Don Ryan, Vice President, Technology Practice, Market Probe, demonstrates the direct linkage between advocacy and measuring business performance in his new paper: Advocacy and the Revenue Narrative (WP #27). Ryan uses a 2011 survey of IT decision makers to illustrate Market Probe’s approach to using advocacy to measure customer experience and link it to specific financial and business outcomes, a methodology relevant across B2B and B2C sectors.
Mr. John Gilbert, Managing Director Research & Consulting Mr. Jean-Philippe Siri, Research Director
Market Probe Europe, UK
In The Network is Not Enough: Nurturing Customer Advocacy to Avoid Commoditisation in the Mobile Telecom, John Gilbert, Managing Director Research & Consulting, and Jean-Philippe Siri, Research Director, Market Probe Europe, UK, discuss how Market Probe’s SHARE+ Advocacy framework shows carriers in the UK Mobile Telecom Industry how to avoid losing a tariff war in an increasingly commoditised industry by identifying opportunities to drive Advocacy.
Yvette Wikstrom, Vice President, Customer Advocacy, examines key findings from Market Probe's new Enterprise Loyalty and Advocacy Multiclient Study of IT decision makers that challenge the way in which technology decision makers communicate and the implications for technology vendors in building customer advocacy over time in The Voice of CIOs/CTOs and Technology Decision Makers.
Yvette Wikstrom, Vice President, Customer Advocacy, discusses Advocacy Drivers Among IT Decision Makers based on results of Market Probe's new Enterprise Loyalty and Advocacy Multiclient Study of IT decision makers with regard to top four technology brands, and reveals three key perceptions a vendor can improve to increase its Advocates' business and spending.
As the use of tablets, smart phones and web access services
moves into the business enterprise marketplace, information technology (IT) and
consumer electronics (CE) vendors and service providers need to understand that
the greatest consumer experience can be more than offset if services and devices
perform poorly in business settings.
