With no advertising, relying solely on word of mouth, State Employees' Credit Union has demonstrated how doing the right thing can pay off.

According to a Forrester Research report titled, Customer Advocacy 2013: How U.S. Consumers Rate Their Financial Firms, organizations perceived as having their customers' best interests at heart will enjoy disproportionate growth.

Savvy financial firms will invest more in useful content about products and services, better client self-service and product value, the report noted.

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