Entrepreneurial Community Bank Forges A New Direction for Small Business Banking

by Mark A. Weiss

Jimmy Walker and his staff at the North Atlanta National Bank are on a mission. They are out to change the banking experience for small to medium-size business owners in North Fulton County. Walker, with 28 years in banking, has seen many changes in the industry and is not pleased with all that he sees. In his opinion, the industry has created "win-lose" relationships with small business customers. "It really doesn't take much to guess who comes out on the winning end when banks merge," offered Walker. As Chairman and CEO of the newly opened North Atlanta National Bank, Walker wants to redefine the banking relationship for the small business owner by offering classical community banking services. "North Atlanta National Bank was founded on the principles of Soundness, Service and Community. There is nothing that says a bank can't be forward thinking and innovative while still being flexible to the needs of its customers. This is our mission, our reason for being. We want to become the bank for small businesses in the North Fulton community."

Mega-banks formed through mergers and acquisitions characterize today's state of the banking industry. The systems, processes and procedures used by these banks are designed for large-scale implementation. Similarly, the services are geared towards the larger customer, leaving the small business owner's needs unaddressed. Walker finds that the larger banks use technology at the expense of personal customer service. These banks may offer a broad array of services but sadly have lost the ability to connect on a personal level with the customer. He points out that the multitude of services offered by banks can be compared with a new release of computer software. While the software may offer many new capabilities, the typical user only takes advantage of a few.

Jimmy Walker feels strongly that the large banks have forgotten the small business owner. In some cases, the banks have instituted policies and procedures that place the smaller business owner at a disadvantage. "We want to create 'win-win ' relationships with all of our customers," Walker shares. "Though the mega-banks offer a broad range of services in almost every flavor, they have forgotten that the typical needs of the small business owner are basic." He believes that what the small business owner really needs and wants is personal service, a relationship. "We at North Atlanta National Bank have a clear understanding of the business owner's needs. We are focusing on every process, product or service that touches our customers, striving to move toward a near-perfect customer service experience.  Our aim is to redefine customer service in the banking industry and steer it toward a new direction. A visit to your banker should be like visiting a friend, not appearing before the Inquisition."

Walker is not alone in his belief that small businesses are on the losing end of banking merger mania. An article in the Wall Street Journal quoted a 1997 federal banking report that backs up the perception that mergers often reduce the number of loans made to small businesses. After a merger, the new larger bank typically becomes unreceptive and unresponsive to the needs of the small business owner. The "take a number, take a seat" approach practiced by many of the larger banks frustrates the small business owner. His or her identity has been reduced to a number by a transient loan officer who has no real input into the decision-making process. The application is coolly entered into a computer in a distant city that determines the credit worthiness of the applicant.

Clearly, there is a need for a bank to focus on the needs of small businesses. Again, Walker states that it's about returning to basics. "Bankers need to have strong relationships with their customers and be able to demonstrate a degree of flexibility in dealing with clients and their individual situations. At North Atlanta National Bank, we believe that a successful relationship is defined by providing winning financial solutions to our customer's cash management and capital needs." Walker emphasizes that ".it's all about a caring staff of employees understanding the nature of the client's business and delivering exceptional service to the small business community. We strive to build consultative partnerships in our interactions with customers.  It's definitely not about dialing a 1-800-telephone number, entering some figures and hoping that a computer looks favorably on your statistical profile. Our business customers appreciate the ability to work with local banking professionals who have the authority to make loan decisions."

The bank, which opened for business in mid November, is temporarily located in a shopping center at the intersection of Mansell Road and the Old Alabama Road Connector.  Groundbreaking for a permanent facility that is being designed to promote and support customer service is scheduled for late Spring, 1999.

While the bank will offer many traditional services, Walker knows from experience that relationships and personal service geared to the business owner will differentiate the bank from its competitors. "The North Atlanta National Bank will be a community bank with services designed specifically for small businesses and individuals. We believe these segments currently are under-served by large banking organizations. Our creed of Service, Soundness and Community supports our mission to provide excellent customer service and exceptional financial security while developing deep roots within the North Fulton community.  The staff and I pledge to keep a watchful eye on the opportunities of the future while holding on to the traditional principles which define the best in a relationship between a bank and its clients."

The North Atlanta National Bank is located at 10595 Old Alabama Road Connector, Suite 21, in Alpharetta, GA.  For more information, call 678.277.8400 or visit the bank's web site at www.nanb.com.