Advocacy and Recommendation
Do you know whether your customers are recommending your products or services? Do you know which key drivers to focus on so that you can improve customer advocacy?
In recent years, customer advocacy has been linked to a company's growth potential, with a seminal 2003 article in the Harvard Business Review introducing the concept. The theory is that willingness to put one's reputation on the line is the most meaningful definition of customer loyalty. Whether measured by the Net Promoter Score (NPS)® or other advocacy metric, the premise is that companies whose promoters - those most likely to recommend your products or services - significantly outweigh those who fail to recommend the brand better understands its customer relationships and will build market share and long-term value.
Using the Confirmit platform, you can ask the "ultimate question" and determine how likely a customer is to recommend your products or services. Confirmit's Enterprise Feedback Management (EFM) software platform empowers your business to incorporate attitudes and opinions from your customers, consumers, and the broader market as part of a continuous business improvement program.
For your business to benefit from asking the question, you must ask it continuously. Rather than an annual or even quarterly examination, the question must be posed as a part of a continuous business improvement program. The reason is that in order to understand how to improve the score, the answer must be placed into proper context. And you don’t know the context if you ask a customer out of the blue.
The posing of the question should be triggered as closely as possible to a customer’s experience with your business to understand how that experience colors the temperature reading. This means that you must consider the most important points of the customer experience, the key “Moments of Truth,” and create a means to automatically ask the question as closely as possible to each customer’s experience at those Moments of Truth.
Confirmit EFM enables you to integrate with your current business systems to incorporate historical and transactional data, along with customer satisfaction data, for more relevant and personalized online surveys and more in-depth analysis of the responses. So that you can ask the question when it’s most relevant, immediately after your customer’s experience.
Confirmit enables you to monitor it continuously. We invented Key Attitudinal Indicators® that allow you to use customer attitude as a leading indicator of business performance. A change in the attitude of the customer base will foretell a change in your company’s fortunes, unless you catch it in time to intervene.
And in the cases where customers express such dissatisfaction that there’s no way they’d advocate the product, shouldn’t that be alerted to customer care in order to turn that customer around?
Confirmit Alerts flag any drops in performance or negative advocacy results for immediate action. And Confirmit Reportal provides your senior management with dashboard reports so that you can track advocacy over time in order to identify those areas of the business that need attention.
By using Confirmit EFM as a common platform to drive your advocacy measurement, customer satisfaction and feedback initiatives, you can rest assured that all vital data is being handled by one of the most secure systems in the industry.
Net Promoter is a registered trademark owned by Satmetrix.