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Our CustomersEWEAPRECIATIO NTKEEP I SIMPLEWEINGWERPOEMWEAARRE1REBUIL D I NAG T RU S TNDAPIn AIB, our principal Brand Value is ‘we put ourcustomers first.’ This has been developed by ourpeople and our customers. We want our customers tohave a superior experience in each and every interactionwith us. This means that we are understanding ourcustomers because we listen to them, recognise theirfinancial needs and offer them solutions that meet thoseneeds. We are embedding this in the culture of ourorganisation and making it visible in everything we do.The Voice of the Customerfeedback from over 50,000 customersR CUSTOMEOURSTOGETHERFIWPU BETTER TETRSWEWe are working hard to hold our customers at theheart of everything we do. An in-depth knowledge ofthe needs of our customers is a good starting place. Itbrings efficiency to how we drive and shape productsand services that customers want. Acknowledging whatour customers want focuses our activities and helpsthem experience a better bank. We are making goodprogress with this customer focus but recognise that wehave more to do.Customer centric brand valuesWe sought feedback from over 50,000 of our customersin Ireland and the UK through our Customer ExperienceProgramme. We have listened to our customers andas a result we are enhancing our interaction with them,creating and improving initiatives for them and givingthem more choice and greater accessibility.

This is a journey, and the good news is that we aremaking progress. The primary tool we use to measurethe success of this programme is our Net PromoterScore 1. We want to improve these scores and wehave seen real progress in what our customers haveexperienced in 2014.Tailored offerings for distinct customersegments and sectorsWe have enhanced our offerings for our differentmarkets. Throughout 2014, we have undertakendistinct segment and sector initiatives which we believeare innovative and which improve our customers’experience of us.Personal customersAIB’s goal is to be at the heart of our personalcustomers’ financial lives while delivering exceptionalcustomer experience. We have strong market sharesin products for our personal customers in Ireland andwe provided 60,000 personal loans in 2014. Thesepropositions combine suitable products with informedrelationship management that reach them consistentlythrough all our No.1 orJoint epositsWe increased our lending significantly to our personalcustomers in the second half of 2014 as consumersentiment and general economic conditions improved. Inthe Republic of Ireland, we lent 0.4 billion to personalcustomers, an increase of 29% year on year. We focusedon new initiatives to make the process seamless forcustomers, which included online fulfilment for personalloans with a decision within three hours.Youth marketWe are focused on having a leading presence in thestudent market. We updated and improved ourproposition, including a larger presence on campus in15 universities and colleges in Ireland and a new studentloan facility to help with education expenses. 2014was the 13th year of the AIB Build a Bank Challenge, anational competition for second level students to runtheir own school bank. The AIB Student Plus Accountwas awarded the best value student account bybonkers.ie, the price comparison website.MortgagesFor most people, buying their home is the biggestfinancial transaction of their lives. AIB is proud to havea leading market share of mortgage drawdowns in theRepublic of Ireland, which demonstrates our supportto customers during this important time for them.We supported c. 16,000 customers in gaining mortgageapproval in Ireland in 2014. We also reduced ourstandard variable interest rate and our fixed interestrate products for new and existing mortgage customersin Ireland in 2014.We want our customers to have access to specialistadvice when making this important decision. Weintroduced mortgage advisors to our Irish branchnetwork, who support customers throughout themortgage application and approval process. The EBSbrand re-emerged in 2014 with increased locations formortgage consultations, including flexible meeting timesto suit customers’ needs.AIB eMortgage is the first online mortgage applicationto-approval proposition on the Irish market and it isgaining traction with our customers.1 The Net Promoter Score, or NPS is a measurement program that tracks AIB customers’ loyalty and advocacy.2

AIB had a 33% market share of mortgage drawdowns in2014 in Ireland with 1.3 billion in total drawdowns, a34% increase on 2013.Mortgage drawdowns in First Trust Bank in NorthernIreland increased by 42% year on year following anexpansion of our suite of mortgage products.Business customersNo.1 Bankfor Start-upsc. 15,500 SME customerstart-ups supported in 2014Joint No.1 Bankfor main current accountNo.1 Bankfor main loansNo.1 Bankfor main leasing agreementNo.1 Bankfor credit cardsAIB is committed to actively supporting economicrecovery and job creation. We are doing this by backingentrepreneurs, early start-ups and established SMEs.AIB has embedded its sectoral led approach, providingcustomers with leading sector specialists whounderstand the challenges and opportunities of their3industry and business. In partnership with industrybodies we have continued to commission in-depthresearch reports. To support our customers, we havealso hosted nationwide sector specific seminars.We have launched sector specific funds, including a 200million Export Fund, 300 million Long Term Care Fundand a 350 million New Homes Development Fund. Inaddition, we launched a 500 million Agriculture Fund,underpinning our commitment to this sector.In response to feedback from our business customers,AIB has rolled out a series of other initiatives to supportthis customer segment, including our ‘Backing Brave’programme. This programme includes credit decisionsfor SME loans up to 30,000 within 48 hours. We havealso introduced a dedicated SME phone desk whichoperates extended business hours and to support newentrepreneurs we launched a Start-up Academy.In 2014 AIB approved 6.4 billion in business credit tothe SME sector in Ireland, a 50% increase year on year.In the UK, AIB GB was awarded “Best Service from aBusiness Bank 2014” by Moneyfacts Awards. This is inrecognition of its relationship management propositiontogether with a focus on its customer service. New andadditional lending in AIB GB increased 63% year on yearto circa 1.3 billion. This underlines our focus on lendingto the business market and our target market of ownermanaged businesses. In direct response to listening tothe ‘voice of our SME customers’ in Northern Irelandwe introduced two business funds, the Business SupportFund and the Owner Managed Fund.

Corporate customersCustomers in financial difficultiesWe continue to develop and strengthen ourrelationships with corporate and institutional customersby providing sectoral expertise, tailored financialsolutions and a premium customer service.We work with our customers who are in financialdifficulty and help them bring stability and certaintyto their situation. This has been a key area of focusduring 2014. The Financial Solutions Group (FSG) hasapproximately 1,600 skilled staff dedicated to resolvingthe issues of customers in difficulty, who are furthersupported by their colleagues in the wider AIB branchnetworkOur sector specialist corporate banking teams workclosely with our Customer Treasury Service andspecialist product teams to ensure that we continueto strongly support our customers as well as the Irisheconomy. We provide a range of financing solutions toour customers from senior debt and working capitalsolutions through to mezzanine and equity finance.In 2014, including the UK, lending to Corporatecustomers increased by 57% year on year.The reshaping of our Corporate & Institutional Bankingsegment at the beginning of 2015 will enhance ourmid-market and corporate offering and allow the UKand Irish businesses to collaborate more closely onopportunities.Leading positionin Irish banking marketNo. 1 bank to the Foreign DirectInvestment (FDI) market.Awarded ‘Deal of the Year’for the second consecutive year in theLoans & Financing Category of theFinance Dublin Magazine awards.4AIB seeks to consensually resolve mortgage and SMEarrears cases with customers who engage with the bank,based on an assessment of affordability. In support ofour strategy the Group has developed what we believeis the most comprehensive suite of sustainable mortgagearrears solutions in the Irish market. We have furthersupported this agenda by establishing and funding acustomer engagement channel in partnership with aconsumer debt advocacy organisation that providesindependent third party representation. This serviceis available free to customers in Ireland in mortgagedifficulty. While we have much more to do to help ourcustomers, this approach is working, with arrears inAIB’s Republic of Ireland mortgage portfolio down 18%in 2014.Significant progress is also evident in SME restructuringand we have developed and deployed a comprehensivecustomer treatment strategy for SME customers indifficulty with business and non-core connected debt.We have met or exceeded all of our restructuringtargets in 2014.The approach being taken in FSG to restructuringthe debt of our customers in difficulty is fundamentalto the AIB strategy of maintaining our relationshipwith our customers as they recover. Importantly thesuccess of this strategy can be measured by the numberof customers who have been offered and acceptedaffordable and sustainable solutions. Continuing to workwith our customers in difficulty remains a key priorityfor the Group.