Customer Advocacy Tool Earns Its Second Top Honor

Omaha, Nebraska   May 4, 2007 – The MSR Group’s proprietary customer advocacy measurement tool, the APECSTM Performance Monitor, was recently awarded its second Pinnacle Award by the American Marketing Association.

“APECSTM allows organizations to measure key components of the customer experience, the quality of their service and most importantly what percentage of customers would strongly recommend the organization,” said Dick Worick, President of The MSR Group.

According to Worick, it is the measurement of customer recommendation that makes APECSTM unique and a leader in the industry.  “To increase revenue, it is not enough to simply have satisfied customers.  Neither is it enough to have satisfied customers who self-report that they will recommend your business or service.  The true ‘ultimate question’ and the only way to accurately connect the dots between satisfaction and revenue is knowing that your customers actually have recommended or said something positive about your organization to another person.  That is the reason APECSTM has become an invaluable tool for our clients,” he said.

The APECSTM process begins by contacting customers within 24 to 48 hours of an experience with an organization.  Responses from the survey are input to the APECSTM Performance Monitor, allowing a Net Advocacy Rating to be calculated for each touch point.  In addition to the rating, specific attributes are evaluated, providing actionable information to the organization.  According to Worick, enhancements being made to the APECSTM Performance Monitor in 2007 are certain to secure future awards and accolades.