For Financial Services Professionals

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June 14, 2005 The Three Faces Of Customer Advocacy by Ron Shevlin with Catherine Graeber, Peter Hult

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Executive Summary

Consumers' perceptions of their banks' customer advocacy is the strongest driver of intention when considering their banks for future purchases. But different consumers have different views of what advocacy is. While the largest segment attributes human-related factors to their view of advocacy, other consumers define it differently. Many banking customers view clear explanations of products, knowledge of competitors' rates and fees, and operational excellence as demonstrations of customer advocacy.

This is an excerpt