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  • Report Customer Advocacy 2017: How Advocating For Customers Helps Financial Firms Drive Loyalty

    US Customers Rate Their Banks, Credit Card Providers, Insurers, And Wealth Management Firms On Advocacy And Future Purchase Intent
    January 3, 2018 | Alyson Clarke, Mike Chirokas

    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 a key driver of loyalty and future purchase intent at...

  • Report Customer Advocacy 2016: 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 27, 2017 | Alyson Clarke

    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...

  • 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 14, 2016 | Alyson Clarke

    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...

  • Report Customer Advocacy 2014: How US Consumers Rate Their Financial Institutions

    Customers Rate Their Banks, Credit Card Providers, Insurers, And Investment Firms
    December 4, 2014 | Bill Doyle

    The traditional competitive barriers in retail financial services are crumbling. Digital touchpoints render branch distribution strength impotent. Digital technologies are cheaper and easier to...

  • Report Customer Advocacy 2013: How US Consumers Rate Their Financial Services Firms

    Customers Rate Their Banks, Credit Card Issuers, Insurers, And Investment Firms
    November 8, 2013 | Bill Doyle

    For 10 years Forrester has shown that customer advocacy — the perception on the part of customers that their firm does what's best for them, not just the firm's own bottom line — is the key driver...

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

    Customers Rate Their Banks, Insurers, Investment Firms, And Credit Card Issuers
    July 30, 2013 | Bill Doyle

    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...

  • Report What Drives Retention And Sales In US Banking?

    Using Regression Modeling To Better Understand The Drivers Of Acquisition, Retention, And Cross-Selling In Banking
    October 18, 2012 | Gina Fleming, Peter Wannemacher

    In 2012, the age of the customer is in full swing. Gone are the days when companies could simply offer their services and customers could choose to take them or leave them — today, companies need...

  • Report Customer Advocacy 2012: How Customers Rate US Banks, Investment Firms, And Insurers

    April 30, 2012 | Bill Doyle

    Our research shows that a key driver of deeper customer relationships among financial services consumers is a trait we call "customer advocacy" — the perception on the part of customers that a firm...

  • Report Trends 2012: European Retail Banking eBusiness And Channel Strategy

    Put Digital Touchpoints At The Heart Of Your Multichannel Strategy
    April 25, 2012 | Benjamin Ensor, Auke Douwe Veenstra

    In this research, we explore what the state of the economy, new regulations, competition, and changing customer behavior mean for the priorities of eBusiness and channel strategy executives at...

  • Report Customer Advocacy 2011: How Customers Rate European Banks

    January 18, 2012 | Benjamin Ensor

    In the midst of the recession and ongoing sovereign debt crisis, only 29% of Europeans believe their bank acts in their best interest. However, some banks rank much higher than others in our...

  • Report How Financial Services Firms Win Loyal Customers

    Customer Advocacy 2011: How Customers Rate US Banks, Investment Firms, And Insurers
    June 9, 2011 | Bill Doyle

    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,...

  • Report Customer Advocacy 2011: How Customers Rate US Banks, Investment Firms, And Insurers

    March 8, 2011 | Bill Doyle

    Two years after a near collapse of the financial system, consumer trust in many US financial institutions has returned. But some firms rank much higher than others in our customer advocacy ratings....

  • Report Customer Advocacy 2010: How Customers Rate European Banks

    November 4, 2010 | Vanessa Niemeyer, Ph.D.

    Customers who consider their main bank as a customer advocate that does what's best for them have more accounts at their main bank, are more likely to consider it for future purchases, and are more...

  • Report Customer Advocacy 2010: How Canadian Customers Rate Their Banks

    October 25, 2010 | Bill Doyle, Molly Simpson

    Forrester's research shows that a key driver of customer retention and deeper customer relationships is a trait we call "customer advocacy," the perception by customers that a firm does what's best...

  • Report How US Financial Firms Should Approach Interacting With Consumers On Social Web Sites

    October 7, 2010 | Brad Strothkamp

    Social strategy is all the rage today in financial services, but do customers actually want to engage with financial service firms via social Web sites like Facebook, MySpace, and Twitter?...

  • Report How Financial Services Firms Earn Customer Loyalty

    May 17, 2010 | Bill Doyle

    Our research shows that a key driver of deeper customer relationships among financial services consumers is a trait we call "customer advocacy" — the perception on the part of customers that a firm...

  • Report Trends 2010: North American Insurance eBusiness And Channel Strategy

    March 10, 2010 | Chad Mitchell

    It's still too early to crank up Lionel Richie and party all night long, but 2010 is looking much better for North American insurance eBusiness and channel strategy leaders. Financial markets have...

  • Report How Canadians Rate Their Investment And Insurance Firms On Retirement Planning

    Top Firms Include Investors Group And RBC Wealth Management
    February 16, 2010 | Bill Doyle, Peter Wannemacher

    With nearly 5 million Canadians headed into retirement in the next 10 years — and younger Canadians beginning to plan for their own retirements — eBusiness and channel strategy professionals need...

  • Report Customer Advocacy 2010: How Customers Rate US Banks, Investment Firms, And Insurers

    January 29, 2010 | Bill Doyle

    Consumer trust in financial institutions is returning. One year after the financial crisis brought the US economy to its knees, customers are more likely to say their financial institutions do...

  • Report The US Life Insurance Buyer's Journey

    Most Buyers Research On The Web Or In Person; Few Apply Online
    January 12, 2010 | Chad Mitchell, Peter Wannemacher

    Half of US adults own life insurance, and roughly 25 million apply for a new policy each year. The Web has recently overtaken agents as the most commonly used channel among US life insurance...

  • Report Financial Advisors Lift Customer Advocacy Scores

    Advised Investors Rate Their Investment Firms Higher On Customer Advocacy
    November 24, 2009 | Bill Doyle

    Investors who use advisors are more likely than other investors to rate their investment firms high on customer advocacy. When the advisor is at their primary investment firm, US investors are even...

  • Report Customer Advocacy 2009: How Customers Rate Canadian Banks

    Scores Drop Overall, But RBC Rises And Credit Unions Lead
    June 30, 2009 | Bill Doyle, Peter Wannemacher

    Customer advocacy — the extent to which a firm's customers believe it does what's best for them rather than its own bottom line — is a key predictor of customer retention and growth. Forrester has...

  • Report Customer Advocacy 2009: How Customers Rate US Banks, Investment Firms, And Insurers

    May 26, 2009 | Bill Doyle

    US consumers rate their financial services firms lower than ever in our most recent customer advocacy survey. Investment firms as a group rank lowest as former high-fliers Edward Jones and Vanguard...

  • Report Trends 2009: European Retail Banking eBusiness And Channel Strategy

    The Financial Crisis And The Recession Have Changed Priorities For Executives
    May 12, 2009 | Benjamin Ensor

    Under the impact of the financial crisis and the recession, eBusiness and channel strategy executives at European retail banks will focus on retaining customers and increasing efficiency in 2009....

  • Report How US Online Investors Rate Their Firms On Retirement Planning

    Edward Jones, Independent Advisors, And Vanguard Rank Highest
    April 3, 2009 | Bill Doyle, Peter Wannemacher

    More than half of all US investors are worried that they won't have enough money to retire comfortably. When we ask clients to rate investment firms' ability to prepare them for retirement, Edward...

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