First of all, when I call, they recognize my name, if not my voice. When I walk in, I am greeted personally before I have a chance to give my name. They ask after my mother, who has become a customer after moving in with me a couple of years ago. They helped me set up her accounts long distance before she arrived and routinely walk her through the online process for whatever she's forgotten how to do. They are ALWAYS cheerful and neighborly, whether I visit my home branch or one of the few others available in the area. Often, drive through tellers will remark on my business name, which is unique and contains a pun. Their banking products are on par with the large national entity I left and are highly competitive. In fact, unlike said former bank, they take the time to dig a little deeper into products that might be helpful to me, or to answer questions outside their normal expertise. (GREAT rate on my savings!) The "other bank" was dismissive and treated me like a number on a chart, not a small business owner with a unique set of circumstances trying to get off the ground. I was extremely frustrated and angry when I walked into my bank for the first time, looking to change three checking accounts, a savings account and set up credit card services. I had everything I needed, with rate comparisons and solid advice in 30 minutes instead of three days. Recently, after completing my taxes and discovering info about a Health Savings Account, I asked my bank what the benefits and drawbacks were. They didn't know, but they dug around, made some calls and had an answer within minutes, including a print out of what the tax benefits are, caps, contribution expectations and uses. THAT is service! The ONLY draw back is lack of access. A fee is charged for e-deposit, which keeps me from using it most of the time. They do, however, reimburse other bank ATM fees, if I take my receipts in every 30 days. I've been with my small, local bank for almost 15 years now. I would never dream of going anywhere else. The benefits FAR outweigh the negatives.