DALLAS - What is a “madvocate”? You won’t find the term in Merriam-Websters but Kristin North, the Texas-based vice president of sales and a strategic relationship management team for TD Ameritrade, uses the word to describe a client who complains and shares those sentiments with others.

North says a client who complains will talk about their dissatisfaction with on average another 26 people, likely other clients or prospective clients.  Worse, affluent clients are 30% more likely to share a negative experience than others, she says.

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