For Umpqua, whose enduring value proposition was built around delivering a differentiated and valued customer experience (CX), the challenge was how to transform that experience from brick and mortar to digital. This is nearly every bank’s challenge.
Recognizing that many consumers are financially underserved and that virtually all customers want access to a real person, Umpqua developed Go-To to connect real people through a digital platform. Essentially, Umpqua is democratizing private banking by giving every customer the ability to choose their own personal Go-To banker devoted to their financial needs. With Go-To, Umpqua has made digital banking both intensely personal and scalable.
Umpqua’s vision is to continue to use its customer experience focus and culture to create a differentiated, valued customer experience while continuing to challenge common industry assumptions about what customers need and how they want to be served. Go-To is not Umpqua’s end game, merely its most recent point of differentiation and its first Human Digital Banking tool.
“Customers won't ask for advice from a general person that they may or may not know, but they will turn to a banker they have a relationship with.”Rilla Delorier EVP & Chief Strategy Officer
“Customers understand the convenience of Go-To rather than the advice, but over time they see the value of the advice.”Rilla Delorier EVP & Chief Strategy Officer
“Noble banking is caring about whether the customer is in a financially stable situation, and if not, how can they get there and how can we offer the guidance to get them there.”Rilla Delorier EVP & Chief Strategy Officer
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