2. All About Huntington
Founded in the Midwest and headquartered in
Columbus, Ohio, after more than 140 years, we still bear
our founder’s name. We provide Personal, Business and
Specialty financial services in more than 600 branches, at
over 1,300 ATMs, online and through mobile banking
across six states:
Ohio, Michigan, Indiana, Pennsylvania, West Virginia, and
Kentucky.
Implementation Highlights:
• 7,400 of our 11,000+ colleagues are active
Salesforce.com users
• Over 80% of active users are consistently logging
in to MAX every 14 days
3. Meet MAX
Phase One
Focus on Cross-Segment Referrals Management rolled out to all
sales segments in early June 2010
– Business Banking, Commercial Banking, Private Financial Group, Mortgage and other
(non-Retail) colleagues launched in MAX on May 10, 2010
– Retail and Customer Service Call Center colleagues launched on June 7, 2010
Phases Two+
Added Opportunity, Activity and Customer
Management, Reporting and Dashboards, and custom Enterprise-
wide Sales Process tools
Phases 2+ roll out segment-by-segment with incremental
functionality adds beginning late in the second quarter of 2010
and will continue into early 2011
Systems Integrations will continue throughout 2011 and 2012
3
4. Change Management Overview
Change Management Tactics:
Branding Salesforce.com internally as MAX
Adopting a Social Networking theme
Creation of “hbook,” a likeness of “facebook”
Creation of Comprehensive Cross-media communications plan
Multi-faceted and multi media Sales User, Sales Support User and
Super-User (Champion) Training
Creation of the MAX Champion Network
6. Are you “Friends”
with MAX on hbook?
Colleagues can
read their Leader’s
thoughts on MAX
and read Friends’
and Fans’ comments
Colleagues receive
MAX updates
regularly on hbook
and can register to
become a “Fan”
7. Are you a fan of
MAX on hbook?
Colleagues were
asked to become
a fan of MAX
Champions and
other colleagues were
challenged to refer
other colleagues to
become fans
10. Champion Recruitment & Success
Leveraged the executive
management committee and
segment leaders to recruit
Champions
Our goal was to recruit 57
Champions
Offered the “Prestige” of being
the Subject Matter Experts on
THE top strategic initiative
Budgeted a modest stipend per
Champion
13. MAX Fun Facts Five Month Post-Launch
One Referral 50% of Over 3,400 More than
from 6,500 Colleagues Colleagues = 8,300 Cross-
Colleagues >20 Referrals Referral/Week Segment Wins
Interesting Wins 6,600
Investments
4,300
Mortgages
1,110
Insurance 700
Policies Treasury
5,600 Loans/Lines Products
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15. What do you think of MAX?
Colleagues have a
dedicated mailbox for
MAX questions and
user suggestions
Colleagues have a
dedicated technical
issues queue for MAX
issues and technical
fix suggestions
16. Feedback = Fixes
Colleagues receive
an email and an hbook
article when we
implement new
functionality or put in
fix suggestions…
17. Adoption Lessons Learned
Communications Training
1. Maintain a dedicated resource for 1. Ensure all segment Champions
communications and adoption strategies are engaged in training sessions
2. Use multiple channels to deliver both 2. Host a post training hotline for
company-wide and targeted
user questions
communications
3. Utilize Champions as communications 3. Get regular feedback from daily
support and alternative post-training Champion calls
during a launch
4. Reward colleagues for being active and
engaging in communications 4. Provide alternative training
options (OLT, WebEx, Onsite)
Editor's Notes
MAX stands for “maximizing the opportunity and relationship” with our customers and prospectsGoal is to support our strategy of improving cross-segment cross-sell by:Enabling our team to cross sell across all business segmentsProviding one integrated enterprise-wide Customer Relationship Management tool for all sales colleagues
What did it need to look like?
Expectations:Help drive the adoption/use of MAXLeverage best practices among MAX UsersSupport accountability through helpful reporting/toolsEnsure consistent use of MAX across segmentsRemain integrated throughout the process of rolling out MAX to all segmentsRecruitmentSuccessfully recruited over 65 Champions across the footprintHosted weekly All-Champion calls to begin socializing MAXChampions attended a 3-Day pre-launch Train-the-TrainerChampions were equipped with tools and Max promotional items to support Phase 1 LaunchAt each launch, we host daily Champion calls to obtain feedbackThe Champion contact list remains posted on hbook for users to refer
Over 1,000 Colleagues signed up as MAX Fans a month prior to Phase 1 Deployment for 2,100 usersOver 4,000 Colleagues signed up as MAX Fans one week prior to Phase 1 Deployment for 2,100 usersOver 5,000 Colleagues signed up as MAX Fans within three weeks after Phase 1 Deployment for remaining 5,000 usersOver 91% of Users voluntarily completed training prior to LaunchOver 1,000 referrals were created in the first few weeks prior to Retail and Call Center LaunchOver 30,000 referrals were created in the first month after Retail and Call Center Launch
As if 10/22 - Over 200,000 referrals since inceptionOver 6,500 colleagues have made at least one referralOver 50% of colleagues have made more than 20 referralsAbout 3,400 colleagues a week make a referralAbout 50% of wins come from referrals less than two days oldOver 8,300 wins have come from cross-segment referralsInteresting wins6,600 investments5,600 loans / lines4,300 mortgages1,110 insurance policies700 treasury management products