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November 15, 2007 How Canadians Rate Their Banks On Customer Advocacyby Bill Doyle with Carrie Johnson, Peter Wannemacher, Sarah Glass |
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Executive Summary
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.
This is an excerpt
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