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June 29, 2005 Demonstrating Customer Advocacy To Online Bankersby Ron Shevlin with Catherine Graeber, Peter Hult |
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This is an excerpt
Executive Summary
Banks receive lower customer advocacy scores from their online bankers than from their offline bankers. Why? Online bankers are motivated by different advocacy factors than offline bankers. Banks can use their Web sites to improve advocacy ratings by providing competitive rate information, offering preemptive account alerts, and making online help more task-sensitive.
TABLE OF CONTENTS
- Online Bankers Raise The Bar On Advocacy
- Use The Online Channel To Improve Customer Advocacy Perceptions
- Related Research Documents
This is an excerpt
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