Customer Advocacy 2011: How Customers Rate European Banks

January 18th, 2012

Benjamin Ensor

With contributors:

Sabine Poltermann , Myriam Da Costa , Amelia Martland

Summary

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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