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For eBusiness & Channel Strategy Professionals

Customer Advocacy 2014: How US Consumers Rate Their Financial Institutions

Customers Rate Their Banks, Credit Card Providers, Insurers, And Investment Firms

December 4, 2014

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  • By Bill Doyle
  • with Benjamin Ensor,
  • Colin Campbell,
  • Audrey Blumstein

Why Read This Report

The traditional competitive barriers in retail financial services are crumbling. Digital touchpoints render branch distribution strength impotent. Digital technologies are cheaper and easier to deploy than legacy IT. The only sustainable competitive advantage left is an obsession with customers, and the key to growth is customer loyalty. Our research shows that the key driver of loyalty in retail financial services is 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. eBusiness professionals will play a critical role in evangelizing and responding to this imperative because they understand the dynamics of this new age of the customer better than other roles in the firm.

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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.

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Table of Contents

  • Digital Technology Gives Rise To The Age Of The Customer
  • Customer Advocacy Drives Loyalty In The Age Of The Customer

  • The Age Of The Customer Favors Customer Advocacy Leaders
  • Supplemental Material
  • Related Research Documents