Customer Advocacy Q2 2012: How US Consumers Rate Their Financial Services Firms

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 that firm. We call this corporate trait "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. Forrester's Q2 2012 customer advocacy results show how the 96 biggest US financial services firms are perceived by their customers. eBusiness and channel strategy professionals can learn from leading firms like USAA and credit unions. This report is a revision of "Customer Advocacy 2013: How Customers Rate US Banks, Insurers, Investment Firms, And Credit Card Issuers," published on June 20, 2013; we have revised the date references in the report.