2023 Community Bank Case Study Competition Journal

2023 COMMUNITY BANK CASE STUDY COMPETITION

For every technology problem, PSB strives to find a solution to better build customer relationships. Hybrid Work and the Pandemic The pandemic disrupted both financial markets and the workplace environment. During the brunt of the pandemic, the PSB team worked fully remotely. As restrictions lightened and employees returned to the office, Halterman discussed with his team the benefits experienced during remote work. Staff found that working from home can lead to better focus and improved efficiency. Remote work also allowed employees to carry out their responsibilities with more independence. This new flexibility permitted parents to transport their children to and from school or activities. After hearing the benefits, Halterman opted for a hybrid approach with an emphasis on employee choice. The hybrid model ensures tellers will be present to serve lobby and drive up customers. All staff members working remotely were provided a secure laptop and all other resources necessary to carry out their duties from home. While Halterman offers choice, the reality for PSB is that the team likes being together. Halterman has created an environment that fosters creativity, collaboration, and enjoyment. Nonetheless, the newfound adaptability enables individuals to prioritize their role as parents in addition to being employees. This flexibility grants them the opportunity to spend more quality time with family.

For every technology problem, PSB strives to find a solution to better build customer relationships.

mobile banking before the global shutdown. This allowed for a smooth but quick adjustment to the new software for consumers to open an account or conduct deposit and loan transactions from a distance. Halterman views E-Branch as another branch, not just an additional digital service. His message to customers is that “you don’t have to come into the bank to enjoy a successful banking experience.” He explains the bank had to re-think its communication strategies to stay engaged with customers who may never visit a physical branch. The introduction of online/ mobile banking was a clear technological success for PSB, which continued throughout the pandemic. Despite this success, Halterman holds one principle above all others: positive customer service values. That’s why when it comes to technical support, he recommends employees use E-Branch as well. The resulting comfort and familiarity allow employees to better assist customers. If front-line employees are unable to address a technology issue for a customer, the bank provides two in-house experts to assist.

38