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For eBusiness & Channel Strategy Professionals

Customer Advocacy 2016: 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 27, 2017

Primary author headshot


  • By Alyson Clarke
  • with Benjamin Ensor,
  • Ellen Carney,
  • Davis Janowski,
  • Cody White,
  • August du Pont,
  • Rachael Klehm,
  • Mike Chirokas,
  • Rachel Birrell

Why Read This Report

Forrester has shown that customer advocacy — customers' perception 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. Firms rated highly on customer advocacy are more likely to be considered for future purchases, while firms rated lowest have the fewest customers who would buy from them again. Digital business strategy leaders need to show customers that their 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 Customer Loyalty
  • Customer Advocacy Drives Loyalty And Future Purchase Intent
  • Recommendations

  • Deepen Your Share Of Wallet By Demonstrating Customer Advocacy
  • Supplemental Material
  • Related Research Documents

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