Gartner Research

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

Published: 15 February 2018

ID: G00346935

Analyst(s): Augie Ray


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

Table Of Contents
  • Key Challenges



  • Avoid Problems That Limit Your Customer Experience Scope and Outcomes
  • Identify 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

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