Trends Report

Advocating For Customers Helps Financial Firms Drive Loyalty

August 20th, 2019
Alyson Clarke, Principal Analyst
Alyson Clarke Principal Analyst

Summary

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. Financial services 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. Leading firms keep things simple, are transparent, act benevolently, and build trust. Show customers that your firm does what's right for them when they interact through digital and human touchpoints.

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