Customer advocacy stops falling in two regions

Forrester has published its global Net Promoter Score rankings, and the headline is directional rather than absolute: customer advocacy is no longer moving uniformly downward.

In the United States, nearly one brand in five showed a statistically significant improvement. In Canada more than a third did. Europe was mostly flat, with several countries' banking industries recording meaningful gains. Asia Pacific was the weak region — most brands showed no statistical change, and declines outnumbered improvements.

Read it as a direction, not a level

Forrester's own framing is careful: NPS is used here as a proxy for loyalty, measuring likelihood to recommend. The published summary gives proportions of brands that moved, not sample sizes, not score changes, and not an industry-by-industry breakdown beyond the banking reference.

That matters for how much weight the result can carry. A proportion of brands improving tells you the direction of a distribution; it says nothing about magnitude, and a statistically significant gain can be a small one.

The claim Forrester does make is that organisations investing in customer experience are starting to see it register in willingness to recommend. For a B2B vendor the useful question is narrower: whether the same turn appears in renewal and expansion, which is where advocacy either converts into revenue or does not.