Are we measuring the wrong one number?

Are we measuring the wrong one number?: "Essentially, my issue with Reichheld and Marsden et al is that they seem to argue that advocacy is an end in itself. To my mind, person-to-person recommendations are a beneficial side-effect of a positive relationship between a brand and its consumers. It's fantastic when people spontaneously endorse brands they love, but most of the time, we should be focussing on long-term brand building that fosters real engagement (mutual value), and see the advocacy as a secondary benefit."