For Financial Services Professionals

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	August 1, 2005 Customer Advocacy: The Secret To Loyal Financial Services Customers by Bill Doyle with Bruce D. Temkin, Allison Corbett, Peter Hult

This is an excerpt

Executive Summary

Financial services consumers continue to grow more mistrustful of firms, more insecure, and more hands-on. To combat these changes, most financial services firms have focused on raising satisfaction. But satisfaction does not drive consumers to deepen relationships with firms. What does? Customer advocacy — the perception that the firm does what's best for its customers, not just what's best for its own bottom line. Firms that demonstrate the four components of customer advocacy — simplicity, benevolence, transparency, and trustworthiness — enjoy the most important fruits of loyalty: customers willing to consider the firm for future purchases.

TABLE OF CONTENTS

• The Changing Financial Services Consumer
• Customer Advocacy Drives Future Purchase Intent
• How Firms Demonstrate Customer Advocacy
• Related Research Documents

This is an excerpt