Use Gartner's Buy/Own/Advocate Framework to Map Customer Journeys and Deliver Better Customer Experiences

Archived Published: 01 August 2016 ID: G00308292


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Customers evaluate, buy, use and recommend products and services in new ways. Marketing leaders should use Gartner's Buy/Own/Advocate framework to understand and map the complete customer journey and adapt their customer experiences accordingly to deliver strong business and marketing results.

Table of Contents

  • Introduction
  • Analysis
    • Avoid Problems That Limit Your Customer Experience Scope and Outcomes
    • Recognize Your Customers' Complete Buy, Own and Advocate Journey
      • Buy Cycle
      • Own Cycle
      • Advocate Cycle
    • Drive Better customer Experience Outcomes Using the Right Measures for Loyalty and Advocacy
      • Understand What Drives True Brand Loyalty
      • Reconsider How You Measure Brand Advocacy
  • Gartner Recommended Reading
© 2016 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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