When the industry talks about card innovation, the conversation almost always centers on scale—who has the biggest technology budget, the most features, or the flashiest apps. However, community banks know that success lies not in trying to outspend or outbuild the largest institutions, but in leading with intentionality and developing the offerings that speak directly to our customers.
When it comes down to it, customers want three things from their cards: 1. convenience; 2. ease of use; and 3. recourse. Put simply, they just want them to work as intended, when intended, and have someone to speak with if they don’t. And that’s precisely what community banks offer.
Making the distinction
We distinguish our card programs by structuring them with intentionality. We ensure they have fast and reliable card issuance, simple and intuitive card controls, clear and timely alerts, and strong fraud protection. We enable our cards’ integration into digital wallets to support our customers’ desired transactional approaches. These features may not always be flashy, but they are dependable—and reliability is something our customers value deeply.
But we don’t stop there: Our solutions extend far beyond those offerings because of the trusted, personal relationship for which community banks are known. When something goes wrong, our customers know they have a real person to whom they can turn. When there’s suspected fraud on the account, they know who to ask. When they need a replacement card, they can come into the branch and get one the same day. When they want to extend their credit limit for a particular purchase, they know who to call. That peace of mind and certainty of connection will always outweigh a flashy tech tool.
As an added bonus, we not only serve our customers, but we take it one step further and support our communities. For instance, as I mentioned in a previous column, my bank offers a high school debit card program. We allow members of the community to choose a custom debit card affiliated with a local high school, and with each transaction, we donate to the school on the card. This program not only shows a significant commitment to the community, but it also delivers its own sort of bells and whistles, ones that resonate with those we serve.
Building with intentionality
And that is why community banks continue to come out on top. We look at the details of what the people and businesses in our communities need, and we put our products to work to serve those requirements. It’s about building with intentionality and being resourceful with what we have in ways that directly serve our customers, and that thoughtfulness creates a better product than anything that comes out of a tech stack.
So, as you consider the future of your card programs, think about what you have today and how you can better serve your customers. Talk to the team at ICBA Payments to learn more about their offerings and experiences with other banks. Get their advice on where you have opportunities to strengthen your program, not with the next shiny thing, but with intentionality. It will make all the difference.
Ruth Christopher is ICBA Payments chairman and chairman for Citizens Bank in Las Cruces, N.M., and its holding company, Amador Bancshares Inc.