In 2012, the age of the customer is in full swing. Gone are the days when companies could simply offer their services and customers could choose to take them or leave them — today, companies need to be customer-obsessed. An important step in being customer-obsessed is developing an understanding of current and potential customers' needs — and, in doing so, uncovering what drives business. In this report, we use regression analysis to examine the drivers of acquisition, retention, and cross-selling in the US retail banking industry to answer the question: "What really matters for US banking customers?"