Since meeting up on the 4 June at the latest gathering of Measurement Camp I have been pondering any connection between the concept of communication outcomes and advocacy. Are they the same, just viewed different ways?
Let me try to explain myself. The objective of successful communications is something to do with message conveyance and more importantly its correct understanding leading changes in behaviour (outcomes). The quality of this change in behaviour could be measured in the number and intensity of your advocates.
The notion of advocates and their importance is supported by the research of Fred Reichheld from Bain and Co. espoused in his book The Ultimate Question. The book ponders that organisations need to be aware of the answer to one crucial question: How likely is it that you would recommend this company to a friend or colleague?
Your blog is very attractive. Fred Reichheld, author of The Ultimate Question, has a Net Promoter blog. Here is a link:
http://netpromoter.typepad.com/fred_reichheld/
Michael,
We have done a recent study the economic impact of word of mouth using the b2c hardware industry. Through our research we were able to identify actual buyer and referal behaviors of Promoters vs. Detractors. If you are interested in undestanding this more, you can download here:
http://satmetrix.com/resources/whitepapers.htm
Deb Eastman, CMO
Satmetrix
co-developer of Net Promoter