UNDERSTANDING OUR MARKETS Retail Banking Dime Savings successfully serves the consumer banking needs of the  people in our communities, who want and expect the right mix of  products, high-quality service and convenience. The neighborhoods that Dime Savings serves truly represent a cross  section of the world’s racial, ethnic and cultural groups. As a result, our markets are not one contiguous market, but many individual markets  with different dynamics and needs. Success in serving our markets depends on much more than simply having a variety of products  and services or having advanced technological tools. It requires a “non-commoditized” delivery mechanism to ensure that the  products meet the diverse needs of our customers. A critical element in advancing our overall retail banking strategy is our Customer Relationship Management (“CRM”) system. The sophisticated CRM system is a versatile tool that helps us communicate with customers through any channel they prefer. The system is able to identify not only the products that will likely appeal to a customer, but whether they generally bank by ATM and telephone, the Internet, or in person at the branch. Through CRM, we can more effectively and efficiently target our marketing efforts. Our marketing outreach now includes email and direct mail as well as more  traditional referrals The neighborhoods that Dime Savings serves truly represent a cross section of the world’s racial, ethnic and cultural groups.  As a result, our markets are not one contiguous market, but many individual markets with different dynamics and needs. 10 Flushing Branch Manager Sylvia Duval answers questions from an “in-store” customer  on Dime Savings’ various products and services. Relationship Bankers Edizon Pinos-Pinos and Ana Garcia review product alterna- tives with a customer at the Jackson Heights branch. “ Family is the number- one priority in our neighbor- hood. Everyone looks  out for everybody else, and our  made at the teller window. Because of the diversity of the people in our market and the population density surrounding our retail banking offices, it is imperative that we implement cost-effective ways to market the Bank’s services to our “in-store” customers. CRM has proven to be a tremendous resource in this effort.