Comments on – 4 Truths About Customer Advocacy and the Word of Mouth Marketing Association’s annual Womm-U conference
As a charter WOMMA member, it's refreshing to see the organization finally focusing on customer advocacy. Since its inception as a professional association several years ago, I've lobbied WOMMA leadership to include advocacy behavior - how it is identified and measured, and how it can be effectively leveraged - in its conferences and seminars, only to be rebuffed as WOMMA emphasized recommendation and NPS at its events. Advocacy, as we define it, is contemporary, real-world, and highly actionable as both a way of understanding customer behavior and as a metric for evaluation performance. Our clients have had advocacy measurement available for some time.