Independent Banker - April 2021 - 46

ICBA 2021/22 EXECUTIVE COMMITTEE
The COVID-19 pandemic has changed
customers' expectations with regard to
remote access to services. How do you
think community banks are and should be
working to meet those expectations?
Bob Fisher: Most banks today have
all the basics like ATMs, mobile
banking, online banking and mobile
check deposit. But we now need to
take it a step further and make sure
to have that functionality and look to
integrate the entire experience. Every
experience a customer has with their
bank should look and feel the same
no matter what channel they are
using. Also, community banks need
to look for ways to provide hightouch
service along with the high
tech. Our call center, for example, is
100% person-to-person interactions.
Every customer who calls speaks to a
live person, an employee of the bank.
Although we started this years ago,
it is more important now than ever
during the pandemic that when our
customers call for help, there isn't a
machine telling them to press 1, etc.
Brad Bolton: The expectation of our
customers is to be " always on "
while retaining our relationshipfocused
manner of doing business.
The pandemic demonstrated that
we could meet our customers'
needs where they are, on their own
time. I think we as an industry
must continue to move that ball
forward by off ering as many digital
services as possible. Community
bankers must stay vigilant in
meeting customers' expectations.
We can do it, and I am confi dent
that ICBA's innovation focus will
help community banks meet the
challenges ahead.
Russell Laff itte: Our customers expect
instant access to their fi nancial
products and needs. Community
banks have been investing in digital
solutions to take care of their
customers during and before the
pandemic. Some may have more work
to do than others, but with fi ntechs
we continue to stay competitive by
off ering the best customer solutions.
Greg Deckard: As chairman of
ICBA Bancard, I am aware of the
tremendous team and resources ICBA
and our Services Network provide to
community banks. Recently, I wrote
an article regarding this very issue:
providing access to digital off erings,
payment strategies (not just debit
and credit cards) and staying abreast
of fi ntech developments. Our clients
demand we provide a vast array
of technology off erings, especially
during the pandemic. We have seen
tremendous growth in enrollment and
usage of our off erings and anticipate
this trend to continue.
Tim Aiken: I think a lot of us adapted
rather quickly to this new normal. In
some cases, it moved up timelines for
products and services or upgrades
that banks were already considering.
I also have to give credit to the
many vendor partners who met this
challenge as well.
Noah Wilcox: I think community
bankers have done a terrifi c job
adapting to the changing customer
expectations. However, they will
have to continue to adapt to those
customers' changing preferences and
expectations. Bankers would be well
advised to embrace creativity as they
seek to maintain that relationship
component of their business model.
Preston Kennedy: Community banks
that are not working overtime to
improve remote access need to
consider how that will signifi cantly
impact business in the years ahead.
When the pandemic is over, and
community banks can once again
resume our renowned personal
service, those that have invested time
and money into digital platforms will
be unstoppable in their markets.
Tim Zimmerman: Consumers found out
they can very eff ectively access core
banking services electronically. In
fact, consumers now expect even
more convenience and easy access
The pandemic demonstrated that
we could meet our customers'
needs where they are, on their
own time. I think we as an industry
must continue to move that ball
forward by offering as many
digital services as possible.
-BRAD BOLTON, PRESIDENT, CEO AND SENIOR LENDER OF
COMMUNITY SPIRIT BANK, RED BAY, ALA.
46 Q ICBA Independent Banker Q April 2021
Independent Banker - April 2021

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