Independent Banker - July 2019 - 74

CONNECTIONS
services while they're in the branch.
" We want to introduce our clients to
new technology, " he says. " We've embraced
it. Our goal is to move clients
out of line and move them online for
those kinds of transactions, and to be
able to engage them in a different way
and drive a valued relationship. "
To get customers to start thinking about
long-term services like insurance and financial
planning, walls at Fidelity Bank's branches
feature " burning financial questions " made of magnetic letters
that it can change out. Michele Dempsey, the president,
architect and creator of strategic branded experiences of
DxDempsey, says this feature is meant to spark discussions
between customers and bankers about saving for college,
buying a home and other important financial milestones.
" Banks are the access. Banks help people reach their aspirations.
Banks help people create those opportunities, "
Dempsey says. " So, we wanted to remind them that's what
they're here for, not just to store money and make loans. "
Fidelity Bank's branches continue to evolve as the needs
of the bank and its customers change. Over the years, the
footprint of its new branch design has shrunk by about a
third. And Dempsey says her team is researching interactive
teller machines (ITMs) that could replace traditional pneumatic
tubes in future locations. Fidelity Bank plans to open
its 12th branch this September.
" As a community bank, we've got to really think about
what the building is going to look like and [whether it's ] re " The
branches need
to be innovative,
because that's where
our brand is. "
-Dan J. Santaniello, Fidelity Deposit
and Discount Bank
flective of our brand, " Santaniello says. " The branches need
to be innovative, because that's where our brand is. "
New model drives growth
Santaniello says Fidelity Bank's new branch design and customer
service model has proved to be profitable. Despite
little population growth in the Scranton, Pa., area, he adds,
the community bank's assets have skyrocketed and net
income has remained high. In fact, it was recently named
the fastest-growing company in 2018 by the Greater ScranTech
bars introduce
customers to Fidelity
Bank's digital banking
platforms.
ton Chamber of Commerce.
" We like to say, 'We're 117 years old, it just took us a while
to get there,' " he says. " Not only have we been able to grow,
but we've been able to grow very profitably. "
On top of the financial benefits, these innovations have
boosted recruitment efforts. " When you take the innovative
environment and you take the training and development of
those bankers, it's been a good mix for us. It enables us to
attract a lot of talented, young folks
along the way, " Santaniello adds.
Dempsey credits the bank's leadership
for wanting to be " leading edge,
not bleeding edge. " " I think that's part
of the magic there: that commitment
to innovation, that commitment to
learning, that commitment to evolving
and not being afraid to try something
but being smart about it, " she says.
Because, most importantly, Santaniello
says these new features and the
enhanced customer experience have
stayed true to the bank's culture and
brand. " At the end of the day, " he says,
" it's about being able to build relationships
with our clients. "
Eric Best is deputy editor of
Independent Banker.
72 Q ICBA Independent Banker Q July 2019
Independent Banker - July 2019

Table of Contents for the Digital Edition of Independent Banker - July 2019
