"You" Take Center Stage in New Mission & Vision
Taking the lead to simplify its corporate mission and vision and rededicate itself to a culture of service, Davison State Bank announced, "Our mission is You."
Davison State Bank Chief Executive Officer Ronald Justice said the new mission statement is stunning in its clarity and purpose. "We set out to revitalize our corporate mission and vision and try to recapture a corporate culture that makes community banking special. What we found at the core of our business is you."
The process started in 2006 when leaders of the bank met for the purpose of rewriting a mission and vision of what the company could become. "For the past several years, banking has drifted to a sales culture, where banks are promoting products and specific financial services. We see our roots in community banking as a service business, where our mission is to promote the financial well-being of our customers. We realized that what is best for us as a financial institution is also what is best for "you" - your potential, your opportunities, your security, your dreams."
"Once we recognized this central idea, it became clear that our mission is actually very simple. Our mission is - You," Justice said.
Likewise, the bank sought to establish a vision for the future. "Rather than state our vision as a goal about our bank, we decided our vision for the future is about our relationships with our customers. This is why we concluded that our vision is to be "Your financial partner for life."
Unique among banking industry...
Davison State Bank's mission and vision are unique for a bank. Most focus on financial performance for stockholders as a mission and growth as the ultimate vision. But Davison State Bank does things differently than many financial institutions.
"Actively defining a corporate culture is intentional - it's a deliberate process in which we choose to establish an atmosphere that reflects our mission, vision, values and beliefs in our daily customer service experiences," Justice said. "This means corporate culture isn't beyond our control. In fact, it controls how we work and how we relate to one another, and to our customers."
"From the moment a customer walks into one of our banks, we want them to understand that our mission is to make the customer experience positive, memorable and productive. That's what it means to adopt "You" as our mission."
