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Success Means Knowing Your Customer

Revenue growth of brands with the highest advocacy levels is far above the industry average. Why? And how can other businesses achieve the same high levels of brand advocacy?

BCG’s Brand Advocacy Index (BAI) is a unique way of measuring advocacy that is highly correlated with growth. It measures advocacy by means of real recommendations, not good intentions, among current, potential, and former customers. The data helps companies understand:

  • Where Growth Comes From: Strong advocates for a brand spend significantly more and have much higher customer retention rates than critics.
  • What Shapes the Customer Experience: Companies can measure their performance on the rational and emotional factors that impact customer experience.

Our research has shown that brands with high levels of advocacy significantly outperform companies with low advocacy. The average difference between the top-line growth of the highest- and lowest-scoring brands was 27 percentage points.

Brand advocacy data allows companies to make fact-based decisions by identifying and prioritizing critical areas of brand strategy and customer experience as part of a larger brand-centric transformation. Specifically, it assists decision makers in their resource allocation and advocacy marketing efforts.

BAI data can also lead companies to understand the motivations of consumers. Measured accurately, advocacy scores help companies cut through the clutter in a world saturated with media messages.

In addition to guiding brand transformation, data from the BAI offers unique insights into broader issues of operations, customer service, and loyalty programs, all of which can be improved with a better understanding of what customers value.

Marketing & Sales
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