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By better understanding customers' attitudes toward their institution and the impact customer perceptions have on profitability, Brazilian banks can discover new opportunities for driving growth, attracting new customers and improving customer retention. Identifying those customers who are Advocates, Apathetics or Antagonists can enable banks to more precisely target customer-focused initiatives, leverage their customers' potential value and improve the customer experience overall. This paper details the findings of IBM's new survey of Brazilian banking customers, which they believes offers important insights into customer attitudes, and explores how banks can employ new tactics to improve customer advocacy within and across their customer-facing operations.
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