Class 9 Agenda: Programs & Techniques: Cultivating Loyalty & Advocacy

Learning Objective(s):

• Identify six tenets of customer evangelism
• Apply six tenets to case study analysis
• To identify opportunities of challenges of the Net Promoter Score as a
  metric for measuring loyalty and advocacy

Readings for This Class:

• The Customer Evangelism Manifesto. Ben McConnell & Jackie Huba. 2003. Pages 1-20. (Bb)
• Chapter 12: The New Mavericks of Marketing. Ben McConnell & Jackie Huba. 2003. Pages 123-138. (Bb)
• The One Number You Need to Grow. Frederick Reicheld. Harvard Business Review. 2003. Pages 1-10. (Bb).

Content & Activities:

• Finish up from last class: Activity on Creating Your Own Product Seeding Program
• Power Point:
• Practitioner Framework for Cultivating Loyalty and Advocacy: Six tenets of customer evangelism
• Industry Measurement of Loyalty and Advocacy: Net Promoter Score as an Organizational Discipline.
• Overview of NPS
• How companies are integrating the process into organizations
• Critiques of the NPS

To Do (for next class):

• Readings:
• Blog Marketing. Andrew Corcoran, Paul Marsden, Thomas Zorbach, & Bernd Röthlingshöfer. 2006. Pages 148-158. (CM)
• Understanding Blogs and Private Communities. Communispace White Paper. 2005. Pages 1-8 (Bb)
• What Companies Gain from Listening: The Effect of Community Membership on Members’ Attitudes and Behavior in Relation to the Sponsoring Company. Communispace White Paper. 2006. Pages 1-11 (Bb)

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