Why the Customer Experience Matters in Retail Banking, Pharmacies and Other ‘Captive Customer’ Situations

Umpqua Bank, one of the great customer-focused banks, uses this theory of turning branch banking from necessary evil to desired experience. By doing so, it outshines its competition.

In an interview I did recently with Umpqua Regional Vice President Michele Livingston, she explained how the bank strives to turn a typically blah errand into something their customers want to do. Umpqua does this by making their branches hip: uniquely designed, with WiFi, free coffee and, of course, extraordinarily customer-focused employees.