Our Customers

Our customers are primarily residents and businesses in the state of Hawai‘i. We have branches on five islands — O‘ahu, Maui, Hawai‘i Island, Kaua‘i and Moloka‘i. Additionally, our online banking platforms and Customer Banking Center (a 24-hour telephone banking center) enable us to serve customers throughout the state.

Some of our customers are former Hawai‘i residents who have moved away or have property or projects in Hawai‘i. We are proud to retain their trust and business, and we strive to continually provide the same high-quality customer service.

Making Banking Easy

Our core focus is to make banking easy for customers. This includes providing excellent service and banking solutions for existing customers and engaging underserved and disadvantaged members of our community.

In our 2020 Brand Equity Survey, customers who indicated that ASB was their primary bank gave an average score of 8.65 (out of 10.00) when asked whether ASB had convenient branch hours and locations. ASB customers also gave an average score of 8.78 when asked whether ASB’s online and mobile banking tools were easy to use.

While our customers generally believe it’s easy to interact with ASB and to do their banking with us, we know there is always room for improvement. We continue to assess our branch locations, maintain a helpful Customer Banking Center and empower customers with access to online tools. We also recognize that improving access requires us to continuously scrutinize our efforts to ensure that no population is denied access to financial services.

BRANCHES ON FIVE ISLANDS

O‘AHU MAUI HAWAI‘I ISLAND KAUA‘I MOLOKA‘I

Anytime, Anywhere Banking

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The COVID-19 pandemic has altered customer behavior and expectations in profound ways and shown how much our customers value being able to bank with us anytime, anywhere. We saw a dramatic acceleration of customers using our digital and self-service options. Non-branch transactions, such as online, mobile and ATM transactions, increased from 19% prior to COVID to 40% in December 2020. We’ve been pleased to see high levels of customer satisfaction with those options.

We want to continue our focus on making banking easy, be available to customers anytime, anywhere, and encourage them to make American their primary bank.

ƒ New ATM fleet. In 2021 we completed the rollout of new

ATMs, replacing our entire ATM fleet. Our ATMs are the newest in Hawai‘i and help us make banking even easier for customers with features such as multiple check and cash deposits and options such as paperless receipts.

ƒ Enhanced online tools. We’ve also launched new online tools, including online mortgage applications and online deposit account opening.

ƒ In-person “Digital Centers.” With increased customer use of our digital channels we’ve been able to consolidate branches and are introducing several “Digital Centers.”

These locations will leverage our digital capabilities while still providing in-person interaction through bank teammates who are available to help customers reach their financial goals using the latest online banking solutions.

ƒ Deepening customer relationships. As we enhance our digital offerings, deepening our relationships with our customers remains a cornerstone of our strategy. We’re upgrading our tools and capabilities for understanding, anticipating and tailoring our recommendations to customer needs. Our recently launched online financial wellness tools empower customers with greater financial knowledge and provide more avenues to engage with and offer services to them.

These initiatives increase options and convenience for our customers while providing cost savings and other benefits over time for the bank.

In 2020 we also introduced new ASB Visa Debit Cards featuring contactless payment. This is just one of the many ways we are keeping our customers safe and secure. With the new debit card, customers can simply tap to pay without having to touch any buttons at checkout.

Engaging Our Customers

To ensure that we are serving our customers as well as possible and making banking easy for them, we regularly seek feedback through customer surveys, comment forms and focus groups.

In our 2020 Brand Equity Survey, 93% of customers who indicated that ASB was their primary bank responded that they were “likely” or “very likely” to continue banking with ASB.

IN OUR 2020 BRAND EQUITY SURVEY

93%

OF CUSTOMERS WHO INDICATED THAT ASB WAS THEIR PRIMARY BANK RESPONDED THAT THEY WERE “LIKELY” OR “VERY LIKELY” TO CONTINUE BANKING WITH ASB

Resolving Customer Complaints

In addition to surveys and focus groups, we invite customers to provide feedback directly to branch or Customer Banking Center teammates. Teammates who receive complaints are required to notify the customer experience team, which works to respond to the customer. We also monitor ASB social media and other online message boards, such as Yelp and Google Reviews, for customer feedback. Our customer experience and communications teams frequently reach out to customers to address issues they’ve raised.

On a quarterly basis, our leadership team and customer experience, legal and compliance teams review trends in customer feedback to identify any accessibility issues and to assess whether we should make any changes to our policies or procedures.