Customer loyalty in the financial market should probably start with one particular observation of customer service one of the capital of commercial banks made by the author in the process of relationship with him. The history of these relationship dates back several years, during which the author was 'diligent' borrowers, consistently concluding 5 credit agreements for the purchase of three vehicles and construction of a country house. Total loans exceeded $ 500,000, and the credit history was impeccable in terms of contractual terms. It would seem that such client – a sample of loyalty and reliability as an example of a client basis kernel bank, and a relationship with him should be permanently maintained and developed. After all, nothing is clouded relations client and the bank that nothing harmed loyalty. And loyalty would not be a limit, whether the bank a little more attentive and sagacious. It so happened that the client was owner and manager of business a year earlier to explore the bank.

Accordingly, his company has serviced and maintained in a different, less convenient, but the usual bank, where the accumulated reputation and showed turnover. And when it is time to apply for a loan for business development, client stated this intention in both familiar bank. It is clear that the company faster and easier to get funding in the bank, which was familiar. A bank watching impeccable credit reputation of the borrower's half a million dollars, so buried in rules and procedures that did not see into loyal customers and his company the same flawless face.