Observed Signal · Nov 2, 2026 · Market Signal · Source: Morning Consult · Impact: 2/5
Customer advocacy is everywhere. Context makes NPS actionable
Morning Consult published a new article on customer advocacy and NPS, tagged under Data & Methodology.
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How Faster Delivery Speeds Increase Brand Advocacy
New blog post published on September 17, 2026, discussing how post-purchase speed is becoming the defining factor in brand advocacy, customer lifetime value, and competitive advantage.
Re-thinking voice of customer programs with AI and behavior data
In a podcast episode of Conversations with MarTech, Mark Trussel, general manager of voice of customer at Quantum Metric and co-founder of OpinionLab, discusses the shortcomings of traditional customer surveys, feedback requests, and Net Promoter Scores (NPS). He argues that over 50% of consumers stop responding to surveys and silently leave brands that ignore them. The conversation highlights the need to pair session-based behavior data with attitudinal data to create predictive feedback. Trussel criticizes the 'NPS lie,' where companies manage numbers instead of helping customers. He proposes using AI and lookalike modeling to understand the 'silent majority' who never respond. The episode advocates for real-time, action-triggering systems—moving from a 'thermometer' to a 'thermostat'—and emphasizes closing the CX loop by focusing on targeted, high-quality insights to improve retention and lifetime value.
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