Comments on – 4 Truths About Customer Advocacy and the Word of Mouth Marketing Association’s annual Womm-U conference
As a charter WOMMA member, it's refreshing to see the organization finally focusing on customer advocacy. Since its inception as a professional association several years ago, I've lobbied WOMMA leadership to include advocacy behavior - how it is identified and measured, and how it can be effectively leveraged - in its conferences and seminars, only to be rebuffed as WOMMA emphasized recommendation and NPS at its events. Advocacy, as we define it, is contemporary, real-world, and highly actionable as both a way of understanding customer behavior and as a metric for evaluation performance. Our clients have had advocacy measurement available for some time.
Users and purveyors of NPS would like to use recommendation as an advocacy surrogate. They have been happy to annex the term, without much challenge, and claim that it is identical to recommendation. It is not, nor is advocacy a concept that is identical to influence. To paraphrase what was noted in Jenna Lebel’s blog, some advocates are influencers (and recommenders), but not all influencers (or recommenders) are advocates.
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