Building lasting client relationships can contribute to the profitability of banks. Management consultants Bain & Co reports that a 10% profit generated from one-year-old customer relationship can increase by more than six times if the relationship stretches to seven years. Banks can improve their customer retention rates by following twelve rules. The first of these rules is for banks to show that all bank personnel are working together to further the interests of the clients. Efforts should likewise be directed toward researching customer needs and preferences, identifying the customer segments that provide the most business, empowering bank personnel, and paying attention to internal customers as well as external clients. Banks would also do well to address customer problems, keep in touch with clients, cross-sell to customers, make every bank personnel accountable for retention results, recognize employees' retention efforts, and make retention programs flexible.