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	Average: 10  (1 rating)

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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

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