"If bankers are excited about something, it will come through in the customer experience," says Jody Bhagat, a senior vice president at U.S. Bank.

U.S. Bank Makes a Soft Sell for Customer Retention Feature

The Minneapolis bank has found a novel way to persuade depositors to try online bill pay -- a service known to discourage customers from moving accounts but that banks nationwide are struggling to get more accountholders to use.

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