Skip to main content

Save or Share this Report

For eBusiness & Channel Strategy Professionals

Customer Advocacy 2019: How Advocating For Customers Helps Financial Firms Drive Loyalty

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

February 3, 2020


Why Read This Report

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 a key driver of loyalty and future purchase intent at retail financial services firms. Firms that rate highly on customer advocacy are more likely to be considered for future purchases, while the lowest-rated firms are least likely to retain customers. 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.

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

  • Growth In The Age Of The Customer Requires Customer Loyalty
  • Advocating For Customers Drives Loyalty And Future Purchase Intent
  • Member-Owned And Wealth Firms Are The Strongest Advocates
  • Customer Advocates Excel In Four Key Areas
  • Recommendations

  • Show Your Customers That You Have Their Best Interests At Heart
  • Supplemental Material
  • Related Research Documents

Recommended Research