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For eBusiness & Channel Strategy Professionals

Customer Advocacy 2015: Drive Cross-Sell And Loyalty By Focusing On Advocacy

US Customers Rate Their Banks, Credit Card Providers, Insurers, And Wealth Management Firms On Advocacy And Future Purchase Intent

January 14, 2016

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Why Read This Report

For 12 years, Forrester has shown that 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 — is the key driver of loyalty and future purchase intent at retail financial services firms. Customer advocacy is about actions; consumers rate firms based on their perceptions and experiences. So eBusiness and channel strategy professionals need to ensure that customers see that the firm does what's right for them when they interact through digital and human touchpoints.

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Table of Contents

  • Growth In The Age Of The Customer Requires Loyalty
  • Customer Advocacy Drives Loyalty And Future Purchase Intent
  • Leading Customer Advocates Deliver On Their Promises With Action
  • Recommendations

  • Deepen Your Share Of Wallet By Focusing On Customer Advocacy
  • Supplemental Material

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