The Evolution of NPS, Part II: Measuring Actual Advocate Activity

I propose that we go a step further than measuring willingness to refer based on NPS (Net Promoter Score).

Customers express their advocacy in different ways.  Some people are merely content to take a reference call now and again.  Others have great ideas for service improvement and new products.  The ones with strong networks generate new referral leads.  The younger generation is often more comfortable expressing their advocacy publicly in social tools than spending time interacting with people one-on-one. The most valuable – what we call full-spectrum advocates – do it all.

NPS was a fantastic metric for the past 15 years, but it is time for it to evolve.  It is time to consider an advocate mobilization score, measuring real advocate contribution on their terms. At Influitive we are pumped about making this metric part of the management system for the considered-purchase companies that we serve.

How would this work?

We are inspired by the engaging power of games as our answer. Much as progress in a game can be measured by levels and achievements, advocacy can be expressed in the same way, with each company weighting the value of different advocate activities in their own way. The overall advocate mobilization score can be related to any or all of the following:

  • Total number of points an advocate receives for their activities
  • The number and type of specific achievements that the advocate has earned
  • The level of advocate performance, which can be related to points or achievements, depending on the program

b2b loyalty program

Measuring and scoring actual advocate activity provides a new vocabulary for marketing and service leaders alike to understand the strength of their value proposition. At our customers’ board meetings, discussion around NPS is being augmented with questions like:

  • Where is the bottleneck in our awareness-to-advocacy process?
  • How many rock star evangelists have we created this quarter?
  • Where and why are we seeing back-sliding in activity?
  • How can we improve engagement with our advocates?

 — Mark

To be continued in my next post: From Advocacy to Influence





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