Although a significant amount of member service occurs through a financial institution's contact center, it's important to consider that the member journey is far more expansive. There are countless opportunities to build trust and loyalty even when a live agent isn't present. Institutions looking to improve service must consider every touchpoint with an eye for streamlining, improving and enriching the member experience; after all, 92% of respondents in a Motley Fool survey indicated that quality member service is one of the most important factors when choosing a bank, tied only with security and fraud protection.