Smallburg Community Bank

SMALLBURG COMMUNITY BANK 1

Shawn Pugh

G00029497

Grantham University

SMALLBURG COMMUNITY BANK 2

Abstract

Back in September of 1990, Smallberg Bank had a local Professor conduct a survey of current customers to see what they would like improved at the bank. The number one request for the bank ended up being the request for greater accessibility to banking. Many customers wanted 24-hour banking. The CEO of the bank asked for input as to how the bank could meet the requests of the customers. While some of the ideas flying around were about how to man the drive through window or lobby during off hours, one individual brought up some new technology. Bill mentioned the use of ATMs and online banking and how this could help the bank and its customers. Bill’s ideas were shut down at the beginning because the others believed that they were in the business of banking and not computers (remember this is 23 years ago). So, lets take a look at some of the things the bank could have done a bit differently and what the potential risks of either taking Bill’s advice or not taking it could be.

SMALLBURG COMMUNITY BANK 3

The Professor who conducted the survey was asked to survey the banks customers to determine how the bank could improve the quality of service to existing customers and what they need to do to increase their customer base over the next five years. The Professor’s findings showed that the greatest factor the bank needed to address was accessibility, this means availability of service and 24 hour service. What was the reaction by many at the bank to the findings of the survey? Right away many presumed it to be impossible to satisfy the requests of such findings. It was hard for some to think “outside of the now” of how things are being done to see any other possible methods. They were...