Brand advocacy is the buzzword on every marketer's lips, and for good reason. Brand advocates are the most important customer segment you will ever have. They are hugely influential in building awareness, consideration and loyalty among your target audiences.

Banks are also starting to realise the potential of advocacy strategies. However, before you can even dream of getting to this stage, you first need to get the basics right. Good customer service goes a long way in connecting with your audiences and understanding what resonates with them.