It ties in with something I said earlier. The intent is always to set the incentives in a multi-dimensional way so that they ultimately incent you to move toward the culture that the organization is trying to create. It is exactly along the lines you just described. You want to make sure that ultimately what comes out of this is a client experience where the clients feel they are getting the appropriate product, the appropriate service, and feel they're getting value from the relationship and want to extend it. That's exactly as you've described.
You need to balance a series of different dimensions in whatever objectives you set for your employees so that ultimately it travels in that direction. Then you need to set up monitoring to ensure the behaviour aligns and reinforces the culture they're trying to build.