For Financial Services Professionals

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	January 9, 2006 Building Stronger Customer Relationships Customer Advocacy In Europe by Cliff Condon with Martha Bennett, Ashara Giordanelli, Benjamin Ensor

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Executive Summary

Banking relationships are tenuous — consumers feel satisfied with their primary bank, but they don't necessarily plan to grow the relationship beyond a current account. For banks to build the emotional attachments necessary to drive product cross-sales, firms need a new strategy for building customer relationships. Forrester believes that winning banks will focus on customer advocacy — creating the perception among customers that the bank does what's right for them, not just what's right for the bottom line.

TABLE OF CONTENTS

• The State Of Customer Relationships
• Customer Advocacy Will Strengthen Relationships
• Delivering On Customer Advocacy

RECOMMENDATIONS

• Shifting The Focus Onto Customers
• Related Research Documents

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