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Three credit unions, including Navy Federal Credit Union, nabbed top rankings in Forrester Research's Customer Advocacy 2014 survey, with 74 percent of Navy's members agreeing the credit union "does what's best for me, not just its own bottom line."

State Employees Credit Union, of Raleigh, N.C., and "another credit union" (or unnamed credit union) also ranked within the top ten, with 67 percent and 63 percent respectively. Forrester noted that Navy FCU had spent "years near the top of the leaderboard" before rising to first place this year.

The survey also noted that the biggest banks "dominate the bottom" of the list: "None of the top 10 banks had more than half of its customers rate it high on customer advocacy … That's bad news in an age when delighting the customer matters more than any other strategic imperative." The survey said six of the biggest U.S. banks and eight of the biggest credit card issuers were in the bottom quartile.