In recent years, bankers have become painfully aware of the tremendous untapped profitability within their retail customer bases. The key to unlocking this potential is to further penetrate and up-sell the captive audience.

Case in point: A recently completed strategic planning engagement for a $4 billion-asset commercial bank with 120 branches and 200,000 customer households. An analysis of the bank's customer base revealed that the retail bank could generate an incremental $25 million in after-tax earnings over a three-year time horizon by cross-selling each retail banking customer household an additional 1.5 products.

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