Summary
Marketing leaders at top-ranked financial services firms have found the secret to loyal customers. Forrester calls it 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. Some firms, like perennial leader USAA, rank much higher than others in our customer advocacy ratings. Lessons from these customer advocacy leaders can be applied by marketing leaders in any industry built on trust. Among the lessons: Act smaller and simplify users' lives. And if your firm demonstrates customer advocacy, market it.
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