How Financial Services Firms Earn Customer Loyalty

May 17th, 2010

Bill Doyle

Summary

Our research shows that a key driver of deeper customer relationships among financial services consumers is a trait we call "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. When customers feel that a financial services firm acts in their best interest, they are willing to invest more, borrow more, and buy more products from the firm. Forrester recently published its 2010 rankings of the top US financial services brands. Understanding these customer ratings will help financial services marketing leaders position their firms for growth in a time marked by consumer mistrust.

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