Other interesting findings:

1. Customers have difficulty articulating why they choose an institution
2. There is enormous switching inertia, even when consumers know they can get a better deal.
3. Consumers are irrational.
4. We thought that people would be attracted to the idea of doing business with a group they own, but the decisions were really based on service and features. They were resistant to the ideas of a relationship, and didn't want one.