Drivers of customer advocacy in the omnichannel world

Abstract

In an ever-growing digital world, the barriers to market entry for new companies have diminished, with tens of fragmented brands entering and disrupting the market - leaving FMCG giants rather worried about how do they get consumers' attention and stand out. This is especially true when consumers are spoilt for choices. With numerous new fragmented brands coming into the market – some brands are successful in still holding their grounds with a significant market share, while some others are on the verge of decline. The biggest aspect of brands’ connection with the outside world is via their consumers. But what makes the consumers so powerful in today’s world? Why are loyal consumers important for a brand? What makes consumers recommend particular brands among themselves? The key facet behind why consumers recommend brands is Customer Advocacy.