Smarter Bank

Book excerpt: With Smarter Bank, Ron Shevlin provides a no-nonsense framework to address broad issues impacting banking's rapidly changing business model. Ron approaches important topics like innovation, big data, engagement, and the migration to money management very directly and with a critical eye for the data behind his statements. He then rewards the reader with deeper context, humor and his iconic snarky point of view. This is a book that you'll refer to time and time again and it's one that will ultimately have impact on your bank's strategy and bottom line. Bradley Leimer, Head of Innovation, Santander, N.A. Ron Shevlin is famous for his snarky sense of humor, as well as his well-researched, well-considered takes on banking and customer behavior.Smarter Bank is a smart book. If you are in banking, you should read it, and you will definitely come away smarter and better informed. Banks that don't follow his advice are dinosaurs and will definitely be left behind, and will most probably go out of business. Brett King, Author of Breaking Banks and Founder of Moven www.brettking.com Searching Finance is delighted to announce the publication of Smarter Bank by Ron Shevlin, author of the popular marketing and financial services blog, Snarketing. The goal of the book is simple: Help banks and credit unions become more profitable, react to and benefit from emerging technological disruptions, and regain consumer trust. At the moment, the banking industry is actually fairly profitable. But respectable? Not quite. Profitable and respectable need not be mutually exclusive. In short, it's about how to become a "smarter" bank. Smarter about developing customer trust and relationships, smarter about understanding consumers' needs and wants, smarter about using technology, smarter about marketing products and services-and smarter about making money. Table of Contents Foreword by Brett King Introduction Part One: Banking's Biggest Problem Chapter One: What's The Problem In Banking? Humor Break: Bank Mergers I'd Like to See Chapter Two: The Innovation Question Chapter Three: The New Competitive Dynamic Humor Break: Bank Slogans We'd Like to See Part Two: Speed Bumps On the Road To The Future Chapter Four: Do You Trust Me? Humor Break: Songs For the Citi Chapter Five: Overcoming The Customer Engagement Hurdle Chapter Six: Pruning The Branches Humor Break: The Branch of the Future Part Three: The New Consumers Chapter Seven: Debunking The Myths About Gen Y Humor Break: Redefining The Generations Chapter Eight: The Real Underserved Market: Gen WHY Chapter Nine: Moms: The Real Decision-Makers Humor Break: Women are People Too (Who Knew?) Chapter Ten: The Rise of the Smartphonatics Humor Break: Financial Diseases Chapter Eleven: The Unbanked, Debanked, and NeoBanks Humor Break: Dear Dick Durbin Part Four: The New Technologies Chapter Twelve: The Unfulfilled Promise of PFM Humor Break: What Would You Name Your New Bank? Chapter Thirteen: The Social Media Mirage Humor Break: Simplified Guide To Social Media Decision-Making Chapter Fourteen: Big Data Delusions Chapter Fifteen: The Mobile Wallet Opportunity Chapter Sixteen: The Mobile Finance Apps Opportunity Part Five: The New Marketing Chapter Seventeen: Mobile Payments: The Fifth P of Marketing Chapter Eighteen: The New Bank Marketing Afterword: From Money Movement to Money Management Acknowledgements References