Regions’ Frontline First Week celebration of its Retail Bank associates, April 21-25, marked the latest addition to a busy spring calendar for Regions banker Emily Dugas.
While planning for her big day as a bride on May 24, the week’s happenings caused Dugas, a banker at Regions’ Peachtree City branch in metro Atlanta, to reflect on another recent life decision—to join the Regions Bank team five weeks ago.
“Frontline First Week was wonderful,” Dugas said, including receiving her first handwritten note of thanks from a customer for her professionalism, care and respect. “Our branch strives to uplift and support each other and our customers every day.
“For me, the week especially highlighted how we not only show up for one another but the healthy work-life balance promoted as part of the Regions culture,” she said.
“I’ve had a lot going on this spring—moving, wedding planning, and starting a new job, but after witnessing the strong sense of team and family here during Frontline First, I’ve come to realize this is exactly where I want to be.”
For me, the week especially highlighted how we not only show up for one another but the healthy work-life balance promoted as part of the Regions culture. Emily Dugas, Regions banker
A week to honor
Regions’ Frontline First celebration, which begun during the pandemic, recognizes the special role branch associates like Dugas play helping customers chart a personalized path to financial confidence and well-being.
Frontline First comes with a voucher for a paid day off, celebratory meals together to support local businesses, plus the opportunity to enjoy jeans and other theme days, play games, send and receive ecards, volunteer and more.
Celebrating, honoring and thanking these frontline heroes for their special role delivering world-class customer service and making life better for each other, our customers and communities is what this week is all about.John Jordan, head of Retail
Customers visiting branches during the week can also fill out comment cards to share how Regions bankers made a difference in their lives.
John Jordan, head of Retail, said that the people-first culture Frontline First celebrates is why Regions has won the Gallup Exceptional Workplace Award for 11 consecutive years, and was named the No. 1 traditional bank for customer satisfaction by customers in the 2025 American Customer Satisfaction Index (ACSI®) Finance Study.1
“Celebrating, honoring and thanking these frontline heroes for their special role delivering world-class customer service and making life better for each other, our customers and communities is what this week is all about,” he said.
A week to serve
Many teams again took the opportunity during Frontline First Week to make a community impact and contribute to the 2025 edition of Regions’ annual Share the Good community engagement program.
At her branch in Delphi, Indiana, Julie Reel organized a special collection drive for local police departments in Carroll County, collecting blankets and stuff animals for officers to carry in their squad cars and comfort children in traumatic situations.
“At Delphi, we have a tradition of using Frontline First in the spring and the companywide Evergreen Week celebration in the fall to give back to our community,” Reel said.
“We’ve given to a local women’s shelter, a retirement home for low-income elderly residents, an animal shelter and the local Child Protective Services for children who have been removed from their homes and need clothes and toys,” she said. “This year, we asked two of our associates with family or friends in law enforcement how we could help there and the donations of the blankets and stuffed animals was the result.
Community outreach has become our favorite part of Frontline First.”
Customers join in
During Frontline First Week, branches create displays for any customers visiting to write personal notes on comment cards—sharing the difference Regions bankers made in their lives.
Renzo Bravo, manager of the Regions branch in Spring, Texas, said his customers submitted the most ‘thank you’ notes they’ve received since Regions began celebrating Frontline First five years ago.
“Some of my favorite comments were, ‘making everything easier,’ and ‘helping my family with the best options,’” Bravo said. “We all have different strengths, but these always show the strength we have across the team. There’s never anyone customers don’t mention.”
Many of the notes are abbreviated versions of key moments in customers’ lives and the role bankers played in them.
Kathy Stephenson received such a note during Frontline First at her branch in Mayfield, Kentucky. The banking veteran of 44 years teared up when she read it and saw the name.
Some of my favorite comments were, ‘making everything easier,’ and ‘helping my family with the best options.’ Renzo Bravo, manager of the Regions branch in Spring, Texas
The note began, “Dealing with my mom passing has been unreal,” before thanking Stephenson for her guidance through a storm that was both financial and personal.
“She was one of our regulars and had been in to see us a week before her sudden passing,” Stephenson said. “As we’d all be, my customer was devastated and didn’t know where to start with her business.
“I made a list of the items they were going to need and where to get them for starters.”
Kate Danella, head of Consumer Banking Group, said it’s interactions like these, repeated countless times daily, that continue to build trust and grow Regions’ business and brand.
“Kathy was there for her customer when they needed her the most,” she said. “We’re there for them whether they’re experiencing the highest of highs or the lowest of lows. Every day we have the opportunity to provide the kind of personalized guidance, advice, tools and insights they need to face their financial futures with confidence.
“This is what makes Regions a great place to work and to bank, and why we have a Frontline First Week celebration. We simply can’t deliver on our value proposition without our frontline branch associates, and we want to take every opportunity to say ‘thank you’ to our teammates on the front line.”
About Regions Financial Corporation
Regions Financial Corporation (NYSE:RF), with $160 billion in assets, is a member of the S&P 500 Index and is one of the nation’s largest full-service providers of consumer and commercial banking, wealth management, and mortgage products and services. Regions serves customers across the South, Midwest and Texas, and through its subsidiary, Regions Bank, operates approximately 1,250 banking offices and more than 2,000 ATMs. Regions Bank is an Equal Housing Lender and Member FDIC. Additional information about Regions and its full line of products and services can be found at www.regions.com.
Careers at Regions: Empowered to Thrive
Associates are Regions’ most valuable asset. We are building the best team by empowering our associates to connect, belong, grow, achieve and thrive. Looking for a place to where you can thrive? Visit the Careers page on regions.com to view current job listings and to learn more about working at Regions.
OFCCP Disclosure: Equal Opportunity Employer/Disabled/Veterans
1Source: 2025 ACSI® Survey of customers rating their own bank. ACSI and its logo are registered trademarks of the American Customer Satisfaction Index LLC. For more about the ACSI, visit www.theacsi.org.