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%.