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Rx for Cross-Sell: Customer Lifetime Value

Retail banks are facing a revenue drought, with slack loan demand, a flat rate environment and dwindling fee revenues in the face of new laws and regulations. Often, the best hope for growth is to serve established customers more fully — essentially a person-by-person campaign to gain “share of wallet.” For winners in this quest, the opportunities are enormous. Today’s customer relationship “depth gauge” remains stubbornly lodged at less than 20% at most banks. In ...

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