Don't Just Install Tech, Integrate It.by La Macchia Group
Credit unions and community banks thrive on delivering highly personal, relationship-driven service. These attributes are – and should remain – the core of a financial institution's mission. In today's world, that increasingly means enabling technology with a purpose: creating high-touch, personalized relationships through smart technology integrations.
According to Deloitte, today’s consumers expect their financial institutions to act and interact more like top technology brands. In an age where smaller financials need to do all they can to avoid being “Rocket Mortgaged,” and consumers seek a fast, frictionless financial experience across various mediums, technology integration must be a top priority.
If you’re not thinking about technology, you’re in the minority. 78% of financial executives believe their work will change in the next five years because of new digital business trends. But investing in technology for your institution is about more than “keeping up with the Joneses.” It is not simply installing screens blandly showcasing your most recent auto loan rate, or CD or using ITMs in your branches. To achieve the maximum return on investment, technology must serve a purpose. It must be integrated into your visitor’s journey, identifying, addressing and easing friction points and acting as a seamless expression of your brand.
So, what is the right kind of technology to focus on? There is no cookie-cutter, one-size-fits-all approach to technology integration. It’s important to leverage community and demographic insights to determine what your customers care about and use available technology to help you connect with them. How do you know when it’s time to consider an update? If you’ve found yourself or your team saying any of the following, it’s time:
“My branch feels out-of-date and out-of-touch.”
Technology integration enables you to create a customized, personalized environment that is adaptable, modern and experiential. It is not just about digital display, it’s about digital engagement. Taking your brand digital means you can quickly and creatively deploy custom content that instantly rejuvenates your brand and your message. Where in the past, you invested in static signage and it was “one and done,” a one-time investment in technology integration unlocks a plethora of opportunities to engage with branch visitors and staff through meaningful, timely and relevant content.