The Strategic Marketing Case for Customer Advocacy Measurement
- by Michael Lowenstein
Whenever senior executives are asked to identify their most important corporate and marketing priorities, at the top of their lists, they invariably include issues involving the provision of optimized value to customers, linked directly with stronger business performance. For brand and customer researchers, the recurring challenge is to provide their organizations with actionable, real-world metrics and diagnostics that link directly with customers' marketplace behavior. The most contemporary, actionable, research approach for meeting this objective is customer advocacy.
What is Customer Advocacy, and Why Should It Be A Key Organizational Focus?
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New Friday, 09 July 2010 20:03
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