Hoosier Banker 11 The rebranding in 2012 of Security Federal Savings Bank included an updated lobby, mixing elegant details with welcoming touches. made us persistent, because we couldn’t give up until we completed the task. “I’ve sent four of our team members to the program since then. I am truly a fan, and I feel the IBA has coordinated a well-rounded program with top-notch instructors. I am definitely an advocate of IBA’s Leadership Development Program.” The website of Security Federal Savings Bank lists institutional values of courtesy, safety and flexibility. How does your bank apply these values consistently among your five locations? “Our core values of courtesy, safety and flexibility are our top priorities. When we rebranded the bank in 2012, the financial crisis was still being played out. We wanted to put an emphasis on making our customers and noncustomers feel a sense of personal security and safety. We incorporated the feel into the bank look by creating an environment where people feel welcomed, listened to and served by a bank that has their best interest in mind. “Along with the rebranding came a program we call ‘Customer Xperience.’ This program sets clear standards and expectations for how we treat customers, both internal and external ‒ the ‘courtesy’ value. We actively follow the Golden Rule and treat our colleagues and customers with the utmost care, loyalty and respect, which makes everyone feel important. Every new employee completes the Customer Xperience training program, and existing employees are reminded frequently of our agreed-upon affirmations. “We wanted our customers and communities to recognize that, as a community bank, Security Federal remains strong and committed to the communities we serve. We also updated our look to reflect a progressive feel to show the communities that we intend to be around for many years to come, and that we will continue to provide the most feasible products to suit their needs. “Being a community bank allows us to provide flexibility to our customers. Each customer interaction is unique, and we want our team to be equipped to meet the customers’ needs and not try to fit everyone into the same product, especially if it’s not in their best interest.” What do you enjoy most about banking? “Every day is different. I enjoy knowing that I can help provide a necessary service to the community I was born and raised in. When I have the opportunity to work directly with our customers, I want to do everything I can to help them reach their goals. “Every day our decisions impact peoples’ lives, and you want all of those decisions to have a positive impact. It can be difficult in a small community to constantly balance what’s best for the customer and what’s in the best interest of the bank. These are your friends and family and people you see at the grocery. “I also enjoy watching our young talent grow. For one, that means I can retire sooner, and secondly, they will most likely make better leaders because of the attention devoted to growing them. “I prefer the term ‘growing,’ rather than grooming. I don’t want to groom someone to be like me; I want people to use their own natural abilities to develop ideas using all of the resources they have available, even if they are not specific to banking. I feel the best thing I can do is support their motivation to continually improve their skills.” You have received multiple community and industry honors, including from Indiana University-Kokomo, the Logansport/ Cass County Chamber of Commerce and NorthWestern Financial Review magazine. What is your community service/work philosophy? “The communities we service are the people who enable us to provide jobs and pay salaries. As a mutual, Security Federal doesn’t have the same earnings philosophy as a stock institution, which allows us to be more charitable in our communities. “I have expectations of all of our officers that they be actively involved in local organizations. Fortunately the philosophy of
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