Innovation Spotlight: Citizens Bank of Edmond
Jill Castilla, President, CEO and Vice Chairman
Citizens Bank of Edmond is a $252 million asset community bank with a rich history spanning 116 years. In 2009, the bank transformed its operations by making critical investments in technology instead of branches. At the helm of this resurgence is Jill Castilla, president, CEO and vice chairman, and also a fourth generation leader and banker at Citizens Bank of Edmond. Castilla is known as an active user of social media, turning critics into brand advocates by staying transparent about changes at the bank and consistently engaging the community for its feedback.
What technology does Citizens Bank of Edmond utilize that you wouldn’t expect at a small community bank?
We strive to be at the forefront of technology to ensure that the bank is relevant today and is positioned to be relevant 116 years from now. We’ve embraced the concept of remote banking: our retail team uses secure Wi-Fi to connect remotely to TellerCapture (a system that enables the imaging and posting of checks at the teller window) and our cash recycler. In 2013, we developed an interactive teller at our ATMs, making us the first bank in Oklahoma to deploy this technology.
One of the biggest changes under your leadership was reducing the number of branches in the community to just one core branch. As you were conceptualizing this renovation, what technological improvements were a priority? What type of research did you undertake?
We knew we wanted to make Citizens Bank comfortable, approachable and accessible with all of our staff located on the first floor. We also invested in technology infrastructure to handle mobile workstations and utilize a range of products including highly advanced touchscreen kiosks. The bank has collaborative workspaces that allow our team to work easily together in groups or for the community to gather informally. We provide public Wi-Fi for our customers and secure Wi-Fi for our team. Inspiration for our newly renovated lobby sprung from visits to numerous progressive banks across the country as well as hospitality industries, such as hotels and restaurants.
One-third of your bank is owned by the employees. How does that ownership help drive the innovation strategy?
It’s the entrepreneurial spirit. Our team knows that to remain independent for another 116 years we have to stay relevant to our customers and team members. Rewards for employment at Citizens Bank reach far beyond a paycheck—it’s building a legacy that’s accomplished through having premier products, services and customer relationships. It’s about standing the test of time, and improving and maintaining a high level of efficiency in everything we do. Ownership increases peer accountability, and the way we have collaborative work stations allows for the sharpening of the saw. Ideas don’t result from a bureaucratic process, but from teams collaborating to be the best for our customers, shareholders and community.