IMHO - The pricing poicy could/should have specific measureable and definitive caviets for any variences.
Define "Good Loan Customer" potentially as one who has had a loan at least xx% of the credit requested and paid as agreed". If you say "Loan Customer", that could be someone with a 10 year old $5,000 visa credit card that is unused.
Instead of saying Long Term Relationship, (which could reflect opening a savings account 10 years ago with $100, and nothing else) come up with a criteria potentially for Good Bank Customer "deposit and loan accounts, maintained as agreed for xx% of the credit requested."
etc.
For matching competitors, a copy of their GFE would be mandatory to match their rate.
In all cases, you would need to apply the SAME standards to ALL applicants. (Including potentially asking all applicants if they have inquired about other rates.) Any deviations should be limited, approved, recorded, reviewed, reported and analyzed.
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Integrity. With it, nothing else matters. Without it, nothing else matters.