NEW-THINK: "We have to make sure we understand customer expectations that are set outside of banking at places like Amazon," said Michael Cleary, head of U.S. distribution for consumer banking at Citizens Financial.

Citizens Financial Draws a Blueprint for Big Change

The Providence, R.I., company is set to be spun off from its foreign parent, and executives are embracing the opportunity to simplify their products, expand lending and overhaul their customer experience.

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