Independent Banker - November 2022 - 7

FLOURISH
" The habits of our customers
change, and we're constantly
walking beside them,
transforming our services
to meet their needs. "
Rebeca Romero Rainey
President and CEO, ICBA
igital transformation. Those
words have been bandied
about with increasing fervor, fueled
by a heightened sense of urgency.
Yet, while the digital movement
has increased pace, it's more of an
evolution than a revolution.
When I think about this concept
of " going digital " in our industry,
I'm struck by the fact that it involves
continual change over time. The
habits of our customers change, and
we're constantly walking beside them,
transforming our services to meet
their needs. It's never been about
being on the bleeding edge or doing
what everyone else is doing, but about
better addressing the interests of our
distinct communities.
And in today's shifting landscape,
it's more important than ever to make
sure we're evaluating our offerings
with blinders off. How honestly are we
assessing our products and services?
How are we ensuring our channels
and tools are meeting customer needs?
If we're still updating our technology
plans once every three years like we've
always done, is that enough?
While these questions are
challenging, there is information
surrounding us that can help shed
D
light on the right responses. For
example, consider your transaction
volume: How are payments clearing
today versus three to five years
ago and why? Or listen at account
opening: What questions are being
raised relative to your products? Also
consider your customer service center,
teller insights and other channels:
What inquiries are coming through?
What are customers asking for at
the frontline?
These findings will give you greater
insights into where technology is
meeting needs and where you may
need to shift to meet new digital
expectations. When and how you
do this depends on your audience.
Customers are transforming at different
paces, so analyzing the steps you can
take to have the greatest impact will
enable you to be strategic in product
planning and create efficiencies for your
bank in the process.
So, as you read this issue, I
encourage you to think of the articles
as resources in your digital evolution.
In addition, ICBA Bancard has
produced a digital transformation
white paper and workbook to guide
community banks more specifically
in their evaluation process of digital
payments and strategies. These tools
are available to ICBA members and
can be downloaded on our website.
No matter what approach you take,
now's the time to make sure you're
considering what's next for your
customers' digital journey. Shifting
your tech plans and processes to keep
pace with the changing environment
will guarantee that you can support
customers in new ways, maintaining
the same level of service they seek
and expect.
Connect with Rebeca @romerorainey
Where I'll be this month
I'll be in our D.C. offices, hosting our colleagues. We'll first
welcome new state association executives for dialogue
around shared goals, and later in the month, our Preferred
Service Providers will join us for discussions and networking.
independentbanker.org Q 7
Photo by Chris Williams
http://www.independentbanker.org
Independent Banker - November 2022

Table of Contents for the Digital Edition of Independent Banker - November 2022
