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I must say that the referenced article from the Globe & Mail seems like a breath of fresh air.

In the world of sales, the acronym  WIIFM is often encountered. It stands for ‘what’s in it for Me?’, where the Me represents the customer.  When the focus is solely upon making the sale, as the above article suggest, the customer is the loser in the short term.

However, the banks, as with any other business, will ultimately learn that their customers have choices. One choice is to continue to endure the poor service offered by the offending company.  Another choice is to find an alternative supplier.  This particular solution will come back to haunt the unsuspecting business that continues to abuse its customers.