Trends Report

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

April 30th, 2012
Bill Doyle, null
Bill Doyle
With contributors:
Carrie Johnson , Myriam Da Costa

Summary

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.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.