Does advocacy work as a measure in a digital world?

With the plethora of social channels exploding, the way in which CX performance is measured needs to evolve to meet the behaviours of customers in this ecosystem. Where customers show their emotional connection through emojis and not through an NPS score. For example, if a customer is ok with an experience or a post they give it a “like” and where they are excited or more engaged they show this with “love”.

We have seen the success of influencers in promoting products, and we acknowledge that this is often a paid for promotion. Therefore, this is not “Advocacy” in the truest sense. This was sparked by a couple of fascinating conversations with fellow CX and Digital Marketing professionals around the use of emoji’s and the cross over of CX and digital marketing.

We discussed if loyalty is now exhibited by a customer’s willingness to defend a brand? Rather than measure a customers likelihood to recommend, are truly loyal customers more likely to defend criticism of a brands posts and social media activity?

When collecting customer feedback from a social setting should the measures evolve to account for the difference in behaviours in a digital space?

Businesses still require numbers in order to measure improvement. Whilst behind every measurement whether iconographic or anchored sliders there is a scale and a score. The purpose of removing the numbers for a customer is to reduce bias and attract a more reflective emotional response. Collecting verbatim and observational data helps in finding the truth behind this and must not be ignored in balancing the findings. However, the watch-out remains what people say can often be different to what they do – even subconsciously and without realizing it!

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