Independent Banker - October 2017 - 79

and 66 percent placing it in their top
three priorities.
Moreover, both third-party bank
technology vendors and traditional
core providers are developing digitalbanking
systems and interfaces for
community banks. The digital frontend,
or user interface, of these banks
provides a path to increasing digital
banking proficiency.
Below, we look at a few community
banks that provide user-friendly digital
experiences to their customers.
Lighting the way
STAR Financial Bank's website is
a good example of offering online
capabilities in an intuitive way. Just
below the headline image, four action
icons tell visitors exactly what they
can accomplish on the site.
From a branding and design
" When it comes to
technology, they
adapted to it, adopted it,
demanded it, and made
it an essential part of
American life. "
-AARP REPORT ON OVER50s'
USE OF TECHNOLOGY
perspective, it's important that the
account-opening and lending functions
feel cohesive, even if they run
on different systems. STAR, a $1.86
billion-asset community bank based
in Ft. Wayne, Ind., uses the LoansPQ
system from Costa Mesa, Calif.-based
MeridianLink, yet it feels as one with
the rest of the site.
Core providers are developing
similar functionality. City Bank in
Lubbock, Texas, features mortgage
loans on its home page, with a
red Prequalify Now button that
takes the visitor to a mortgage
application system-Jack Henry
Banking's OnBoard Loans-with
seamless branding.
City Bank takes another step by
emphasizing its award-winning
mobile banking system. Right below
its main call-to-action panel, the
bank features an " ad " for its mobile
banking app, including features at a
glance, a screenshot of the app itself
and a hard-to-miss button for when
the customer is ready to take the
next step.
The $2.5 billion-asset community
bank's site is more reminiscent of
a fintech or online commerce website
than the static design of many
bank sites.
The $700 million-asset Guilford
Savings Bank, based in Guilford,
Conn., has a website that mimics the
functions on online retail sites that
enable customers to personalize their
experiences on the site. It features a
My Favorites function on the menu
bar and a Live Chat icon at the bottom
left of each page.
The community bank's Self Service
Center offers yet another way
customers can personalize their
experience, with a scrolling bar that
provides task-oriented selections.
Never stand still
Some of the biggest digital challenges
to community banks are those that lie
ahead. For instance, the top priority
of nearly half (48 percent) of community
banks is to grow or increase
business banking relationships,
according to DBR's " 2017 Financial
Marketing Trends " report.
Business banking services ties with
mobile services as the second-highest
marketing priority for 62 percent of
community banks (mortgage loans
take first place).
The best digital account and loan
onboarding integrations on community
bank websites largely focus
on retail accounts and relationships.
Calls to action for business banking
generally require a customer to visit
a branch. At the same time, these are
the types of customers who are digitally
savvy and pressed for time.
Community banks maintain
their edge with personal business
relationships,
but they might
not hold that
advantage for
long. " More and
more organizations
are building stronger
Turn the page to
learn what drives
customers crazy
when they visit a
website, and how
to fix it.
small-business digital platforms
that will simplify the small-business
account opening and engagement
processes, " Marous says. " The
advantage of community banks could
quickly go away if the digital channel
is not developed. "
This becomes even more important
as banking moves into a world where
chatbots, voice-activated devices and
systems based on artificial intelligence
become increasingly common.
The user interface will change dramatically,
requiring another level of
development for community banks.
Collin Canright is a financial
technology writer based in Chicago.
3 qualities of a great
customer experience
The ideal customer experience
extends beyond any single technology
and its user interface.
Frictionless. Make the web,
mobile, voice and in-person
experiences as seamless as
possible, so customers can move
effortlessly from system to system
and task to task.
Consistent. As user-interface
experiences multiply across
devices and banking channels,
make sure messaging and
branding remain the same.
Personal. Personalize the digital
experience as much as possible,
ideally as a " customer journey "
that builds over time and across
channels, as online retailers do.
-Collin Canright
independentbanker.org
ICBA IndependentBanker 79
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