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Credit card customers hate fees. In fact, they hate fees so much that research has shown that they even hate the word “fees.” Late fees. Foreign transaction fees. Processing fees. Each little fee is like getting stung, and excessive fee stings can kill customers, especially in a vertical where loyalty lasts only as long as it takes to get a different credit card from someone else.
But, as Barclaycard executives realized last year, fees can be a great....
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