How many bank CEOs invite customers to call them with questions, compliments, or complaints? Every Umpqua Bank store (its preferred term for branches) has a direct phone line to the CEO’s office, part of the bank’s personalized, community-oriented customer service. At a time when so many companies are moving away from face-toface service, Umpqua Bank is encouraging people to drop in and chat, even when they don’t have any transactions to conduct. The bank also connects with customers via Facebook and Twitter, as well as through its own Web site. Employees go to the World’s Greatest Bank University (its in-house training facility) for classes on customer-service techniques and product knowledge. They are also paid for up to 40 hours of volunteer work each year because of the bank’s commitment to community involvement. No wonder Umpqua has been named six times to Fortune’s list of “100 Best Companies to Work For.” Questions 1. Why would Umpqua go out of its way to make each branch a community hub? 2. Would you like to work for a commercial bank like Umpqua, which serves consumers, small businesses, and corporations? Explain your answer.