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For eBusiness & Channel Strategy Professionals

Customer Advocacy 2011: How Customers Rate European Banks

January 18, 2012

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Authors

  • By Benjamin Ensor
  • with Myriam Da Costa,
  • Sabine Poltermann,
  • Amelia Martland

Why Read This Report

In the midst of the recession and ongoing sovereign debt crisis, only 29% of Europeans believe their bank acts in their best interest. However, some banks rank much higher than others in our customer advocacy ratings. This matters because there is a strong correlation between customer advocacy and future purchase intention. What differentiates customer advocates from the other banks? The top-rated banks keep things simple, operate transparently, build trust, and treat their customers benevolently. eBusiness and channel strategy professionals can learn from customer advocacy leaders how to demonstrate customer advocacy through digital channels.

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Table of Contents

  • Customer Advocacy Drives Future Purchase Intention
  • Less Than One-Third Of Customers Think Banks Put Customers' Interests First
  • Executives Should Demonstrate Customer Advocacy Through Digital Channels
  • Supplemental Material
  • Related Research Documents