FROM THE CEO
Sincerely,
Digital Channel Technology
Q&A
DAVE THOMAS, Director of Digital Channel
Management, Sterling National Bank
Q: How vital is it for businesses to invest in digital management
solutions in today’s tech-savvy market?
A: It doesn’t matter what industry you’re in, digital is the way to go. It’s
something that customers expect, and if you use it right, you can even see
gains like new customer acquisition.
Q: What role does mobile technology play in channel management
for businesses?
A: Here at Sterling, we are beginning to design for mobile first. You
don’t want to go back to the office or get on a computer to complete a
transaction. Things are expected to happen in real time, and mobile’s the
best way to make that happen. Building out a mobile platform that can
function as a computer is the goal.
Q: What are some insights, mapping, or architectural details
businesses should implement to improve their online customer
experience?
A: Start by asking if the product is scalable. It’s all about thinking ahead
versus your immediate need. The Sterling digital team applies an agile
methodology so everything gets built in small iterations. This allows you
to build and see something—test, learn, and then quickly react.
Q: What advice would you give business owners looking to make
sense of their customer data?
A: It’s all about taking the time and applying the expertise to analyze the
data so you can see what your consumer patterns are. Data gives you the
ability to identify places where you’re having issues, and helps illustrate
future opportunities.
Q: What have you learned from implementing new technology
at Sterling that would be beneficial to know for small business
owners?
A: The fastest way to do something isn’t always the best way. Sometimes
we’re in a rush to push things to market, but there’s value in taking time
and making sure it’s going to provide the end result you want. Also,
remember that you understand your business better than anyone else.
A consultant can come in and say you need to use this technology, but
that doesn’t mean it’s the right option for your business.
STERLING NATIONAL BANK
RANKED #5
IN S&P GLOBAL MARKET
INTELLIGENCE'S
2016 REGIONAL BANK
PERFORMANCE RATING*
4 | SNB.COM // CONNECT INNOVATION SUMMER 2017 // RANKED BY FORBES’ 2017 “AMERICA’S 100 BEST BANKS”
COPYRIGHTED
I
t’s incredible to
think about how
innovation has
changed our world in
such a short amount
of time. Little more
than a decade ago,
the way we did busi-
ness was markedly
different. The social
media revolution was
just beginning to take
hold, and served as
more of a distraction
Jack L. Kopnisky than a driving force.
President & CEO Smartphones and
Sterling National Bank other mobile devices,
while available, were not as ubiquitous
among consumers—and tablets wouldn’t
become a widely accepted consumer tech-
nology until the release of the iPad in 2010.
The primary options for getting around
Manhattan were still walking, hailing a cab,
or relying on the subway, as the so-called
“sharing economy” wasn’t yet on the radar of
the transportation (or hospitality) industry.
Simply put, today’s rapid innovation cycle
means that all businesses—new and old
alike—must adapt and embrace change to
survive. Fortunately, Sterling and our team
of relationship managers are committed to
helping our clients navigate today's fast-
paced and often unpredictable business
climate. In this issue of Connect, you'll gain
a deeper appreciation for what it takes to
understand today's über-connected (no
pun intended) consumers with the help
of journey maps (Page 15), as well as how
to appeal to the unique conventions and
habits of millennials (Page 19). You'll also
learn about operational innovations you can
apply within the four walls of your business,
from overhauling a tired corporate learning
program (Page 8) to embracing remote work
options (Page 23). Remember, innovation
waits for no one. Embrace it and adapt today,
and reap the benefits tomorrow.