Why Read This
Our research shows that a key driver of deeper customer relationships among financial services consumers is a trait we call "customer advocacy" — the perception on the part of customers that a firm does what's best for them, not just what's best for the firm's own bottom line. When customers feel that a financial services firm acts in their best interest, they are willing to invest more, borrow more, and buy more products from the firm. Forrester's 2012 customer advocacy results reveal how the biggest US financial services firms are perceived by their customers. eBusiness and channel strategy professionals can learn from leading firms like USAA and credit unions how to demonstrate customer advocacy in digital channels.