Fueling Growth Through Word of Mouth: The Brand Advocacy Index
BCG’s new measure of word-of-mouth recommendation offers companies powerful insights that deliver top-line results.Read the article
Winning companies are finding new ways to turn customers into brand advocates.
The Brand Advocacy Index survey asks questions that gauge whether a person is a customer of the company, determine whether he or she has recommended or criticized the brand in the recent past, and assess the reasons behind his or her sentiment toward the brand. The index applies a rigorous weighting system to the answers, based on the demonstrated influence of different types of advocacy.