Brand advocacy is the likelihood that a person will promote your brand or business to their peers. Examples of brand advocacy include word-of-mouth customer recommendations, positive online reviews and social media praise. While most brand advocates are happy customers, employees, partners and social influencers can also raise a company’s image—and marketability—through advocacy.
Brand advocacy is typically measured as a company’s Net Promoter Score, or NPS. NPS is a critical metric for contact centers. Similar to customer satisfaction (CSAT), NPS surveys ask customers to rank their willingness to recommend your brand, product or service on a scale of 1 to 10. Customers that return scores of 9-10 are typically your biggest brand advocates.
Positive brand advocacy helps companies grow their business organically, reach a wider audience and strengthen brand trust—all of which increases sales and captures market share.