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Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction, and Creating Relationships by Barbara Thomas

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3. The Net Advocate Score: Building on the Net Promoter Score®

All organizations seek to grow. Outside of mergers and acquisitions, growth usually occurs when stakeholders enjoy doing business with a company. When engaging with a company is easy and satisfying, they invest in the organization, buy more of its products and services, and share their positive experiences with friends and colleagues. The happier the stakeholder, the more he or she is likely to be a part of that company’s community. And when that happiest level of satisfaction is reached, an advocate is created.

Tracking and measuring how a stakeholder feels about a brand or product and establishing accountability for the stakeholder experience has become easier by using sophisticated ...

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