Independent Banker - January 2022 - 46

2022 COMMUNITY BANK CEO OUTLOOK
Administration (SBA) lending team
to work at a newly created entity
under the community bank's holding
company. " Those are the types of
things we could look at in 2022
to increase non-interest income
streams, " she says.
Will your community bank spend more
or less money on marketing in 2022?
More: 45.8%
For much of the community
banking sector, earnings for the past
two years have been supplemented
significantly by making PPP loans. If
earnings drop off this year, Silveria
worries investors will get concerned.
" But the message we need to send
to everybody is that community
banking remains strong, " she says.
" Their respect and perception
in their communities has been
strengthened even further through
the pandemic, and we just need to
re-emphasize the role we've played
during the pandemic. In 2022,
community banks will continue to
play a vital role, and we need to get
that message out. " ƒ
Katie Kuehner-Hebert is a writer
in California.
About the same: 45.8%
Less: 4.6%
Not sure yet: 3.7%
Will your community bank allocate more time
and dollars to digital marketing in 2022?
(e.g., social media, digital advertising, email marketing, etc.)
Yes: 65.3%
No: 19.4%
Not sure yet: 15.3%
From our sponsor
Payments yoga: Flexibility is key
The past year has proven to be full of change for
banks, as cardholder spending patterns, preferences
and in some cases, financial lives, changed quite
rapidly. FIS' Pace Pulse survey revealed that more
than a quarter of respondents now use online or
mobile banking tools to handle needs they used to
take care of in person.
To modernize your payments, consider how you
can further use technology to put cardholders
in control. Self-service tools let cardholders set
parameters over how and where their card can be
used and allow them to receive mobile or email
spending alerts to help them manage budgets and
prevent fraud. You can further improve servicing by
arming your customer service staff with technology
that offers an easily searchable user interface and
holistic view into the customer relationship they need
to accurately answer and resolve customer needs.
In order to keep up with the innovation, banks
must acknowledge that many cardholder needs,
preferences and expectations have changed
significantly over the past year and act on it.
David Fura, SVP, head of card payments, FIS
46 Q ICBA Independent Banker Q January 2022

Independent Banker - January 2022

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

Table of Contents
Independent Banker - January 2022 - Cover1
Independent Banker - January 2022 - Cover2
Independent Banker - January 2022 - Table of Contents
Independent Banker - January 2022 - 2
Independent Banker - January 2022 - 3
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Independent Banker - January 2022 - Cover3
Independent Banker - January 2022 - Cover4
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