November 15, 2007
How Canadians Rate Their Banks On Customer Advocacy
This is the ninth document in the "Customer Advocacy" series
by Bill Doyle
with Carrie Johnson, Peter Wannemacher, Sarah Glass
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 by customers that a firm has their best interests at heart. When Canadian customers rate their banks on customer advocacy, the financial cooperative Desjardins comes out on top. Four of the big five banks are bunched tightly together, and CIBC brings up the rear.
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Original air date: Wednesday, September 10, 2008
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