June 29, 2005

Demonstrating Customer Advocacy To Online Bankers

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

by Ron Shevlin

with Catherine Graeber, Peter Hult

Executive Summary (This is a document excerpt)

Banks receive lower customer advocacy scores from their online bankers than from their offline bankers. Why? Online bankers are motivated by different advocacy factors than offline bankers. Banks can use their Web sites to improve advocacy ratings by providing competitive rate information, offering preemptive account alerts, and making online help more task-sensitive.

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