Independent Banker - November 2020 - 69

are approaching 40 and running small
businesses in the U.S. Discover how
they will choose to interact with your
financial institution and make changes to
accommodate that.
Phillips underscores the importance
of creating a payments strategy that
takes your existing customer base into
account. How you introduce contactless
cards to your current customers is
" We've been
talking about
digital strategy
and customer
convenience for
a number of years.
It has shifted
from convenience
to necessity. "
-Tina Giorgio, ICBA Bancard
essential, too.
" As you look at the contactless
opportunity, how are you going to roll
out contactless? " she says. " Are you going
to replace cards during a replacement
cycle? These are strategic decisions
banks need to make. "
Education is key
Banks play a big role in educating their
customers. Phillips suggests financial
institutions create key messages for
their customers around the security
of contactless payments and what to
look for when determining if a device is
contactless enabled.
Jill Robiller, assistant vice president
of bank cards and payments manager at
$1 billion-asset United Bankers' Bank
in Bloomington, Minn., has a different
take: Use contactless payments as an
opportunity to deepen your bond with
the customer and show that you care.
" People are worried about things
they don't understand. They want a
safer way to make a transaction, " she
says. " You're creating a stronger bond
and relationship with them, because
you're showing them that you care
for them on more than one level-not
just their financial health, but their
physical health. "
Asked if the current rise in contactless
payments and decline in cash suggests
the country is moving toward a cashless
society, Robiller says not completely.
" I don't think we are ever going to
go 100% cashless, " she says. " People
like having cash available, especially
for small purchases. But cash is no
longer king. "
Mary Yerkes is a writer in North Carolina.
independentbanker.org Q 67

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Independent Banker - November 2020

Table of Contents for the Digital Edition of Independent Banker - November 2020

Table of Contents
Independent Banker - November 2020 - Intro
Independent Banker - November 2020 - Cover1
Independent Banker - November 2020 - Cover2
Independent Banker - November 2020 - Table of Contents
Independent Banker - November 2020 - 2
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