New York – The sub-prime crisis has had a larger impact on consumer confidence than previously thought, but insurers appear to be holding their own. So says Boston-based Forrester Research Inc., in its fifth annual customer advocacy scorecard.

Forrester describes customer advocacy as the perception on the part of customers that the firm does what’s best for them, not just for the firm’s own bottom line. According to the report, customer advocacy drives real loyalty—a willingness to buy, borrow, save and invest more with a firm that a consumer already uses.

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