For eBusiness & Channel Strategy Professionals (Length: 3 pages)
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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Also in this series:
- What Satisfies Financial Services Consumers
- Earning The Loyalty Of Banking Customers
- Lessons From Edward Jones' Mutual Fund Debacle
- How Financial Firms Rank On Customer Advocacy
- Customer Advocacy: The Secret To Loyal Financial Services Customers
- Customer Advocacy 2006: How Consumers Rate Their Banks, Brokerages, And Insurers
- Customer Advocacy 2007: How Customers Rate Banks, Brokerages, Insurers, and Credit Card Issuers
- Customer Advocacy 2007: How Customers Rate European Banks
- Case Study: Charles Schwab Storms Back By Focusing On Customer Loyalty
- Customer Advocacy 2008: How US Consumers Rate Their Banks, Brokerages, And Insurers
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