RKM Advocate™
Advocate™ uses quantitative techniques to identify the specific strategies and tactics companies can use to increase loyalty and maximize the lifetime value of each customer relationship. The research moves far beyond traditional customer satisfaction research, focusing on the precise and specific perceptions and experiences that create value—both cognitively and emotionally—which, in turn, transform customers into advocates who actively promote a product or service to those around them. This information is critical because it delivers insight into the most efficient and effective ways for managers to drive profitable growth.
Advocate™ methodology uses structural equation modeling (SEM) to show how customer experiences and marketing activities contribute independently to perceptions of value and advocacy. It delivers an interactive simulator that managers can use to predict how changes in specific perceptions and experiences will create advocates and reduce detractors. Based on survey data using proprietary measurement techniques, the model shows: 1) the relative importance (weighted value) of each customer experience on advocacy; and 2) where the greatest opportunity exists to affect change.
Advocate™ delivers a clear understanding of cause and effect, giving managers specific insight that can be used to craft an evidence-based plan that fully integrates marketing, operations and communications strategies to maximize customer loyalty and lifetime value. It delivers a clear action plan to set specific priorities and affect the greatest change in the least amount of time. It also tracks word-of-mouth information, giving managers the ability to exert influence over what customers say about their products and services.
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