Excerpt from Forrester's Finance Forum 2007. Forrester Research Vice President Bill Doyle says customer advocacy drives real loyalty — a willingness to buy and borrow more from, and save and invest more with, a firm that a consumer already uses. When consumers rate their financial institutions on customer advocacy, insurers rank highest, led by USAA. Many brokerages, especially full-service firms like A.G. Edwards, were rated higher this year than last. The largest US banks continue to bring up the rear, their credit card operations scoring just as poorly as their banking operations. Top-rated firms like credit unions, on the other hand, manifest customer advocacy by emphasizing product independence and delivering solutions that take the whole customer relationship into account. June 25, 2007 in New York.
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Tags: Business strategy Market research Information technology Marketing metrics Customer experience loyalty Financial service
