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	November 26, 2007 Topic Overview: Customer Advocacy by Bill Doyle with Benjamin Ensor, Brendan McGowan	Average: 4  (7 ratings)

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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 on the part of customers that a firm does what's best for them, not just what's best for its own bottom line. When customers feel that a firm acts in their best interests, they are willing to invest more, borrow more, and buy more products from the firm. In this document, we have compiled our most important research on customer advocacy to provide an overview of our research and perspectives on the subject.

TABLE OF CONTENTS

• Why Customer Advocacy Matters
• Customer Advocacy Drives Future Purchase Intent
• The Basics
• The Rankings
• Case Studies
• Banking And Customer Advocacy
• Related Topics
• Upcoming Research
• For More Information
• Related Research Documents

This is an excerpt