication process by which you hear, interpret, and respond to what the customer is telling
you.
Why is active listening important?
 It is an essential skill for servicing, satisfying and retaining our customers.
Benefits of Active Listening
Active listening builds lasting and positive relationships with your customers. When you actively hear,
understand, and respond to the customer, you:
 Tell the customer that you value his or her feelings
 Gain the customer’s cooperation and trust
 Reduce the tension of a stressful situation
 Are able to obtain more information about the customer’s situation by engaging the customer in the PNC
Conversation
 Can share ideas and discover satisfactory solutions
 Increase the bank’s value to the customer
Active listening can also help you fulfill the PNC Brand Promise and Customer Advocacy Principles, which
states that PNC will give our customers our respect and undivided attention.
Activity 6: Listening Self-Assessment
Active Listening Key Behaviors: “SCOPE”
An active
Explanation:
listener
will:
Stop talking
The number one listening rule.
 It allows you to listen attentively to the customer.
 It is respectful.
 It shows you value what is being said.
 Interrupting turns a two way conversation into a one way conversation.
Concentrate Aim your attention solely on the customer:
on the
 Make direct eye contact.
customer
 Watch your body language: sit erect, turn your whole body toward the customer, and keep
your hands still.
 Eliminate or ignore any distractions.
 Before beginning to jot down some notes, ask for the customer’s permission.
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Observe the
customer’s
non-verbal
clues
Paraphrase
and ask
questions
Empathize,
don’t
sympathize
“Listen” to the customer’s body language, not just spoken words.
 Notice the customer’s gestures and posture, and the emotions that are being conveyed.
 Pay attention to what the customer does not say.
 Remember that a sigh or shrug can communicate a great deal.
Repeat and restate! Rephrase the customer’s comments in order to:
 Clarify thoughts and feelings.
 Acknowledge that you are really listening.
 Lead into non-threatening questions.
Ask non-leading and non-threatening questions to:
 Gather important information.
 Build a dialogue with the customer.
 Move the conversation toward a positive resolution.
Show that you understand the customer’s feelings and point of view.
 Use the “Feel-Felt” technique to acknowledge the customer’s viewpoint and build rapport.
 Do not sympathize with (or “feel sorry” for) the customer.
 Never assign blame – either to PNC or to the customer
Remain patient and professional.
 Avoid mirroring the customer’s emotions
 Remain objective and non-judgmental, not defensive or argumentative
Dealing with Difficult Customers
When confronted with a quarrelsome or angry customer, your goals should be to:
1. Acknowledge the customer’s feelings.
2. Defuse the strong emotion.
3. Resolve the situation.
4. Use a positioning statement to transition into a PNC Conversation with the customer.
Active listening skills can help you when dealing with difficult customers.
 Stop talking: Do not interrupt, become defensive, or rise to the customer’s level of emotion. (This may
anger the customer further.)
 Concentrate: Show that the customer has your full attention. Say the customer’s name in the conversation.
(This may help to calm the customer.) Do not allow your body language to project your own anger or
distress.
 Observe: Do not assume that the customer is incorrect or unreasonable. Look for non-verbal clues that
indicate that the customer may be cooperative.
 Paraphrase: Make sure that you understand exactly what the customer is telling you.
 Emphasize: Use the Feel-Felt technique to emphasize and build rapport. Be careful not to “feel sorry” for
the customer – and never assign blame, to either PNC or the customer.
Active Listening Quick Tips
Here are some quick ways to improve your active listening skills right away -- at home, with friends, or on the
job:
 Maintain eye contact 50% more often.
 Ask twice as many questions, in a non-threatening way.
 Close or minimize computer screens.
 Paraphrase two or three of the other person’s comments.
 Practice positive body language! Lean toward and acknowledge the other person through your
expressions and posture.
 Identify at least one of the other person’s non-verbal clues, and interpret its meaning.
 Put down your pen while the other person is talking – OR – ask for permission before jotting down some
notes.
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Needs Identification – The Importance of Value
 Needs identification is successful when we demonstrate value to the customer in return for information.
Discuss the importance of making positioning statements throughout the Conversation as you begin to
explore various needs identification areas.
 High-value questions engage the customer by providing value back to them and gain information to
uncover and meet customer’s financial needs and goals.
 We want to know what customers value, so we can provide it for them.
 The value proposition is the buying motive, or reason why the customer will buy; it’s where the customer
sees the value.
Why Customers Buy
PNC customers are very diverse, and each one has a unique story that is just waiting to be told. Customer
stories are critical; this is how you learn what is important to the customer and what drives decisions, likes,
dislikes, levels of satisfaction, and “hot buttons”.
The Six Areas of Needs Identification
1. Everyday Money Management
Learning how the client conducts everyday money management involves:
 Discovering the tools the customer uses to deposit money, make everyday purchases, and make
payments on a monthly basis.
 Discovering if and how the customer uses credit cards to manage household expenses.
 Discovering what the customer does for a living and how much revenue is deposited on a monthly
basis. Most importantly, be sure to ask, “Where do you work?” This is a key driver in identifying
WorkPlace Banking solutions for our clients, and is also important when obtaining pre-approval on
credit cards.
 Discovering if there is a checking account, which acts as the primary household account.
 Discovering which channels the client prefers to use (branch, on-line, mobile, etc.)
2. Savings and Investment
A savings discussion should begin with identifying the customer's near-term (one year or less) savings
goals, as it is most relevant and helps to establish a financial timeline. Short-term savings goals might
include:
 Minor home repairs
 Vacations
 Larger purchases (car, electronics, furniture)
 Safety net for emergencies
After discussing immediate savings goals, it is natural to switch to more long=term (greater than one year)
savings goals. These could include:
 Retirement plans
 College education funds
 Elder care
 Investments
 Purchase of a home
3. Borrowing
Borrowing needs can include anything from wanting to consolidate credit card debt to financing the
wedding of your only child. The most popular reasons customers borrow include:
 Accessing home equity for home improvements and other large purchases (Home Equity Loans/Lines)
 Purchasing cars (Auto Loans)
 Purchasing homes (Mortgages)
 Using revolving credit for purchases small and medium (Credit Cards)
4. Account Safeguarding
It is important to learn what the customer is doing to safeguard the account. This should be a wellreceived question, since the goal is to help the customer protect the account and reduce minimize
possible fees.
Your aim is to explore opportunities for:
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 Overdraft Protection
 Email and Mobile Alerts
 Auto Save
 Reg E Opt-In/Opt-Out
5. Clients Relationships with Other Financial Institutions
For this area, the banker is determining what the customer values in a product or service with another
institution-- such as a credit card, retirement account, mortgage, etc. By identifying the value, the banker
can determine if a PNC product or service could meet those same customer needs and expectations.
Questions within this area include:
 What types of accounts does the customer have with other financial institutions?
 What does the customer value about relationships?
 Are the customer's needs being met?
6. Additional Needs, Concerns or Questions
This is an opportunity for the customer to discuss additional needs, express concerns or ask questions. In
most circumstances, it simply acts as a way to ensure that you have addressed the customer's needs
before you move to presenting solutions.
When asking this question, it will be helpful to mention to the customer that the conversation is wrapping
up and that you will soon be providing the solutions that you mentioned in your positioning statement:
 "Before I move forward to providing you with solutions that I promised, are there any additional needs,
concerns or questions that you have at this time?"
Tips for High-Value/Open-Ended Questions and Discussions of Positioning Statements as
Conversation Progresses
 Use an effective positioning statement to ensure that the customer can understand why you are asking the
specific question.
 High-value questions should start the customer thinking. We want to lead the customer on a path to selfdiscovery.
 Ask yourself the question before you speak it out loud. If you can answer it with Yes or No (or with only
one word), it is not open-ended. Rephrase it as an open-ended question that will produce a more detailed
response.
 Utilize the updated PNC Conversation Worksheet. Emphasize that the banker must use Genesis to record
Conversation results. Genesis is a central repository to hold the information we obtained through the
Conversation. By using this tool, it will be easy for anyone in the branch network to research the customer
and leverage the answers already obtained.
Activity 7: PNC Conversation (Part N) –
Value Propositions
Activity 8: PNC Conversation (Part N) –
Six Areas of Needs Identification
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C: Close
What makes a good solution and close?
 Thank the customer.
 Present solutions in a fair and open manner.
 Help the customer decide the best solution.
 Refer to what the customer said; demonstrate that you listened.
 Present the solution after all needs have been identified. Offer personalized solutions and
communicate them with confidence.
 Present the solution as a logical response to the need. Include benefits with every solution. And
present in a fair and open manner
 Be confident in yourself, your products and services, and in PNC.
 Ask for the business! Close the conversation with a direct question, such as “May I proceed with opening
your checking account?”
 Discuss the next steps. It is important to make plans for securing the next steps. Do they need to submit
an application for that loan? How long will it take to be approved? How will they be reached and by
whom?, etc…Be very clear about what the customer can expect from you and what you expect in return
from the customer. This includes what the customer can expect from an on-boarding perspective. Obtain
the customer’s phone number and find out the best time to call. Explain why you will be calling.
 Follow up with the customer. If you made a promise to send something out in the mail, call to verify that it
was received. Did they receive those checks? Is there any other financial need that the customer thought
of in the interim?
 Asking for referrals is important, but you must first make sure that the customer was completely satisfied
with their interaction with the banker and with PNC. If they are, a best practice is to give them a couple of
business cards, ask them to keep one for themselves and give the others to friends, family or co-workers
you may be able to help!
 Refer customers to additional partners with specialized expertise (mortgage, investments, business
banking, etc…). Provide the partner’s name and contact information. Schedule an appointment for the
customer. If the partner is in the bank, introduce them, etc…Do not rely on the customer to make the
contact; make the appointments yourself!
PNC Branded Pocket Folder
At the close of the conversation, use the PNC branded pocket folder to hold the pertinent PNC
Conversations brochures, product comparison guides, and activation sheets. Personalize the PNC folder by
including collateral materials that are relevant to the customer conversation. These materials include
brochures, product comparison guides, and activation and enrollment guides. Encourage the customer to
read the materials by highlighting key sections that may appeal to the customer.
 Discuss the onboarding process with the customer and determine the best way and best times to contact
the customer. If you have discussed additional needs and solutions during a branch visit, set up a followup appointment. Set up appointments with any business partners as is appropriate.
 If you open an account at this time, include all account opening recaps and any other account opening
documentation and regulatory disclosures.
 Give the customer several business cards. Ask the customer to keep one and give others to friends,
family and neighbors as a referral to PNC.
At PNC, we use collateral materials (sales tools) to:
 Connect with our existing and potential customers.
 Create a consistent customer experience across our footprint.
 Reinforce the PNC Brand and distinguish ourselves from the competition.
PNC Solutions Brochure
Solutions Brochures are dynamic tools that inform the customer and reinforce the PNC Brand. These
brochures are based on each of the Six Areas of Needs Identification listed on the PNC Conversation
Worksheet.
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The Consumer Sales Collateral Resource Page provides consumer collateral materials which help
personalize the PNC Conversation.
Refer to the Consumer Sales Collateral Resource Page.
Also, refer to the Always Open brochure at www.PNC.com/AlwaysOpen.
Activity 9: PNC Conversation (Part C) – Close
Activity 10: PNC Conversation – New Customer
Activity 11: PNC Conversation – Role Play
Tips for Using the PNC Conversation Model
 What are your “pet” questions? You should have at least three. For every possible situation, it is important
to have your own set of high-value questions that provoke the customer in a positive way and get the
conversation going.
 “I see you are coming to us from Commerce Bank. May I ask what they do for you that we should
strive to do better?”
 Or how about, “How important is it for you to have quick and helpful information?”
 Or, “How important is it to you to know somebody at the bank?”
It should be easy to think of these questions when no customer is around, and then commit to using them
in your conversations all the time. Write them down until you commit them to memory. Customers love
these kinds of questions because they differentiate PNC in a positive way.
 Use all the tools at your disposal, including your infielders and outfielders. Why should you do all the
work?
 Take your time and show off www.pnc.com, the PNC Directions Newsletter, and the Always Open site.
 Let the customer see that help is all around. As to the infield and outfield, don’t forget the possible
referrals that you can send to your Ecosystem Partners, including Business Banking, PCG, PNC
Investments, Wealth Management, Mortgage, etc.
 Every customer should get an overview of these tools and exposure to other resources.
 Businesses are where the money is, and there is a similar conversation model, called the Cash Flow
Conversation, for businesses (which we’ll discuss in more detail in the next few days). Look for evidence
that your customers own businesses and find ways to engage them in the PNC Conversation.
 “I wasn’t aware you owned your own business.”
 Two great questions to ask are, “Can you spare a few minutes to tell me about it?” and “What’s
important to you about a bank and the way it accommodates your business needs?” Then just listen.
 Business owners love to talk about their business, and there is good research that suggests that banks
do not understand them or care about them enough.
 If you find an opportunity for a more in-depth discussion, refer them to your Branch Manager or
Business Banker.
 Try to talk to couples if you can. If you cannot, ask how the partner feels about things, (in cases where the
solution will be found in using joint names). The greater the size of the financial decision, the greater is
the likelihood that both parties will discuss it.
 You will show respect and professionalism if you ask, “How does Mrs. Smith feel about this?” or
“Would it be useful to have both of you here to discuss this?”
 When both parties are at your desk, be careful to alternate your questions and eye contact between
them.
 “What do you think?” is better than “Okay?” or “See what I mean?” When you are using trial closes or
looking for customer feedback, it is professional to ask a legitimate question and help the customer to
start talking and sharing opinions. This helps the customer go through the “self-discovery process”. It is
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NEW HIRE PLATFORM
Participant Guide: Sales and Service
not respectful of the customer’s feelings when you explain something, offer a thoughtless “Okay?” and
then keep on talking.
 Provide a solution as if you were speaking to a relative or close friend. Why? Because the customer
wants to trust you and needs your help. When it is time to provide a solution, you are the expert.
 “I really believe that when you think of how this will help you, as I’ve described, you should get this
started today.” Or, “I’ve helped many customers with this idea and I feel very strongly you should do
this, too.”
Activity 12: Where do you like to shop?
Using the PNC Conversation to Live the Brand Promise
 Using the PNC Conversation model is a way to ensure we are fulfilling the PNC Customer Experience
Promise of Ease, Confidence, and Achievement.
 We know that the PNC Conversation works because PNC conducted market research to evaluate how
we engage our customers.
 PNC took into consideration both employee and customer focus group feedback. This resulted in a
number of enhancements our customers said would make their banking experience better and that our
employees said would make their customer conversations better.
 One of the primary goals of the PNC Conversation is to ensure that it is being executed with all customers
and that we are creating a consistently exceptional customer experience.
 The PNC Conversation gives us opportunities to:
 Strengthen our brand of Ease, Confidence and Achievement
 Demonstrate exceptional customer service and really become the recommended bank
 When demonstrated regularly, PNC Conversations allow platform bankers to engage in more thorough
and robust conversations with their customers, allowing them to help their customers understand our
products and services and achieve their financial goals more effectively.
The PNC Conversation is used for every conversation, whether it is focused on sales, service, or problem
resolution.
Activity 13: Brand Promise
Ecosystem Partners
PNC’s ecosystem model enables and encourages branch teams to leverage the expertise in other lines of
business to improve the financial well-being of our customers.
Ecosystem Partners:
 Branch Banking
 Business Banking
 Merchant Services
 Treasury Management
 Corporate & Institutional Banking
 Private Client Group
 PNC Investments
 Asset Management Group
 PNC Mortgage
Refer to Ecosystem Partners
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