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PNC Financial Base Case

By David F. Carr Print this article Print

A project to clean up errors in customer records brought an unexpected dividend to PNC Bank.

PNC Financial Base Case

Company: PNC Financial Services Group

Headquarters: 249 Fifth Avenue, Pittsburgh, PA 15222

Phone: (412) 762-2000

Business: PNC Bank is the largest business unit of the company, which also provides asset-management and mutual-fund processing services.

Chief Information Officer: Timothy Shack

Financials in 2003: Total assets, $62.8 billion; earnings of $274 million on total revenue of $5.3 billion. Revenue from banking operations dipped to $3.8 billion, down from $4.0 billion in 2002.

Challenges: Eliminate inaccuracies in customer data, create a more rounded view of each customer and drive up customer retention. Leverage this data to improve the bank's response to laws involving customer-identity verification and watch-list matching.

Baseline Goals:

  • Grow banking business 5%-7% per year.
  • Grow overall financial-services business 10%-12% per year.
  • Use better knowledge of customers to improve retention from a rate of 91% in 2000 to 94% in 2003.
  • Reduce the volume of returned mail by 50%-65%.

This article was originally published on 2004-03-01
David F. Carr David F. Carr is the Technology Editor for Baseline Magazine, a Ziff Davis publication focused on information technology and its management, with an emphasis on measurable, bottom-line results. He wrote two of Baseline's cover stories focused on the role of technology in disaster recovery, one focused on the response to the tsunami in Indonesia and another on the City of New Orleans after Hurricane Katrina.David has been the author or co-author of many Baseline Case Dissections on corporate technology successes and failures (such as the role of Kmart's inept supply chain implementation in its decline versus Wal-Mart or the successful use of technology to create new market opportunities for office furniture maker Herman Miller). He has also written about the FAA's halting attempts to modernize air traffic control, and in 2003 he traveled to Sierra Leone and Liberia to report on the role of technology in United Nations peacekeeping.David joined Baseline prior to the launch of the magazine in 2001 and helped define popular elements of the magazine such as Gotcha!, which offers cautionary tales about technology pitfalls and how to avoid them.
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