The adage that "a satisfied customer is a happy customer" may be what great media campaigns are made of, but that very sentiment is throwing many bankers off the customer service track-and costing them substantial amounts of time, money, and opportunity. Happiness, you see, has little to do with customer profitability, and herein lies the dilemma.

Certainly, this isn't to say that the call for enhanced customer service is not warranted at banks. Few industry players would argue that, in general, it absolutely is. But giving customers what they want has to make sense from an economic perspective, or banks may end up with twice the challenge they have today: expensive, happy customers-for the moment, anyway.

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