Tony Plath, a retired finance professor at UNC Charlotte, said he expects Wells Fargo's settlements have not ended with the $575 million payment.

"Every time they pay a fine — and they have paid a lot of them lately — a few months go by and there's another admission on the part of the bank of another round of customer abuse," Plath said.

"Once I become convinced that they're really, sincerely changed their behavior and the way they treat their customers, then I'll be more willing to believe that they've begun the rehabilitation process."

Cross-sell strategy

Wells Fargo management, all the way to former top executive John Stumpf, stressed during the affected time period the importance of getting customers or households to have up to seven products and accounts.

The goal was getting customers so entrenched that they would not consider leaving even if they became dissatisfied with the bank.