Independent Banker - April 2022 - 37

" There's an increasing amount of fraud
everywhere. Every time we introduce a new
product, it's important to educate customers
on the potential for fraud. "
-BILL MCKENNA, ESSA BANK & TRUST
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Community banks looking
to educate customers on fraud
prevention shouldn't dive deep into
the details of these technologies. What
consumers want and need to know is
simple: how to use the technology and
how to stay safe doing so.
This kind of education starts with
frontline workers. " Employees can
be great educators and advocates for
new products, " says Jim Ferry, vice
president and retail sales manager for
ESSA Bank & Trust.
When introducing Zelle digital
payments, for example, ESSA passed
$10 around among various branches
and staff members using Zelle. At the
end, like a game of musical chairs, one
employee ended up with the funds
and received a $10 gift card from
the bank. " We ask employees to fully
engage, and this game helped us get
some traction in product knowledge, "
Ferry says.
Onboarding new customers is
a fantastic opportunity for oneto-one
education, say community
bankers. " The customer onboarding
process is really important, " says
Dan DeCosta, chief information
officer at $2.5 billion-asset Bay Coast
Bank in Swansea, Mass. Bay Coast
uses a dedicated technology staff
member to work with the bank's
training department to ensure that
technology training is up to date for
all customer-facing roles. " There's
no slowdown in the digital space,
and making sure the customer
understands the technology when
they leave the branch is really
important, " DeCosta says.
Even if a community bank is
not engaged in " bleeding edge "
technology, it can still apply the
personal touch to inform customers
and build relationships. " I liken the
application of the new technologies
in financial services to what
happened with the PPP lending
program, " Foulks says. " Customers
came to us because they weren't
getting the personal attention they
needed. When a customer calls us
and says they want to do remote
deposit capture, we don't say, 'Here's
a document.' We say, 'We'll meet
you tomorrow at 2 p.m., install the
machine, show you how to use it and
explain the risks and rewards.' "
Using cross-channel
communications
Besides personal engagement, some
community banks are using both
print and digital communication
tools to get the word out about new
technologies. " Email is by far our
most effective tool, at least for our
customers, " says McKenna. " We
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Independent Banker - April 2022

Table of Contents for the Digital Edition of Independent Banker - April 2022

Table of Contents
Independent Banker - April 2022 - Intro
Independent Banker - April 2022 - Cover1
Independent Banker - April 2022 - Cover2
Independent Banker - April 2022 - Table of Contents
Independent Banker - April 2022 - 2
Independent Banker - April 2022 - 3
Independent Banker - April 2022 - 4
Independent Banker - April 2022 - 5
Independent Banker - April 2022 - 6
Independent Banker - April 2022 - 7
Independent Banker - April 2022 - 8
Independent Banker - April 2022 - 9
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Independent Banker - April 2022 - 11
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Independent Banker - April 2022 - 13
Independent Banker - April 2022 - 14
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Independent Banker - April 2022 - 16
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Independent Banker - April 2022 - 18
Independent Banker - April 2022 - 19
Independent Banker - April 2022 - 20
Independent Banker - April 2022 - 21
Independent Banker - April 2022 - 22
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Independent Banker - April 2022 - 24
Independent Banker - April 2022 - 25
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Independent Banker - April 2022 - 27
Independent Banker - April 2022 - 28
Independent Banker - April 2022 - 29
Independent Banker - April 2022 - 30
Independent Banker - April 2022 - 31
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Independent Banker - April 2022 - 33
Independent Banker - April 2022 - 34
Independent Banker - April 2022 - 35
Independent Banker - April 2022 - 36
Independent Banker - April 2022 - 37
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Independent Banker - April 2022 - 40
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Independent Banker - April 2022 - 43
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Independent Banker - April 2022 - 63
Independent Banker - April 2022 - 64
Independent Banker - April 2022 - 65
Independent Banker - April 2022 - 66
Independent Banker - April 2022 - 67
Independent Banker - April 2022 - 68
Independent Banker - April 2022 - 69
Independent Banker - April 2022 - 70
Independent Banker - April 2022 - 71
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Independent Banker - April 2022 - 78
Independent Banker - April 2022 - Cover3
Independent Banker - April 2022 - Cover4
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