Advocacy Index

CFI Group proposes an approach beyond the traditional NPS through the Advocacy Index (ADVI), a more accurate tool to measure the degree of active promotion of a company. Unlike the NPS, the ADVI:

Detect actual behavior (whether they spoke well or badly) in the last 12 months

Subtracts the “real” detractors who show negative feedback.

Includes false neutrals (ratings 7-8) that directly contribute to promoting the company’s image.

This methodology translates into a more precise analysis of customer interactions and perceptions, providing concrete indications to improve advocacy strategies and consolidate the bond between brands and consumers.

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