Hey Lisa Kaspari! We had a client ask us a similar question recently and this is what we found:
One stat a customer of our used for goal-setting is below. However, please be aware that someone willing to recommend your company is not the same as an active reference or advocate.
There is a benchmark online that says that 25% of customers of a company should be advocates. This benchmark is based on the study by Bain and Satmetrix, Reichheld, F. F. (2003), The ultimate question: Driving good profit from loyal customers. Harvard Business School Press. The study found that companies with a Net Promoter Score (NPS) of 70 or higher had an average customer advocacy rate of 25%. This means that for every 100 customers, 25 of them were willing to recommend the company to others.
That being said, doing a gap analysis and creating your own numbers based on the data could yield more personalized results 👍
