Customer Advocacy 2016: Drive Cross-Sell And Loyalty By Focusing On Advocacy

Forrester has shown that 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 the key driver of loyalty and future purchase intent at retail financial services firms. Firms rated highly on customer advocacy are more likely to be considered for future purchases, while firms rated lowest have the fewest customers who would buy from them again. Digital business strategy leaders need to show customers that their firm does what's right for them when they interact through digital and human touchpoints.