Service Still Wins Every Time

This one really stood out in our data 71% of people say customer service is the most important factor when choosing a bank. In a world where rates and products are pretty similar across institutions, how you make people feel becomes everything. It’s like that Will Guidara book about “unreasonable hospitality,” the little unexpected moments that make someone’s day. 

Here’s the thing: most customers only visit branches monthly, and 21% only come in when there’s a problem. That means every single interaction carries huge weight. These aren’t just transactions; they’re opportunities to either strengthen or damage the entire relationship. When someone walks in stressed about a mortgage issue or confused about fees, how we handle that moment determines whether they stay for the next decade. 

The loyalty data tells the whole story. Baby Boomers and older customers who’ve had consistently good service experiences will stick around for decades. It’s not habit it’s genuine emotional connection built through hundreds of small interactions over time. They remember the teller who congratulated them on their retirement or the loan officer who walked them through their first home purchase. 

Download the full report to learn what it takes to build trust, reduce churn, and create meaningful experiences across every generation.