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

Note that the hassle of changing a bank account is significant. Most banks’ customers aren't going to jump ship on any given day, no matter how shabbily they might be treated. But with superior service and a superior customer experience, Umpqua has earned not just happier customers, but better financial results as well. Its customers are taking advantage of the useful additional services the bank offers. The more Umpqua's customers enjoy the experience, the more natural it is for them to converse with bank employees about consolidating their IRAs, doing estate planning, etc.