Getting it Right and Keeping it that Way

Have you noticed many different banks are promoting a very similar message in their advertising recently? Apparently their publicized efforts at being ‘re-imagined’ or having a ‘renewed focus’ are meant to instill confidence or create a favorable impression with existing or new customers. When I hear that sales pitch I conclude those banks finally came to the realization that things had gone terribly wrong. Why would a customer be interested in the ‘re’ version after being mistreated during the original version?

Recently I took a close look at a print advertisement from a bank purporting a renewed focus. The one thing I determined with certainty is that it was a good thing I had cataract surgery a couple years ago. Literally the five inch by five inch section of super-small fine print had my eyes needing to renew their focus line after line.

I am generally on the look-out for resources to help me ensure Citizens State Bank’s philosophy continues to best serve our customers and the community. What topics seem to be getting the attention of other bankers? How does Citizens fair when it comes to the banking industry’s latest and greatest?

I was emailed the agenda for a banking conference being marketed to bank leaders across the country and I thought maybe I should sign up for this one. Even though the headline sessions may have caused excitement among some bankers and compelled them to attend, I was not enticed at all. I was left scratching my head as I reviewed sessions that detailed: new product configurations such as digital-product convergence; game-changing growth tales; and ecosystem innovation. This all sounded like nonsense to me.

Based on the situation many other banks find themselves in today, I was actually not surprised to see a featured session on the agenda entitled: “Best practices banks can implement to restore trust and leverage it for competitive advantage.” I hope I never need to be educated on that topic! No need to register for this particular conference because it was easy to see the topics being offered were not going to help me create value for the customers of Citizens State Bank.

It has been my pleasure for the past 34 years to dedicate my efforts to help our customers and I have been fortunate to serve as President for the last 20 years. From my perspective, I feel proud of the long legacy of innovation and stability that Citizens State Bank has demonstrated. I believe it is far better to have never lost focus on the things that are, and always have been, important to our customers. We have never lost sight of the straight-forward concept of conducting our actions in an ethical manner and respecting the trust and confidence our customers place in us. Thank you for partnering with us for all your banking needs.

Perry Forst, President

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