Centro de Documentacion de Fundación MAPFRE - Topic overview : customer advocacy

MAP20080029203

Topic overview : customer advocacy / by Bill Doyle with Benjamin Ensor and Brendan McGowan. — Cambridge : Forrester Research, 2007

(For eBusiness, channel & product management professionals)

Sumario: Forresters research shows that a key driver of deeper customer relationships is a trait we call customer advocacy, the perception on the part of customers that a firm does whats best for them, not just whats best for its own bottom line. When customers feel that a firm acts in their best interests, they are willing to invest more, borrow more, and buy more products from the firm. In this document, we have compiled our most important research on customer advocacy to provide an overview of our research and perspectives on the subject

1. Defensa del consumidor . 2. Servicios financieros . 3. Servicio al cliente . 4. Estudios de opinión . I. Ensor, Benjamin . II. McGowan, Brendan . III. Forrester . IV. For eBusiness, channel & product management professionals . V. Title.