Finding Your Customer’s Moment of Need

A banker may think the quote, “You’ve got to take on growth tactics and a growth mindset that’s different than the way you did in the past,” had come from the main stage at Bank Director’s annual Acquire or Be Acquired Conference, an event that focuses primarily on financial institution growth. Instead, it came from a tiny studio six floors up, in a recorded conversation between two non-bankers.

Derik Sutton, chief marketing officer of Autobooks, a payments technology company that provides banks invoicing, accounts receivable and accounts payable solutions for their business customers, owns those words. He believes that community banks are positioned to earn and retain business customer relationships by finding and acting on their customers’ moments of need.

In this episode of Reinventing Banking, a special podcast series brought to you by Bank Director and Microsoft Corp., Sutton describes traditional banking practices that can be reimagined for digital, why convenience is king in the payments space and how asking hard questions could be key to getting ahead.

Instead of discerning what their business customers need from digital reports, it may be time for bankers to lace up their boots and get back on Main Street to find out for themselves.

This episode, and all past episodes of Reinventing Banking, are available on, Spotify and Apple Music.


Derik Sutton

Chief Marketing Officer

Derik Sutton is the CMO at Autobooks.  He has a track record of helping to build, market and sell products in the financial industry.  He joined Autobooks in 2018 as the VP of product and experience.


During his career, Mr. Sutton has helped bring 2 digital banking platforms to market that are now leveraged by over 1,000 financial institutions.  He founded Become Labs, a product and design company that focused on fintech companies and financial institutions.  During his time there, he helped companies launch new brands and digital products, consulted with financial institutions on their digital strategy and helped financial institutions build new custom online and mobile banking experiences.


Erika Bailey

Erika Bailey is a contributing author for Bank Director.