August 18, 2020

DBM researchers reveal links between advocacy and the predictability of future customer behaviour

Dhruba Gupta, Founder and Managing Director of DBM presented the landmark findings alongside his colleagues at the annual Research Society (Virtual) Conference.

Leading researchers at DBM, Dr Russell Blamey (Head of Insight Analytics), Scott Manderson (Chief Statistician), and Dhruba Gupta (Founder and Managing Director) are very pleased to have completed their landmark research on the ability of Net Promoter Score (NPS) to predict future business success. It draws on the results of a longitudinal study that followed over 47,000 customers of Australian banks to determine the relationship between their advocacy today and their behaviour in several months’ time. 

The research tests a number of hypotheses around the nature and statistical significance of the relationship and compares results with other metrics such as Satisfaction.  It also explores how simple additions to the advocacy measure today can significantly improve our ability to predict how these management initiatives will result in customers either rewarding or penalising the brand in the future.

Encouragingly for businesses intending to, or already investing in advocacy management, the monetary value of making improvements is quantified to support resourcing decisions that will deliver a good return on investment. 

To receive a free findings presentation on how an effective advocacy management program can deliver customer and business benefits contact us.

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