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BancAnalystAssociation of Boston
November 7, 2003
Jack L. KopniskyPresident
Key Consumer Bank
Michael OrsinoNational Sales ManagerRetail Banking, KeyCorp
PRIVATE SECURITIES LITIGATION REFORM ACT OF 1995FORWARD-LOOKING STATEMENT DISCLOSURE
The presentation and discussion, including related questions and answers, and presentation materials, contain forward-looking statements about issues like anticipated fourth quarter and full-year 2003 earnings, anticipated level of net loan charge-offs and nonperforming assets and anticipated improvement in profitability and competitiveness. Forward-looking statements by their nature are subject to assumptions, risks and uncertainties. Actual results could differ materially from those contained in or implied by such forward-looking statements for a variety of factors including: changes in interest rates; continued weakness in the economy, which could materially impact credit quality trends and the ability to generate loans; failure of the capital markets to function consistent with customary levels; delay in or inability to execute strategic initiatives designed to grow revenues and/or manage expenses; consummation of significant business combinations or divestitures; new legal obligations or restrictions or unfavorable resolution of litigation; further disruption in the economy or the general business climate as a result of terrorist activities or military actions; and changes in accounting, tax or regulatory practices or requirements.
Net Income by Line of Business
Corporate & Investment Banking
40%
ConsumerBanking
50%
Investment Management Services
Net Income - 3Q03
• Retail Banking• Small Business• Consumer Finance
• Corporate Banking• KeyBank Real Estate Capital• Key Equipment Finance
10%
1
Deposit growth Increase cross-sell New client acquisition
• Adding new KeyCenters and RMs Consumer Finance: reposition and improve cross-sell Business Banking: focus on business development
Business Initiatives
Business Scale
900 KeyCenters - 2,200 ATMs On-line Clients: 722,000 (37% Penetration) Small Business: 10th largest in loan balances
Retail BankingSmall BusinessConsumer Finance
Consumer Banking2
Consumer Bank Financial PerformanceFinancial Performance ($ millions)
Q3’03 Q2’03 Q3’02% Growth
Q3’03 vs. Q3’02
Revenue
Provision for Loan Losses
Expenses (Incl Ovhd)
Net Income
Loans
Deposits
Transaction
MM/Savings
CD’s
616,102
69,857
354,578
119,791
29,100
34,999
10,367
10,913
13,719
580,997
64,754
353,093
101,969
28,874
34,780
9,902
10,697
14,182
576,864
70,171
336,343
106,605
28,243
33,580
9,054
8,949
15,577
6.8%
-0.4%
5.4%
12.4%
3.0%
4.2%
14.5%
21.9%
-11.9%
3
Progress on Relationship Development
Q3’03 Q2’03 Q3’02
Checking Balances ($ in Millions)
Retail Banking
Business Banking
Net New Checking Accounts
Retail Banking
Business Banking
MM/Savings Balances ($ in Millions)
Retail Banking
Business Banking
Home Equity Balances ($ in Millions)
Retail Banking
Net New Clients
Retail Banking
Business Banking
Accounts per Customer
Retail Banking
Business Banking
$6,871
$3,116
30,174
(469)
$9,687
$1,217
$7,900
10,766
1,030
Relationship Development and Client Acquisition
3.05
2.88
$6,707
$2,865
10,071
(556)
$9,531
$1,160
$7,614
3,480
1,103
3.03
2.84
$6,074
$2,652
(9,336)
(738)
$8,029
$916
$6,956
(16,047)
820
3.00
2.70
%
13%
17.5%
NM
57%
21%
33%
14%
26%
2%
7%
NM
4
Key’s Relationship Approach
FoundationElements
Human Capital
=+Products
Geography
Segmentation
Channels
DistinctiveElements
ClientKnowledge
Service & Advice
MultipleSolutions
Future State
Unique ClientExperience
ConsistentShareholder
Return
5
Key’s Relationship Approach
FoundationElements
Human Capital
Products
Geography
Segmentation
Channels
6
Key’s Relationship Approach
• Market Share Objective: Top 4 Market Share Position• Retail Infrastructure Investments 2000-2005 - $162 Million• Acquisition Strategy
• Measures of Success Market Share Growth Market Earnings Growth
District* Deposit Market
Position
* KeyBank Deposits
(in billions)
*KeyBank Deposit Market
Share # of KeyCenters
Cleveland OH 1 $16.2 36% 68Central New York 1 $1.8 12% 59Maine 2 $1.9 13% 62Toledo OH 2 $1.4 10% 38Western New York 3 $2.3 9% 42South Puget Sound WA 3 $2.0 12% 62Albany NY 3 $1.8 12% 46Hudson Valley NY 3 $1.6 7% 36Northern Indiana 3 $0.9 12% 33Idaho 3 $0.6 7% 30Seattle WA 4 $1.6 6% 42Dayton OH 4 $0.8 8% 24Vermont 4 $0.4 8% 12 Total (Key Position 1-4) $33.3 15% 554 % of KeyBank's Total 78% 62%
Oregon 5 $2.0 7% 66Trans Mountain WA 5 $0.8 5% 32Alaska 5 $0.4 6% 17Akron/Canton OH 6 $1.2 7% 38Central Indiana 6 $0.8 5% 32Columbus OH 6 $0.8 6% 25Cincinnati OH 6 $0.6 2% 23Rochester NY 8 $0.3 3% 14Coloroado 9 $1.0 2% 41Michigan 9 $0.5 4% 21Utah 10 $0.6 1% 37 Total (Key Position 5-10) $9.3 3% 346 % of KeyBank's Total 22% 38%KeyBank Totals $42.5 900
Foundation ElementsGeography
Market Share
7
Key’s Relationship Approach
• Profit Tier Segmentation
• Movement to Life Stage Segmentation
• Measures of Success Profitability/Client
Profitability/Segment
Net Client Growth
Foundation ElementsSegmentation
28.6% 30.1%33.9% 34.6%
31.2%
9.2%11.2% 11.7% 13.1% 13.5% 13.2%
5.3% 6.1% 6.4% 6.3%
3.4% 5.0% 5.4% 6.1% 6.1%
55.4%43.1%39.5%41.5%47.8%49.4%
28.0%
4.0% 6.8%
4.0%
Customers
June
1998
Dec
1999
Profitability/CustomersJune
1998
Dec
2000
($121)
$394
($104)
$532
P1P2P3
P4
P5
Dec
2000
$679
($143)
Dec
2002
Dec
2001
Dec
2001
Dec
1999
Dec
2002
$458 $618
($111) ($133)
Sept
2003
Sept
2003
$727
($129)
8
• Client Choice of Channel
• Key Centers / McDonald Offices
• ATM
• Call Center
• Key.com
Key’s Relationship Approach
• Measures of Success Productivity
Service Levels
Client Satisfaction
Foundation ElementsChannels
8.92
9.03
2002 Q3 2003
Current Scale
The scale is 1-10: 1 = Very Dissatisfied10 = Very Satisfied
Client Satisfaction
9
Key’s Relationship Approach
• Broad Product Solutions for Consumers and Institutions
• Loan, Deposit, Investments, Fee-Based Services
• Relationship Pricing and Packaging
• Measures of Success Profitable Balance & Fee Growth
Product Economic Value Added (EPA)
Foundation ElementsProducts
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
1st Qtr 2nd Qtr 3rd Qtr
2002 2003
48%Increasethis year
New DDA Account Opening
10
Key’s Relationship Approach
• Competency-Based Hiring
• Significant, Continuous Learning and Training Environment
• Differentiating for High Performance
• Meritocracy
-- Financial Objectives-- Behavior Expectations-- EPA Driven Rewards
• Measures of Success Employee Satisfaction
Retention/Turnover
Diversity
Foundation ElementsHuman Capital
10.0%
20.0%
30.0%
40.0%
Year End 2001 Year End 2002 Q3 2003
All Positions Client Relations Representatives
Retail Turnover Ratio
11
Key’s Relationship Approach
+
DistinctiveElements
ClientKnowledge
Service & Advice
MultipleSolutions
FoundationElements
Human Capital
Products
Geography
Segmentation
Channels
12
Key’s Relationship ApproachClient Knowledge
• Investments in Enterprise
• Turn Data to Actionable Information
• CRM System
• Measures of Success Sales Productivity
Conversion Metrics
Distinctive Elements
30,000
40,000
50,000
60,000
22%Increase
During 3rd Quarter
3Q’02 3Q’03
Retail Profit Production
13
Key’s Relationship Approach
• Defined Service Behaviors
• Relentless Consistency
• Proactive Advice
• Measures of Success Client Acquisition/Attrition
Client Satisfaction
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
Year End 2002 1st Qtr 2003 2nd Qtr 2003 3rd Qtr 2003
Attrition Acquisition
Annualized Attrition/Acquisition Grows
Service & Advice Distinctive Elements
14
Key’s Relationship Approach
• Aggressive, Results Oriented
• Proactively Acquire Major Share of Wallet
• Measures of Success Defined Sales Activities
Cross Sell Ratio
Share of Wallet
Multiple Solutions Distinctive Elements
2.00
3.00
4.00
5.00
Year End2001
Year End2002
Q3 2003
Accounts/ Customer Accounts/ Household
Cross Sell Ratio
15
Key’s Relationship Approach
+ =
DistinctiveElements
ClientKnowledge
Service & Advice
MultipleSolutions
Future State
Unique ClientExperience
ConsistentShareholder
Return
FoundationElements
Human Capital
Products
Geography
Segmentation
Channels
16
Key’s Relationship ApproachFuture State
• Consistent & Distinctive Service Experience
• Aggressive, Unrelenting Sales Culture
• Consumer Banking Growth Supporting Consistent Shareholder Returns
• 3-5% Revenue Growth
• 10%+ Earnings Growth
• ROE 21%+
17
BancAnalystAssociation of Boston
November 7, 2003
Michael OrsinoNational Sales ManagerRetail Banking, KeyCorp
Retain Expand Acquire
• Relentless Accountability - Daily reports
• Leaner more efficient structure
More one-on-one coaching
• Retain/Recruit High Performers
18
Results
DDA Growth
5XBank Avg.
KeyCorp Central New York
LoanGrowth
2.9XBank Avg.
12%Net
IncomeGrowth
19
Question & AnswerSession
Jack L. KopniskyPresident
Key Consumer Bank
Michael OrsinoNational Sales ManagerRetail Banking, KeyCorp