Independent Banker - August 2017 - 39

Ahead of the curve
No. 25
CITIZENS BANK OF EDMOND:
INNOVATION SUPERSTAR
In 2009, Citizens Bank of Edmond in Edmond, Okla.,
was on the brink of becoming the recession's next
victim. Now, the $250 million-asset bank is a leader
in industry innovation and was cited as an inspiration
in our survey more than any other community
bank. President and CEO Jill Castilla credits company
transparency, loyal customers and resourceful
staff with propelling Citizens Bank to the top.
Castilla and her team are also quick on their feet.
As part of Citizens' strategy to close or sell fi ve of its
six branches without losing customers, it planned
to offer interactive tellers at their ATM machines
instead. But six weeks before the branches were
due to close, the vendor backed out.
Instead of accepting its fate, Citizens Bank
partnered with two local companies: a technology
developer for the hospitality industry and a hardware
provider for the restaurant industry. Together,
the group designed and built six custom ATMs,
each costing $11,000. As a result, instead of losing
customers along with the shuttered branches, Citizens
has seen net customer growth.
" It gave us a lot of confi dence to know that it
" It doesn't
require having
a development
team to be on
the cutting
edge, or even to
be a trendsetter
in the industry. "
-JILL CASTILLA,
CITIZENS BANK
OF EDMOND
doesn't have to be overly complicated to be innovative, "
Castilla says. " It doesn't require having a
development team to be on the cutting edge, or
even to be a trendsetter in the industry. "
Citizens Bank's nimbleness is also evident in its
embrace of social media. It shares its story with
customers on its YouTube channel and asks them to
post their experiences, insights and suggestions on
Facebook and Twitter.
" My accessibility is 24/7, and that engagement
creates loyalty and creates advocates for you, " Castilla
says. " It also pushes you to have accountability
when they ask you for something. "
Case in point: Citizens is about to open its fi rst
personless branch in midtown Oklahoma City, an
improvement that was fi rst suggested by customers
on Twitter.
-Andrea Lahouze
PHOTO: SIMON HURST

Independent Banker - August 2017

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