Brian Hartzer, group managing director of ANZ's personal division will soon take up a new job as head of ANZ in Australia and also be "global segment leader for retail", under a new operating structure announced by the bank last week. Ian Rogers interviewed Hartzer in his office in Melbourne yesterday.Ian Rogers:  You've been at this place eight or nine years, and in Personal for five. What's changed here; positioning, market share, the way you do things? What's changed in the Personal banking division in Australia?Brian Hartzer: I got here in 1999 … I had been here in the mid 90s and worked with the bank then, and in the 90s the focus was very much around driving financial performance through raising fees and cutting costs. That had a flow on into customer satisfaction and community engagement, which put us and the rest of the industry in fairly dire straits going back to 1999, 2000.We then recognised that we, along with the rest of the industry, had got it wrong and needed to rebuild the relationship with our customer base. We led the restoring customer faith thing which you remember. That was incredibly effective at regenerating energy in the network, in particular around customer satisfaction and community engagement. [It] worked fairly well, but the energy was probably not directed well enough and so the challenge I saw when I came into the job running the Personal division was around how do you focus that energy in a way that's going to build a sustainable business? And the biggest challenge was that we didn't have enough focus on the deposit side of the bank.ANZ being a commercial lender by heritage had too much focus on the lending issues and not enough focus on good old fashioned retail deposits. And so we saw as our big challenge to come up with a strategic positioning that would help us build a strong retail deposit base and main bank relationship base that would then obviously lead to loans down the road, but was the foundation for good retail. And that led us to the strategy around convenience, simplicity and responsibility and a real desire to do things differently so that the customers would have a reason to choose us and not somebody else.  As I reflect on that I think a really nice summary of strategy is, if you can't answer the question "Why should I chose you and not somebody else?", you haven't actually got a strategy. And so we focussed really hard, opening branches, extending hours, more ATM's, simplifying our product set, improving the online experience. All those things stem from this one notion of convenience, simplicity and responsibility.Ian Rogers: So which product segments in retail banking in Australia would you say that ANZ is a stand out in recent years?Brian Hartzer:  Well I think our credit card business has gone from strength to strength. That's been even since before my time, I think ANZ had a strong position in credit cards