Advocacy isn’t just a “feel-good”concept. We have validated the Advocacy Model using actual customer behavior with several clients, including longitudinal analyses to track customers over time. As customers move up the Advocacy scale, they buy more of your products, interact with you more, use stickier products, and generate more revenue for your company. On the other hand, as customers move down the Advocacy scale, they are more likely to defect and generate less revenue for your company overall.
How does it work?
The Advocacy Model is based on two key questions that determine:
- Customer likelihood to recommend your company to friends and colleagues
- Customer likelihood to do additional business with you in the future
The customer base is then segmented into four categories depending on their answers:
Advocates
Extremely loyal and willing to tell others about the organization
Loyal
Very satisfied and will continue to use the organization but won’t necessarily tell others about it
At Risk
Dissatisfied and considering looking for a new company
Critical
Most likely to leave and least likely to recommend
The APECS® customer experience measurement program tracks your efforts to increase advocacy through your Net Advocacy Rating (NAR®), calculated by simply subtracting the percentage Critical and At Risk from the percentage of Advocates. The NAR® is an enterprise-wide metric that identifies how successful you are in growing and maintaining Advocates. NAR® is a fluid measurement, as it is dependent upon the customer experience over time, which is why it is important to measure and track on an ongoing basis and report in real time.
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