Executive Summary (This is a document excerpt)

Forrester's research shows that a key driver of deeper customer relationships 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 its own bottom line. When customers feel that a firm acts in their best interests, they are willing to invest more, borrow more, and buy more products from the firm. In this document, we have compiled our most important research on customer advocacy to provide an overview of our research and perspectives on the subject.