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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.
Don Ryan, Vice President, Technology Practice, Market Probe, demonstrates the importance of advocacy to Brand 1 business from a revenue-and profit-generating perspective. The study he presents underscores key attributes and drivers to achieve greater advocacy and differentiate Brand 1 from competitors.
The analysis is based on a survey conducted in March 2011 with 375 IT decision makers, roughly half of whom are from enterprises with more than 1,000 employees.
Advocacy offers the most direct linkage to explaining and measuring business performance. Market Probe’s approach to using advocacy to measure customer experience and link it to specific financial and business outcomes for a major IT vendor is just one application of a new advocacy model that is proving to be relevant across B2B and B2C sectors.
You can download the full white paper from the company website. View the Market Probe, Inc. listing in GreenBook or visit their website at www.marketprobe.com.
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