The news: The Financial Brand recently featured Citizens Bank’s comprehensive strategy for improving the customer experience. Here’s what stood out to us.

People-first philosophy: Citizens Bank’s philosophy emphasizes that banking is a human-centric business. As we’ve discussed on our podcast, this mindset helps to future-proof a bank while keeping customers happier. It’s hard to switch from product-centricity to people-centricity, but banks that have made the switch are ahead of the competition.

Hyperlocal strategy: Citizens has adopted a deeply customized approach to its markets. For example, the bank treats each New York City borough differently, hiring local staff and tailoring strategies to become a part of specific communities.