Investor Information

Forrester Research (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester’s unique insights are grounded in annual surveys of more than 675,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data and analytics, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizati

News Release

Printer Friendly Version View printer-friendly version
<< Back
CORRECTING and REPLACING Financial Services Firms Sink To Their Lowest Rating Ever In Forrester's Annual Customer Advocacy Ranking
USAA Takes Top Spot Among US Banks, Investment Firms, And Insurers

CAMBRIDGE, Mass.--(BUSINESS WIRE)--May. 26, 2009-- First graph after the numbered items, the URL should read: (sted

The corrected release reads:


USAA Takes Top Spot Among US Banks, Investment Firms, And Insurers

With angry and mistrustful customers stung by the worst financial crisis in more than half a century, US financial services firms fell to their lowest rating ever in the sixth annual Customer Advocacy ranking by Forrester Research Inc. (Nasdaq: FORR). Perennial standouts USAA and State Farm Insurance remain the highest-rated companies, former high-flyers Vanguard and Edward Jones slipped, and full-service brokerage firms like Morgan Stanley skidded toward the bottom of the rankings. The survey of more than 5,000 households was conducted in the second half of 2008.

Customer advocacy is the perception on the part of customers that financial services firms do what’s best for them, not just the firm’s own bottom line. Forrester’s on-going analysis demonstrates that customer advocacy drives retention and deepens customer relationships. Consumers who rate their firm high with regard to customer advocacy are more likely to save more, borrow more, and buy other products from that firm and are less likely to switch to another financial services company.

“Given the mistrust and anger that consumers currently have toward the financial services sector, customer advocacy has never been more relevant,” said Forrester Research Vice President and Principal Analyst Bill Doyle. “Customer advocacy has to be more than just a marketing message. Smart firms have used it as a guiding operating principle to win back the confidence of American consumers.”

Forrester’s 2009 Customer Advocacy rankings include more than 40 financial services firms. Only eight of these firms or independent representatives had more than half of their customers rate them high on customer advocacy:


2. Credit unions

3. Independent financial advisors

4. State Farm Insurance

5. Independent insurance agents

6. Progressive Casualty Insurance Company

7. Regional or local banks


The full rankings are included in the Forrester report “Customer Advocacy 2009: How Customers Rate US Banks, Investment Firms, And Insurers,” which is currently available to Forrester clients and can be purchased directly at

This is the sixth consecutive year that USAA has finished near the top of the Customer Advocacy rankings. USAA Executive Vice President Wayne Peacock will be one of the keynote speakers at the Forrester Customer Experience Forum 2009, June 22-23, 2009, in New York. Customer advocacy — how it works and what firms need to do to earn customer advocacy online and through other channels — is the focus of a Forrester Workshop entitled Winning The Loyalty Of Financial Services Customers, which will be held June 24, 2009, in New York.

About Forrester Research

Forrester Research, Inc. (Nasdaq: FORR) is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology. Forrester works with professionals in 19 key roles at major companies providing proprietary research, consumer insight, consulting, events, and peer-to-peer executive programs. For more than 25 years, Forrester has been making IT, marketing, and technology industry leaders successful every day. For more information, visit

© 2009, Forrester Research, Inc. All rights reserved. Forrester is a trademark of Forrester Research, Inc.

Source: Forrester Research, Inc.

Forrester Research, Inc.
Jon Symons, 617-613-6104
Director, Media Relations

Print Page Print Page | E-mail Page E-mail Page | RSS Feeds RSS Feeds |

Share Page

| E-mail Alerts E-mail Alerts | IR Contacts IR Contacts | Financial Tear Sheet Financial Tear Sheet