ABA Banking Journal - June 2012 - (Page 16)

ABA Community BAnking | BRANCH INNOVATIONS A purpose-built bank Jim Gibson’s Integrity Bank is a tool for a task—producing happy customers and, not coincidentally, a strong ROE By STeVe COCHeO, exeCUTIVe edITOR W alk into any branch of Integrity Bank and you notice the smell. That’s by design. As you go through the plateglass doors, you see chrome, glass, marble floors, sunlight … and then there’s that aroma, of brewed coffee and fresh-baked cookies. Fresh flowers adorn the teller counter. Love songs and dance music play softly in the background. The staff seems to have been waiting just for you to show up—even the platform officers’ desks all point to where you walk in. The branch manager’s office is all glass, allowing you to see, and be seen. James Gibson, chairman, president, and CEO, offers a visitor a cookie, and inhales. “We grind our own coffee in every branch,” he explains. “Because it’s fresher, and because it smells good.” Gibson points out that even the napkins accompanying pots of Costa Rican and butterscotch-flavored coffees and branch-baked cookies are stacked decoratively, restaurant style. Everything you see— and some things you don’t see, but somehow feel—has been carefully calculated. Who is Jim Gibson trying to please? Women. “If women control two-thirds of household checking accounts, then who should you focus on?” asks Gibson rhetorically. But in his quest to make women happy (and come on, guys, we like cookies, too, don’t we?), Gibson doesn’t just set out to please their senses, but also their sense. Today’s women lead very busy lives, and Gibson and his team 16 | ABA BANKING JOURNAL | june 2012

Table of Contents for the Digital Edition of ABA Banking Journal - June 2012

ABA Banking Journal - June 2012
Contents
Chairman’s View
Editor’s Column
The Economy
Bank Notes
Picture This
ABA Community Banking: A purpose-built bank
Pass the Aspirin
Tech Topics
Science of the complaint
Top-performing community banks
Compliance Clinic
ABA Resources
Legal Issues
First Person

ABA Banking Journal - June 2012

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