"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, West Michigan Community Bank announced, "Our mission is You."
West Michigan Community Bank's new mission statement is stunning in its clarity and purpose. The bank 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. But West Michigan Community Bank sees 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.
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...
West Michigan Community 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 West Michigan Community 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. 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.