What data can you use to identify key drivers of brand loyalty and advocacy?

1 Customer feedback

One of the most direct and reliable sources of data for brand loyalty and advocacy is customer feedback. This includes surveys, reviews, ratings, testimonials, referrals, and social media mentions. Customer feedback can help you understand how your customers perceive your brand, what they value most about it, what pain points they have, and how likely they are to repeat purchases or recommend you to others. You can use customer feedback to calculate metrics such as Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), and Customer Effort Score (CES), which can indicate the level of loyalty and advocacy among your customers. You can also use customer feedback to identify areas of improvement, generate insights, and tailor your brand messages and offers to your customers' needs and preferences.

2 Customer behavior

Another important source of data for brand loyalty and advocacy is customer behavior. This includes data on how your customers interact with your brand across different touchpoints, channels, and platforms. Customer behavior can help you track and analyze how your customers engage with your brand, what actions they take, how often they buy, how much they spend, how long they stay, and how they respond to your marketing campaigns. You can use customer behavior to calculate metrics such as Customer Lifetime Value (CLV), Customer Retention Rate (CRR), Customer Churn Rate (CCR), and Customer Loyalty Index (CLI), which can measure the profitability and loyalty of your customers. You can also use customer behavior to segment your customers based on their characteristics, preferences, and patterns, and create personalized and relevant brand experiences that increase their satisfaction and loyalty.

3 Customer sentiment

A third source of data for brand loyalty and advocacy is customer sentiment. This includes data on how your customers feel about your brand, products, services, and competitors, and how they express their emotions and opinions online and offline. Customer sentiment can help you gauge the emotional impact of your brand, the level of trust and affinity your customers have, the perception of your brand reputation and image, and the influence of word-of-mouth and social proof on your customers' decisions. You can use customer sentiment to calculate metrics such as Brand Sentiment Score (BSS), Brand Awareness Score (BAS), Brand Equity Score (BES), and Brand Advocacy Score (BAS), which can assess the strength and value of your brand. You can also use customer sentiment to monitor and manage your online reputation, respond to customer feedback, and leverage user-generated content and influencer marketing to enhance your brand credibility and appeal.