Qantas customer advocacy

[Spongbob]

I read in the Qantas annual report that they note an increase in something called “customer advocacy”. Does any know what this actually is? Is it merely dealing with (1) inquiries and/or (2) complaints, or something else?

 

[yohy?!]

I think it's some BS marketing metric around QF customers being so happy that they advocate to others positively thereby driving more revenue

 

[Spongbob]

I think it's some BS marketing metric around QF customers being so happy that they advocate to others positively thereby driving more revenue

Thanks for the suggestion. But they also highlight their NPS score (which has been discussed elsewhere on AFF), so I don't think it is customers recommending QF to others.

 

[eastwest101]

Indeed - it is worth wondering what all these Qantas group customers are advocating.

They could be advocating how good the QF service is, their products are or advocating never again to fly Jetstar, how worthless their QFF points are, how difficult it is to redeem QFF points, how well they do priority boarding?

Without knowing the subject matter and the tone of the QF customers advocacy (negative, neutral or positive), its a meaningless metric/statistic in isolation.

 

[Captain Halliday]

I'm not a subject matter expert here, but just as a guess, I don't think they're advocating for AJ.

Edit: typo