To be the best we must:
Develop a world-class franchise in every business we operate
To be great, a company must have the ability to deliver good returns and solid growth over time. To achieve these results, we must provide our customers with a broad, complete and high-quality set of products and services while leveraging the benefits and eciency that come with scale. We must also demonstrate our ability to grow both organically (e.g., new products, market-share gains) and by acquisition. Finally, we must demonstrate that the whole is greater than the sum of the parts. Each business fuels and complements the others, providing substantial competitive advantages such as distribution channels (credit cards and mortgages for retail customers, or treasury and securities services for wholesale clients, to name just a few) and great global brands.
Be field- and client-driven, consistently delivering the best products and services in a cost-eective way
We must act in the customer’s best interest, not once in a while, but consistently. This means offering outstanding products and services and being helpful, courteous and quick to follow up. We need to be keenly aware of the competitive landscape and quick to act. The field – the employees closest to the customer – should drive this process and have ample resourcesand authority to be the best at serving customers. Our strength resides in the field. We must exceed customers’ expectations and constantly make it easier for them to do business with us.
Innovate, test and learn
We need to make innovation part of our DNA. This does not mean spending hundreds of millions of dollars on failed ideas. It does mean, however, that we will take some calculated risks, knowing that some will fail. It requires that we build forward-looking ideas into every conversation, every analysis and every new product we look at.
Create powerful brands that carry a commitment of quality and integrity
We are fortunate to have two highly respected and powerful brands. Each of them is not only a promise to customers, but also a commitment we make to ourselves about who we are and just how good we want to be. This commitment goes well beyond creating a name, visual design, symbols, colors or a tag line. To be powerful and trusted, our brands must be brought to life by the people who represent them and the systems they use. Talking the talk is not enough. We need to walk the talk and deliver on the promise every day.