Wednesday, 7 October 2009

Brands must focus on delighting consumers to build advocacy

In my view advocacy should be the primary goal for all brands. I talk about it a lot.

Why?

Simply because when an influencer (e.g. friend, family, expert, etc) advocates a brand (e.g. speaks up and shares their beliefs, experiences and passions for it), they are:

a) currently likely to be a loyal consumer (key for retention/sales)

b) conveying a brand experience to potential consumers that is more effective than advertising (key for recruitment/sales). [See my Nikoi Island story.]

One actionable measure of advocacy is the Net Promoter Score (NPS).

This is a number (based on one question) that reveals the relative level of advocacy a brand has versus its competitors. [read this easy to follow explanation.] It is proven that brands with a higher NPS levels outperform competitors, in terms of sales, and those with lower NPS underperform. [If you need robust evidence of NPS effect on business growth check-out London Business School research.]

So, the equation is simple: Increases advocacy = increased sales.

Okay... so I’ve argued that advocacy is important and powerful.... so what...

I will post soon about different levels of advocacy.

Discovering ways brands deliver brand experiences that delight consumers is a passion of mine. Sharing these observation and learnings is kind of the main reasons I write this blog.

If you have any great stories please let me know.

2 comments:

Nicole Armstrong said...

I think you will like this blog post : http://experiencematters.wordpress.com/2009/06/25/customer-experience-boosts-revenue/

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