Client Spotlight: Williamstown Bank
Williamstown Bank Collaborates with NuSource Financial to Provide Big Bank Technology with a Small Bank Touch
WILLIAMSTOWN BANK (Williamstown, WV)
For over 100 years, Williamstown Bank has provided banking for their community with the mission to be an independent bank that provides the best customer service possible. Williamstown Bank provided traditional banking services such as drive-up ATMs, drive-thru teller tubes, and lobbies that included multiple tellers to conduct their customer’s various transactions. In 2019, the bank was building a new branch and made the decision to update their technology, branch designs, and staffing models to not only offer their customers more convenient options for banking, but just as importantly to offer their 46 employees more avenues for career growth.
“We had old and aging ATMs and drive-thru tubes that needed to be replaced. The last thing we wanted to do was replace old 30-year-old technology with new 30-year-old technology. We wanted to invest in technology that could grow with us,” said Williamstown Bank President and CEO, Sharon Anderson.
For their new branch in nearby Lubeck, WV, Williamstown Bank decided to collaborate with NuSource Financial, an Authorized Hyosung Dealer, to assist them with implementing a new technology strategy. This location would be much different from their existing branches. They introduced drive-thru video banking ITMs, in-place of drive-up tubes, and replaced traditional teller lines with self-service banking kiosks and video-teller assistance. The new open floor plan design and modern technology provide customers with a new form of convenience and flexibility, access to high top table seating, couches, a TV, and charitable donation coffee bar for a fresh cup of coffee or cappuccino. The location is staffed with four Universal Bankers assisting customers with opening accounts, loan applications, service questions, and transaction assistance via tablets that work in conjunction with the new Hyosung self-service kiosks. The new Williamstown Bank branch opened their doors in January of 2020.
At the same time their new Lubeck branch was opening, Williamstown Bank also introduced the technology at their two other existing branches. Old drive-up ATMs and some tubes were replaced with video teller enabled ITMs and lobby teller lines were supplemented with self-service banking kiosks. Customers and employees could now benefit from the bank’s investment in new technology at all locations.
In one month, the bank, with the help of NuSource Financial, implemented ten video-enabled ITMs across their branch network and not a moment too soon. Shortly after the bank went live the COVID pandemic began and required businesses and bank lobbies to close. Customers were now required to conduct their banking practicing social distancing at the new drive thru ITMs. Luckily for Williamstown Bank and their customers the transition was made much easier with the use of their new technology, now available from 7:00 a.m. until 7:00 p.m.
With the new ITMs customers could now make withdrawals, make deposits, pay loans, cash checks, and talk to a video teller all from the comfort and safety of their vehicles.
“I was pleasantly surprised that a little bank like ours was able to turn our operations on a dime and take care of our customers during a very unsure and unprecedented time,” stated Anderson. “Although the pandemic sped up our timeline for the use of the technology, our staff and our customers adopted it very quickly.”
The small community bank successfully kept their mission “to provide the best customer service possible”. They have moved approximately 900 transactions a month from traditional drive-up tubes to video enabled ITMs. The bank’s new ITM transactions now total +/- 5,000 a month and continue to grow. Only 400 of those transactions (10 ITMs) required assistance from one of the three (3) cross trained video tellers. Besides providing video teller support they provide call center support and perform other administrative tasks. The efficiency gained positions the bank for continued growth while expanding service hours.
Anderson emphasized, “It was important for us to show our customers that we were not replacing people with technology. We were providing our employees more opportunities for growth while also allowing our customers more convenient and safe options to interact and bank with us.”
To continue down the path of innovation, Williamstown Bank plans to integrate their ITMs directly into their core banking platform allowing for more self-service transactions 7/24.
