Trends Report

Customer Advocacy 2010: How Canadian Customers Rate Their Banks

October 25th, 2010
Bill Doyle, null
Bill Doyle
MS
Molly Simpson
With contributors:
Zia Daniell Wigder , Beth Hoffman

Summary

Forrester's research shows that a key driver of customer retention and deeper customer relationships is a trait we call "customer advocacy," the perception by customers that a firm does what's best for them, not just what's best for its own bottom line. When Canadian customers rate their primary banks on customer advocacy, credit unions come out on top, followed by President's Choice Financial. Four of the big five banks get below-average scores from their customers.

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