Financial services professionals are by and large sold on the prospect of developing "relationships with their customers." They hope for richer margins, less risk, less attrition, and more predictable volume. Indeed, some banks, brokers, and insurers have staked their brand and strategy on the development of these relationships. But many customers appear less than excited by this concept, given survey responses and their shopping behavior.

This dilemma should provoke a rigorous strategic debate in each organization espousing relationship strategies:

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