Learn how The FISH! Philosophy helped this hometown bank experience a significant increase in customer satisfaction levels.

Citizens First Bank

Citizens First Bank is a full-service personal and business financial institution with about 200 employees in six branches – all of whom take great pride in being Central Florida’s favorite hometown bank.


Located in the heart of Central Florida within the affluent 55+ active-lifestyle community of The Villages, customer service and interaction at Citizens First Bank needs to model the balance of “Old Time Florida with a new mood” and feeling characteristic of The Villages lifestyle.


  1. Empower staff to cultivate intimate business relationships with customers.
  2. Exude a banking environment that reflects the casual lifestyle residents of The Villages are enjoying.
  3. Attract and retain employees committed to Citizen’s “Extreme Customer Service” motto.

FISH! Approach

Infuse all banking environments with FISH!

Make use of fun FISH! accessories as tangible employee and customers reminders that FISH! lives at Citizens First Bank.

Continue to generate fresh ideas to extend The FISH! Philosophy into delightful customer-service initiatives.

Fresh FISH! Experiences

Creation of the “10-Foot Rule” which means all customers get a personal greeting within 10 feet of entering the bank.

Walking customers to their vehicles with Pete the Perch.

Creating a drive-through window for customers with golf carts.


  • 50% productivity increase.
  • 50% less complaints.
  • Significant increases in customer satisfaction levels and transfer of client assets from competitive financial institutions in clients’ hometowns to Citizens First Bank.
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“Since FISH! helps pull everyone together, working relationships are much more respectful and satisfying. Everyone comes to work in a better mood, with an open attitude. And all of us are having fun with stuffed Pete the Perches on our computers and wearing Pete lapel pins.”

-Diana Bowles, VP and Branch Manager

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