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The Shopper Economy: The New Way to Achieve Marketplace Success by Turning Behavior into Currency by Crawford Liz

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CHAPTER 5Valuing Advocacy

DON’T LEAVE MONEY ON THE TABLE

The digital world has extended the path to purchase, so that the path leads beyond purchase to advocacy. While attention, participation, and loyalty have financial value, advocacy is probably most important at this point, because it is emerging as a new channel for brand communications.

NET PROMOTER SCORE

In 2006, Fred Reichheld published an article called, “The Microeconomics of Customer Relationships.”1 In it, he described a single metric that correlated with company growth and could be managed concretely, the Net Promoter Score (NPS). The Net Promoter Score is derived from a single question on a customer survey. Responses to the question, “How likely are you to recommend the company ...

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