The “new normal” has also impacted the banking industry internally, too. For Jill Hudson, VP, Operations Officer at Vision Bank Vision Bank, it was important to learn strategies regarding supporting a strong company culture during this time. Oklahoma-based Vision Bank has experienced rapid growth in recent years and is positioned for further expansion. However, like many financial institutions across the country, Vision Bank has also had to grapple with novel challenges created by the virus, such as remote working environments. Quick growth, coupled with a partially remote workforce, has added complexity to managing the bank’s company culture.
“Even though we never completely shut down, we did have people work from home. And the more remote you get, the harder it is to communicate,” Hudson said. “You’re so used to shouting into the room, ‘this is what we’re doing,’ and now you have to remember there are people at home that aren’t getting this information.”
Despite the challenges that stay-at-home orders and remote working have created, community financial institutions have demonstrated their ability to be nimble and accessible, providing critical services to their customers during this unprecedented and uncertain time. During the presentation, “Acquiring and Developing Customers During the Pandemic – How We Did It,” panelists discussed the important role technology and digitization have played in their capacity to efficiently support customers during this time, and they stressed that these strategies would be even more important moving into 2021.
“There is a demand coming from our customer base to make things easier, less cumbersome, and faster. At the end of the day, what counts for the customer is speed,” said panelist Okan Akin, President and Chief Risk Officer of Allegiance Bank. To support this customer experience, Akin recommended leveraging technology to drive efficiency in the back office. Community financial institutions must strike the right balance between leveraging technology to handle manual, mundane tasks to enable staff to focus on fostering customer relationships. “High touch, high service, relationship banking isn’t going anywhere, but we want to bring in innovation and technology that makes that proposition even more true tomorrow than it is today,” Akin said.
However, financial institutions must also have the talent to drive and support that initiative. This was an important takeaway for Hudson. “There was a quote, ‘You’re looking for talented bankers, not transaction processors,’ that really stuck with us,” Hudson said. At Vision Bank, which has a large presence in communities with local universities, they experience a lot of cyclical turnover. Rather than looking for short-term or part-time employees, Hudson said they would be looking for strong talent that they can invest in. “We’re not trying to push paper and process transactions; instead, we really need to look for talent that we can retain,” she said.
When seeking out talent, Akin suggested focusing on change management and hiring people who are open to change, new ideas, and new technology. “Community banking is here to stay, but in a way where it’s evolving and becoming more modern, and we need to attract the right talent pool to ensure we’re bridging those gaps.”