Independent Banker - July 2023 - 57

W
hen considering what
makes for a stellar digital
customer experience, the
word " digital " increasingly
seems superfluous.
Nowadays, the digital customer experience is
the main story, while what occurs in branches
has been relegated to a subplot-albeit an
important one.
For community bankers, though, this shift
can be tricky to navigate.
" Community banks, much more than the
big banks, owe their popularity to customers
feeling that they know the people working
there, " says Mitch Wein, head of community
banking at Aite-Novarica Group in Boston.
" If you deploy too much digital stuff in a way
that depersonalizes the relationship, you risk
throwing the baby out with the bathwater. "
That's why balancing digital ease of use
with online or mobile interactions that feel
personal is high on most community bankers'
wish lists.
In the wake of the pandemic, says Whitney
Stewart Russell, president of digital solutions
for Fiserv, digital channels have become
the primary way most financial institutions
interact with customers.
" The digital experience, " she says, " has to
be great, because customers are going to the
digital channel first, even if they might follow
up in a subsequent channel, whether it's the
branch or the call center. "
Here are some best practices for making
sure that customers feel as loved online as
they do in person.
1. " LOOK AND FEEL " MATTERS
When Ledyard National Bank in Hanover, N.H., began
surveying its customers last year, the " look and feel "
of the institution's digital offerings were where most
customers requested improvements, recalls Mike Parisi,
senior vice president and chief strategy officer for the
$750 million-asset community bank.
Parisi says that Ledyard quickly upgraded its digital
interface, making it " clean, crisp and easy to use. "
In addition to a sleeker appearance, the community
bank took steps so that screens loaded more quickly
and that the online and mobile home pages were
fully customizable.
" We accomplished what we set out to do, " says Parisi.
" We brought the user experience into the 21st century. "

Independent Banker - July 2023

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

Contents
Independent Banker - July 2023 - Intro
Independent Banker - July 2023 - Cover1
Independent Banker - July 2023 - Cover2
Independent Banker - July 2023 - Contents
Independent Banker - July 2023 - 2
Independent Banker - July 2023 - 3
Independent Banker - July 2023 - 4
Independent Banker - July 2023 - 5
Independent Banker - July 2023 - 6
Independent Banker - July 2023 - 7
Independent Banker - July 2023 - 8
Independent Banker - July 2023 - 9
Independent Banker - July 2023 - 10
Independent Banker - July 2023 - 11
Independent Banker - July 2023 - 12
Independent Banker - July 2023 - 13
Independent Banker - July 2023 - 14
Independent Banker - July 2023 - 15
Independent Banker - July 2023 - 16
Independent Banker - July 2023 - 17
Independent Banker - July 2023 - 18
Independent Banker - July 2023 - 19
Independent Banker - July 2023 - 20
Independent Banker - July 2023 - 21
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Independent Banker - July 2023 - 24
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Independent Banker - July 2023 - 26
Independent Banker - July 2023 - 27
Independent Banker - July 2023 - 28
Independent Banker - July 2023 - 29
Independent Banker - July 2023 - 30
Independent Banker - July 2023 - 31
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Independent Banker - July 2023 - 33
Independent Banker - July 2023 - 34
Independent Banker - July 2023 - 35
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Independent Banker - July 2023 - Cover3
Independent Banker - July 2023 - Cover4
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