Gartner Research

Building Relationships That Drive B2C Customer Advocacy

Published: 30 November 2016

ID: G00318173

Analyst(s): Stephanie Baghdassarian


Besides a valuable product, customers are sensitive to the relationship they are invited into by their technology providers. Technology product marketing leaders can improve their brand health by cultivating better engagement with customers, delivering more value, and creating more advocates.

Table Of Contents


  • Introduction
    • Start With Products, Services and Solutions That Excel the User Experience
    • Continue With Building a Relationship
    • Relationships Are a Mix of Interactions, Each of Them of a Different Value
    • Confirming the Relationship by Measuring the Net Promoter Score (NPS)

Background and Context

The Impact


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