Kate HagemannDirector of Change Management & Adoption

Bluewolf

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

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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

Meet MAX

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

hbook

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”

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

MAX Champions

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

Successes and Lessons Learned

Everybody Loves MAX: Adoption Success Pre-Launch

1,000 Referrals!

91% Training Participation!

30,000 Referrals!

MAX Fun Facts Five Month Post-Launch

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One Referral from 6,500 Colleagues

50% of Colleagues

>20 Referrals

Over 3,400 Colleagues =

Referral/Week

More than 8,300 Cross-

Segment Wins

6,600 Investments

Interesting Wins4,300 Mortgages

5,600 Loans/Lines

1,110 InsurancePolicies

700 TreasuryProducts

Key Take-Aways: Our Lessons Learned

What do you think of MAX?

Colleagues have a dedicated technical issues queue for MAX issues and technical fix suggestions

Colleagues have a dedicated mailbox for MAX questions and user suggestions

Feedback = Fixes

Colleagues receive an email and an hbook article when we implement new functionality or put in fix suggestions…

Adoption Lessons Learned

1. Maintain a dedicated resource for communications and adoption strategies

2. Use multiple channels to deliver both company-wide and targeted communications

3. Utilize Champions as communications support and alternative

4. Reward colleagues for being active and engaging in communications

1. Ensure all segment Champions are engaged in training sessions

2. Host a post training hotline for user questions

3. Get regular feedback from daily post-training Champion calls during a launch

4. Provide alternative training options (OLT, WebEx, Onsite)

Communications Training