Customer Advocacy 2015: Drive Cross-Sell And Loyalty By Focusing On Advocacy

For 12 years, Forrester has shown that 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 — is the key driver of loyalty and future purchase intent at retail financial services firms. Customer advocacy is about actions; consumers rate firms based on their perceptions and experiences. So eBusiness and channel strategy professionals need to ensure that customers see that the firm does what's right for them when they interact through digital and human touchpoints.