Independent Banker - January 2023 - 60

CONNECTIONS TRAILBLAZER
" We have this vision for improving the financial
wellness of our customers, and we're looking
for the right solutions to support that vision. "
-PETER SCOTCH, UNION SAVINGS BANK
accountability to their financial goals.
Rick Judd, the executive vice
president overseeing FutureTrack,
says the program " helps people along
their financial journey. " The Spending
Insights tool helps customers notice
their habits, while equipping them
with the understanding to have an
informed, productive conversation
with their banker about how to reach
their financial goals.
" The educational piece
complements well-trained staff, " Judd
says. " Having an AI tool presents an
educational opportunity, and coupled
with good sound advice from people,
it's a perfect marriage of technology
and the human component that
we really value. We never want to
lose sight of the importance of good
conversation. The AI tools just
make it a deeper, more meaningful
conversation. "
Ambassadors to the digital world
In combination with USB's
relationship-banking practices, its
new technology allows it to support
the financial well-being of all its
customers. As Scotch points out, " We
stay relevant by continuing to roll out
tools that make it easier for people
who are more engaged digitally, and
60 // ICBA Independent Banker // January 2023
Q
A Independent Bank
Q June 2022
then tie that with the appropriate
expertise in the bank that can talk
to them when they're ready. " The
community bank employs digital
experts at every single branch; it calls
them digital ambassadors, a term that
was chosen because it's perceived as
knowledgeable but approachable.
Judd says the digital ambassadors
bridge the gap in technology knowhow
for both staff and customers. " We
can have all these fantastic tools, but
if there's a gap between the tools and
understanding, then it doesn't really
benefit the client; it doesn't improve
the customer experience, " he says.
" Digital ambassadors are charged
with being the educators, both of
the team and the public. If we make
things approachable, more people will
get engaged. "
Barlow adds, " They are the go-to
when a customer says 'Hey, can you
help walk me through this?' They are
also on the front lines with training
the rest of the branch about our new
capabilities. We hold periodic meetings
and training sessions to make sure that
everyone in the branch is aware of new
technology rollouts and is prepared
to take customer questions and
comments when they come in. "
Continuing to innovate
This is not the end of technology
innovation for Union Savings Bank.
According to Barlow, USB is helping
FIS evaluate fintechs and improve
its customer approach. " We're
becoming known as the bank that is
technology forward, ready to think
about adopting new technology, " he
says, " and we're getting good feedback
about that. "
In the end, " tech meets touch " has
been the right approach for Union
Savings Bank, because it enables the
community bank to provide for the
needs of the customer, keeping their
financial well-being top of mind.
Scotch says, " We have this vision for
improving the financial wellness of our
customers and we're looking for the
right solutions to support that vision. "
" The end result is they feel
financially fit, " adds Judd, " and that's
important to us. " 
Aileen McDonough is a writer
in Rhode Island.
Independent Banker - January 2023

Table of Contents for the Digital Edition of Independent Banker - January 2023
