Skip to main content

Save or Share this Report

For eBusiness & Channel Strategy Professionals

Customer Advocacy 2012: How Customers Rate US Banks, Investment Firms, And Insurers

April 30, 2012

Primary author headshot


Why Read This Report

Our research shows that a key driver of deeper customer relationships among financial services consumers is a trait we call "customer advocacy" — the perception on the part of customers that a firm does what's best for them, not just what's best for the firm's own bottom line. When customers feel that a financial services firm acts in their best interest, they are willing to invest more, borrow more, and buy more products from the firm. Forrester's 2012 customer advocacy results reveal how the biggest US financial services firms are perceived by their customers. eBusiness and channel strategy professionals can learn from leading firms like USAA and credit unions how to demonstrate customer advocacy in digital channels.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


Table of Contents

  • Why Customer Advocacy Matters
  • Demonstrate Customer Advocacy Through Digital Channels
  • Supplemental Material
  • Related Research Documents