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Customer Advocacy 2008: How Customers Rate European Banks

November 20, 2008


  • By Alexander Hesse,
  • Vanessa Niemeyer, Ph.D.
  • with Benjamin Ensor,
  • Lauriane Camus

Why Read This Report

Customers who consider their main bank as a customer advocate that does what's best for them have more accounts at their main bank, are more likely to consider it for future purchases, and are more likely to recommend it to others. But only 29% of Western European adults believe that their bank acts in their best interests. Just as they did in 2007, Germany's Sparda-Banken and the UK's Nationwide Building Society top the list of customer advocate banks, while many big banking brands struggle. The top-rated banks keep things simple, operate transparently, build trust, and treat their customers benevolently.

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Table of Contents

  • Customer Advocacy Drives Loyalty, Cross-Selling, And Recommendation
  • European Banks' Customer Advocacy Scores Have Not Improved
  • Customer Advocates Excel In Simplicity, Transparency, Benevolence, And Trust
  • Supplemental Material
  • Related Research Documents