So what’s the priority, creating more advocates for a brand or reducing the number of badvocates?
It surprises most to learn that badvocates have 3x more impact on growth than advocates. Last week Dr Paul Marsden reminded an audience of this at a Weber Shandwick Advocacy event in London. His study at the LSE demonstrated that a 2% reduction in badvocates equated to a 1% increase in growth (you would need to increase advocacy by 7% to achieve the same result). Also interesting is what drives badvocacy. Research indicates that up to 50% of badvocacy is caused through frustration at a company not listening.
So, set up your Ideastorms, Mystarbuckideas and other channels of communication and get listening. It’s an easy way to grow your business!
