Given the legions of grumbling, unhappy Americans currently weathering the worst recession in decades, U.S. financial services firms fell to their lowest rating ever in the sixth annual Customer Advocacy ranking by Forrester Research Inc.

According to the survey of more than 5,000 households conducted in the second half of 2008 that charted more than 40 companies, perennial standouts USAA and State Farm Insurance still remain the highest-rated companies, former high-flyers Vanguard and Edward Jones slipped, and full-service brokerage firms such as Morgan Stanley skidded toward the bottom of the rankings.

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