How Canadians Rate Their Banks On Customer Advocacy

November 15th, 2007

Bill Doyle

With contributors:

Peter Wannemacher , Carrie Johnson , Sarah Glass

Summary

Forrester's research shows that a key driver of deeper customer relationships is a trait we call "customer advocacy," the perception by customers that a firm has their best interests at heart. When Canadian customers rate their banks on customer advocacy, the financial cooperative Desjardins comes out on top. Four of the big five banks are bunched tightly together, and CIBC brings up the rear.

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