Forrester

Why Read This Report

Customer advocacy scores are down this year as the financial crisis takes its toll. Low customer advocacy scores are bad news for any firm that wants to deepen relationships with existing customers. They're especially bad news for the three biggest US banks, which have grown by acquisition during the current crisis and must now master the art of organic growth. If big banks don't improve their bottom-of-the-pack customer advocacy scores, rival firms like local banks and direct brokerages will grab more of their customers' business.