Understanding the Impact of Advocacy on your Business

Written by Dr. TR Rao    It is no longer enough to ascertain if your customers are satisfied, and it is not sufficient to know whether or not your customers are loyal. In today’s hyperlinked world, the relationship between customers and the companies they do business with is a two-way street, with each mutually reinforcing the other.

Today, the critical questions in customer satisfaction research are:
•    Are my customers involved? 
•    Are they Advocates for my company?

Customers who are involved have strong emotional connections to your brand, and they are strong supporters of your company in their online and offline communications. In the modern world of customer satisfaction research, these involved customers are called Advocates.

Advocates are fiercely loyal to the brand or company; they are your unpaid sales team. They not only contribute to the highest share of wallet but also create a buzz in the market place by speaking positively of their trust and experiences to others via face-to-face contact, phone, email, blogs and social media.

Customer Advocacy is the most relevant metric that captures the degree of customers’ relationships with a company.  Market Probe’s SHARE+ program profiles customer advocacy and recommends action plans to improve customer involvement in your business with direct linkage to business performance.

Dr. TR Rao, President and CEO, Market Probe - click here to view Dr. Rao’s CLICK FOR DR. RAO'S BIO