According to Market Probe when it comes to measuring customer loyalty, what companies really should be measuring is advocacy. As noted in this Research report, advocates are the most desirable of the various customer segments and Market Probe has a new model that is helping to measure advocacy.
"Take the example of a customer who is satisfied with a companys service by virtue of the fact that their expectations were low. Such a customer may well give a company a high satisfaction score but theyd be easily lured away by a competitor brand offering a level of service they can really get excited about.
"What companies really should be measuring, says Market Probe, is advocacy and handily the firm has developed a model to help them do just that."