The financial services industry is undergoing a period of dramatic change unlike nothing seen since the great depression. Credit has been tight, with some of the most famous financial service institutions both large being allowed to fail. The worldwide sub-prime crisis is reshaping how banks, insurance companies and credit agencies develop go-forward strategies to attract and manage capital.Over the last decade, the trend across many industries has been a steady decline in customer loyalty, especially retail banking. The advent of the Internet for general consumption has provided consumers with an efficient, low-cost approach for research alternative choices while concurrently creating price transparency. Traditionally, financial service institutions promoted product offerings and features to as broad an audience as possible to meet revenue and ROE targets. There was less attention to customer mix, customer profitability and customer relationship management to all but the most elite or