Property/casualty insurers dominated Forrester’s annual customer advocacy rankings. Of the top 10 spots in this year’s rankings, six belong to P&C firms including USAA, State Farm, Progressive and GEICO. Overall, it was a tough year for financial services firms, as angry customers responded to the global recession and collapse of major financial institutions with lower customer advocacy scores.

Every year, Forrester’s Bill Doyle surveys approximately 5,000 U.S. financial consumers about their attitudes toward their financial providers. Our most recent customer advocacy survey was conducted in the second half of 2008. It showed that insurers, overall, rank better on customer advocacy than retail banks and investment firms.

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