Independent Banker - September 2020 - 30

PORTFOLIO
How to make your card
top of wallet
Payments
Your community bank's credit and debit
cards go wherever your customers make
transactions, including at online retailers, in mobile
wallets and more. How do you ensure your card is your
customers' first choice when there are more options
than ever before? By Katie Kuehner-Hebert
here's no shortage of platforms where customers
spend their money. Shouldn't your community bank's
credit and debit cards follow suit? Banks employ a variety
of strategies to be " top of wallet, " no matter if customers
put their cards on fi le with online retailers, within a mobile
wallet or make in-person transactions.
22 Q ICBA Independent Banker Q September 2020
T
To be top of wallet for debit cards, banks must foster
strong relationships with customers, anchored by primary
checking accounts that they use most of the time, says Chris
Doyle, president and CEO of $1.5 billion-asset Texas First
Bank in Texas City, Texas. " Unless you control payments,
you're going to lose deposit market share, " he says. " Being
top of wallet allows you that control. "
To encourage greater use of debit cards, the community
bank partners with Kasasa to off er cash back checking
accounts depending on a minimum number of transactions
and other qualifi ers, says Lela Snyder, senior vice president
for Texas First Bank. Customers also have the ability to
place their card within a mobile wallet.

Independent Banker - September 2020

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

Table of Contents
Independent Banker - September 2020 - Intro
Independent Banker - September 2020 - Cover1
Independent Banker - September 2020 - Cover2
Independent Banker - September 2020 - Table of Contents
Independent Banker - September 2020 - 2
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Independent Banker - September 2020 - Cover3
Independent Banker - September 2020 - Cover4
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