The Reverse of Advocacy: Impacts of Customer Alienation and Sabotage
Prolific online and offline Alienated communicators will typically not tell the company about their complaints but will typically tell many of their friends, colleagues and relatives. Learn more insights from this 2011 white paper by Market Probe, Inc.
Researcher and author Michael Lowenstein, PhD CMC, Executive Vice President Market Probe, discusses the growing influence of Saboteurs or “Badvocates” in his new white paper: The Reverse of Advocacy: Impacts of Customer Alienation and Sabotage. The polar opposite of Advocates, prolific online and offline Alienated communicators will typically not tell the company about their complaints but will typically tell many of their friends, colleagues and relatives.
Lowenstein cites several recent studies that underscore the impact of online and offline negative communications:
- 84% of customers who experienced poor service would communicate that result to others.
- Nearly one out of two adults (45%) will express their dissatisfaction within one week or less after the experience.
- 64% of B2C users consider online research to be either essential or very important in making decisions.
- 48% said they avoided a store after learning of someone else’s problems there.
Customer alienation can have serious and unattractive business outcomes, irrespective of industry or corporate standing. Companies need to proactively monitor and prepare for brand perception and image attacks that can create negative advocacy, alienation and sabotage within the customer base, and among potential customers and the general public.
Other content shared by Market Probe
by Michael Lowenstein, CMC EVP, and Anu Bhalla, VP, Market Probe, Inc.
Market Probe presents research that demonstrates an actionable link between reputation and advocacy. Read Article »
by Michael Lowenstein, PhD CMC, Executive Vice President Market Probe
Researcher and author Michael Lowenstein uses company examples to demonstrate that what really leads to loyalty and advocacy is the company-wide commitment to strategic customer-centricity, ongoing creation of customer-perceived value and "barriers to exit". Read Article »
by Don Ryan, Vice President, Technology Practice, Market Probe, Inc.
Don Ryan demonstrates the direct linkage between advocacy and measuring business performance. Ryan uses a 2011 survey of IT decision makers to illustrate Market Probe’s approach to using advocacy to measure customer experience and link it to specific financial and business outcomes, a methodology relevant across B2B and B2C sectors. Read Article »
Market Probe Announces Asia Pacific and China Winners of 2011 Retail Banking Customer Advocacy Monitor
by Market Probe, Inc.
Market Probe announced the names of the retail banks that posted the highest levels of Customer Advocacy in the Asia Pacific, China and Korea region in 2011, based on the firm’s survey of the largest banking institutions. Read Article »
by Market Probe, Inc.
Market Probe completed the advocacy profiles of companies in several competitive sectors, based on evaluations from 1,600 households. Read Article »
by Market Probe
Presentation by Tim McCutcheon, Senior Vice President of MarketProbe. Read Article »