Customer Advocacy 2007: USAA wins again
This morning at Forrester’s Finance Forum, Bill Doyle released the results of how consumers rate their financial institutions on customer advocacy:
"the perception that a firm does what’s best for its customers, not just the firm’s bottom line."
Why does customer advocacy matter? Our research shows that it’s the strongest predictor of future purchase intent – even more so than customer satisfaction.
For the fourth straight year, USAA has finished with the highest rating in our research. Insurers in general did well as a group; large banks languish in the bottom third of the list. The full report shows where 52 other brands ended up; I recently published a case study on USAA’s culture as well.