Independent Banker - August 2019 - 16

PORTFOLIO
Destination banking
Incentives
Community banks can foster
relationships and boost customer loyalty
with travel clubs. Could it be right for your bank? By
Mary Yerkes
oes the thought of a German river cruise or a twoweek
European tour appeal to you? Or do you prefer
attending a local sporting event to snorkeling in the Bahamas?
Either way, there's a trip that's just right for you-and
your customers.
Many community banks incentivize consumer loyalty and
foster customer relations by offering travel packages and
other perks, especially for account holders who are 50 years
of age and older. These programs, often touted as clubs for
a community bank's longest-standing or highest-quality
customers, help to retain high-value customers and attract
more of the same.
How do community banks set up these travel clubs and
perks, and what should banks consider before launching a
travel club of their own?
16 Q ICBA Independent Banker Q August 2019
D
Consider First Community National Bank (FCNB), a
$135 million-asset, six-branch bank based in Steelville, Mo.
FCNB established its travel club in 1988.
" Back in 1988, many people were starting to travel extensively,
and group travel provided a very safe environment, "
explains Becky Simpson, marketing director at FCNB. " People
trusted their financial institution, so they trusted the
bank's program director with their travel. "
Initially, the bank limited its club membership to older
customers, but about 10 years ago, FCNB opened it up to
customers of all ages and their guests.
" It is really about building customer loyalty and relationships, "
Simpson says. " We have multiple companies within
our bank. These trips allow us to know more about our customers
and cross-sell. "
When FCNB's club first launched 31 years ago, the bank's
travel director accompanied its customers on all of the trips.
But with the growing roles and responsibilities of the bank's
staff, that's no longer possible. That's not a problem for the
bank or its customers, though. FCNB has a longstanding

Independent Banker - August 2019

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Table of Contents
Independent Banker - August 2019 - Intro
Independent Banker - August 2019 - Cover1
Independent Banker - August 2019 - Cover2
Independent Banker - August 2019 - Table of Contents
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Independent Banker - August 2019 - Cover3
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