Banking, business leadership, and the importance of meeting clients ‘where they are’
At Old National, client service begins with a simple but powerful idea: meeting clients where they are – on their terms, through their preferred channels, and with solutions tailored to their goals. It’s a philosophy grounded in “Banking with Heart,” where understanding a client’s aspirations is as important as addressing their financial needs.
This approach isn’t just relevant for banking. It offers a practical playbook for business leaders across many industries who want to deepen relationships, improve experience and drive long-term growth.
1. Start with Understanding, Not Products
Old National’s approach centers on deeply understanding each client – what they need today and what they’re striving for, long-term. That consultative mindset enables more personalized, meaningful solutions instead of one-size-fits-all offerings.
The bottom line: Sustainable growth starts with insight, not inventory.
2. Meet Clients in their Preferred Channels
Old National strives to deliver a seamless experience across physical locations and digital platforms – such as our recently enhanced platform for small business clients and our modernized consumer loan and Wealth lending platforms.
The bottom line: Convenience and versatility are no longer features – they’re expectations.
3. Closely Align Expertise to Client Needs
Through a team-based structure, Old National connects clients with specialists aligned to their unique situation, whether in Community banking, Commercial services or Wealth Management.
The bottom line: Clients don’t care about your org chart; they care about getting the right answers.
4. Expand Access – Don’t Just Serve the Core
A key part of meeting clients where they are is serving those who have traditionally been overlooked. At Old National we do this through flexible lending programs like our Empowerment Small Business Loan Program, and also with expanded language capabilities.
The bottom line: Growth often lies just beyond your typical “comfort zone.”
5. Use Technology to Empower – Not Replace – Relationships
Old National continues to invest in digital tools that give clients more control while also reinforcing and enhancing the human connection. For instance, we recently upgraded our teller system throughout our banking center network, leading to quicker in-person transactions and reduced wait times.
The bottom line: The best innovations enhance face-to-face service vs. replacing it.
6. Build a Culture That Puts Clients at the Center
Old National’s ability to meet clients where they are stems from a culture that empowers team members to act with care, flexibility and accountability in every interaction. We refer to this approach as “keeping our clients at the center of all we do.”
The bottom line: Strategy sets direction, but culture determines execution.
Ultimately, meeting clients where they are isn’t about adding channels or products; it’s about rethinking how you engage, listen and deliver value. When you consistently lead with empathy, flexibility and understanding, you create a client experience that is both authentic and satisfying. For more information go to oldnational.com.
Rick Jillson is Communications & Culture Director for Old National, and can be reached at rick.jillson@oldnational.com.
