June 14, 2005

The Three Faces Of Customer Advocacy

This is the first document in the "Customer Advocacy In Banking" series.

by Ron Shevlin

with Catherine Graeber, Peter Hult

Executive Summary (This is a document excerpt)

Consumers' perceptions of their banks' customer advocacy is the strongest driver of intention when considering their banks for future purchases. But different consumers have different views of what advocacy is. While the largest segment attributes human-related factors to their view of advocacy, other consumers define it differently. Many banking customers view clear explanations of products, knowledge of competitors' rates and fees, and operational excellence as demonstrations of customer advocacy.

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