Trends Report

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

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

January 14th, 2016
With contributors:
Peter Wannemacher , Ellen Carney , Benjamin Ensor , Megan Burns , Audrey Blumstein , Diana Gold , Rebecca Katz , Emily Atkinson , Nicole Lesperance


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.