CHAIRMAN’S CORNER | OVERTIME CHAIRMAN’S CORNER by Lloyd C. Hillard, Jr. WesBanco / 2019-2020 KBA Chairman
ARE YOU IN THE GAME? In the world of sports, all athletes want to be in the game. UNDERSTAND YOUR CUSTOMERS They don’t want to stand on the sidelines or sit on the bench. They want to contribute, be a part of the action and A key is to understand your customers’ wants and needs bring home the victory! and develop the delivery channels that they demand. Convenience and technology play a key role in customer satBeing involved, working as a team member and making a isfaction. In addition, the battle for the “customer” has indifference is an inherent part of all of us. tensified.
This is especially true in our chosen industry: COMMUNITY BANKING!
The winner in this new digital age of banking will be “who controls the customer relationship.” A key question is: Will your bank be your customers’ first stop when they need banking services?
As community bankers, we have the opportunity to support and make a difference in the lives of our employees, our CREATE A COMPELLING CULTURE customers and the communities we serve.
An intentional focus on culture at every single touch point - each time and every time - is the key to customer engagement, retention and delivering a memorable experience. A At our 2019 Convention at the Greenbrier, I talked about compelling culture plays a major role in winning the “custhe importance of staying relevant and competing. It’s not tomer relationship.” an option, but a necessity if we are to survive in this fastpaced, ever changing global economy that we are a part of. USE TECHNOLOGY EFFECTIVELY Is your bank in the game?
The main challenge is to learn how to survive, excel and win. How do we do this?
Technology is changing at an ever increasing pace. Simply investing in the latest trend is not the best answer. Your technology investments must be directly related to the Here are a few thoughts on some essential steps that must products, services and delivery channels demanded by your be taken, if you are to be relevant and compete: customers. STAY ENGAGED
DISTINGUISH YOURSELF
Be involved and a leader in your community and in community banking. The KBA offers all kinds of opportunities for engagement. Take advantage of what is offered.
This can be accomplished in many different ways. It can be geographic market(s), products and services, delivery channels, customer engaging banking centers or the “WOW” customer experience, or a combination of all of these alternatives. Given that competition is just no longer across or down the street, this is very challenging.
UNDERSTAND YOUR MARKET What is your current market? What do you want your market(s) to be? The answer to these questions are the key in determining your strategy, your competition, what products and services are required to be successful, and delivery alternatives.
You must be proactive in putting your bank in the forefront. How do you differentiate your bank? Would your bank be the first mentioned if you took a poll of individuals and businesses in your market(s)? continued on the next page
32 | KENTUCKY BANKER Spring 2020 Special Edition
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