Eye on the Future

How consumers and communities are shaping the future of interacting with Delaware businesses

BY SHELLY KAVANAGH

THE PAST FEW YEARS have seen rapid change in how consumers interact with businesses, whether they are shopping for clothes at a local small business retailer, using contactless payment methods as their primary way to pay for food and groceries, or managing money at their bank.

The phrase “at their bank” has taken on a new meaning for consumers and the banking industry.

Today, consumers expect the same personalized experience in any interaction with a business. Whether they connect with their bank in a branch, at an ATM, by calling a contact center, or using online or mobile banking tools, they expect to accomplish the same thing.

They want easy, consistent interactions. They expect to have positive experiences wherever and however they interact with their bank, not only when managing their money, but in their communities too.

Leading Their Communities

Business leaders throughout Delaware recognize and embrace the positive impact their employees can have on communities and how Delawareans interact with them.

Many banking and business professionals give their time to numerous organizations, serving on boards, volunteering at community events and nonprofits, and supporting local chambers of commerce.

The same commitment to service reflects how banks are evolving in how they interact with customers too, as customers expect their bank to offer the products, services and guidance through the channels they are using, in real time.

Interacting in the Present with an Eye on the Future

To meet this demand, businesses must continuously evolve and invest in technology to provide insight-driven, personalized, and tailored interactions for individualized and engaging customer experiences. This is especially true in banking.

With technology advances enabling people to do their everyday banking on mobile devices, the role of bank branches has evolved to help customers with more complex transactions or financial needs, reflecting their need for flexibility from their bank, just as they need flexibility from other businesses they interact with in their daily lives.

Many banking customers use branches for the “Apple experience,” where they want to come in to speak with someone about loans, such as a mortgage or small business loan.

To provide this experience to our customers, many WSFS banking offices feature an innovative design and modern amenities, including banking pods, which bring our universal banking service model to life and provide customers with the service they need. Customers can still conduct transactions inside the banking office, but they have the option to use their mobile device or an ATM as well.

As technology continues to advance, consumers—including our customers and yours—will expect businesses to meet them how, when, and where it is convenient for them, making it crucial that we all continue to innovate and create these experiences as technology and consumer preferences evolve. n

Shelly Kavanagh is senior vice president, director of retail delivery for WSFS Bank. Prior to her current role, Kavanagh served WSFS as director of retail strategy, regional manager, retail program manager, and small business relationship manager. She brings more than 16 years of experience in banking.