Every customer is unique. Creating a successful customer advocacy program requires making it relevant to the customers and shaping it around a strategic and well-thought-out plan, says Lisa Bianco, global vice president of experience management and advocacy at SAP Procurement Solutions.
Pandemic or not, as a loyal customer and an elite member of Delta Airlines and Marriott Hotels, I have eagerly recommended the two brands to friends, family, and colleagues many times, for no incentive. Little things like high-speed wi-fi, friendly staff, and consistently excellent customer service are some of the reasons I proudly advocate for Delta and Marriott.
Each customer walks a different path with the brands they patronize. So how a company makes every interaction count ultimately leads to creating a customer advocate. These customers want to help by recommending a brand to their friends and acquaintances. Sometimes they need a little push. A customer advocacy program comes in, which is designed to turn customers into spokespeople interested in promoting their achievements and success with a brand, thus attracting new customers.
When making a buying decision, customers wish to hear from others who have experienced a product or service. According to NielsenOpens a new window , 92% of customers are more likely to follow recommendations from people they know than from sales representatives, and 70% rely on consumer opinions posted online.
Learn More: How to Boost Customer Experience With Omnichannel DecisioningOpens a new window
Difference Between Customer Advocates and References
References and advocates represent strategic facets of any business, the distinction between the two is not always clear. A connection is an activity. These are happy customers who agree to share their stories via videos, blogs, or other engagements on behalf of another organization.
By contrast, customer advocates engage in strategic relationships, participating in reference activities and promotional engagements mutually beneficial. Advocates are the most potent form of persuasion and influence. When a customer experiences world-class products, support, and services, they develop bonds with the brand. That bond solidifies when companies place customer-centricity at the core of their strategy and relentlessly cater to customers’ needs. While companies benefit from advocates through candid feedback on products and services that help grow their business, customers benefit from building their social capital by raising their professional profile and expanding their networks.
 Tapping Potential Customer Advocates Need Preparation
In the digital age, negative testimonials travel faster than positive ones, and making matters worse, they stick. Whenever a customer evaluates purchasing options, one negative review is enough to cloud the judgment. Criticism is inevitable. However, many other considerations can be controlled when identifying an advocate and engaging them but require careful planning.
1.Identifying a customer advocate:
Most businesses have happy and loyal customers that may not have been capitalized yet. A good start would be to explore these strategic customers who have a unique story to tell. Many companies already use Net Promoter ScoreOpens a new window  surveys, which provide insights into customers’ sentiments. Besides, account managers may be ideally suited to identify enthusiastic advocates.
2. Aligning with cross-functional teams:
Aligning with internal stakeholders including the account managers, services, delivery, other customer-facing teams, public relations, and marketing to ensure they are aware of the advocacy program can help obtain their assistance in pursuing a customer to be an advocate and also for the seamless execution of the advocacy program. Additionally, securing an executive sponsor can strengthen the request.
3. Meeting the customer:
Before meeting the customer for the first time, learn everything about their business, journey, and experience with your organization’s product and services. Share details of the entire program and explain what’s in it for them during the meeting. Details such as how the mutually beneficial partnership focuses on promoting the customer’s personal and professional brand, opportunities to expand their networks, and how they become the trusted source of information on the market will help secure the customer’s commitment and loyalty. Also, discuss how they can participate in an array of reference activities available.
4. Preparation for a reference activity:
As an organization, partner with the customer to ensure that the content presented is in both parties’ best interests. By gathering essential metrics, key performance indicators (KPIs) and highlighting the customer’s success in advance, the prep session with the customer can be optimized to focus on their voice. Sharing with the customer the planned narrative or presentation will help obtain feedback and allow for an open and honest dialogue. Understanding how the advocates present themselves, topics they wish to talk about, and engaging with them consistently, will help plan current and future activities. Additionally, researching if and how they would have contributed to your company’s reference activities in the past will help to understand their voice, tone, and appetite for the program.
5. Expressing gratitude:
Although the customer is advocating for your brand willingly, it’s important to remember that they are doing this out of esteem toward your business and products. The customer must not be taken for granted. By expressing gratitude even in the simplest yet authentic form, trust and loyalty can take root between yourself, your business, and the customer.
 Learn More: The Key To Winning More Customer “Moments:†Data and Automation
Conclusion
Every customer is unique. Their capabilities and skills may vary. An organization can have thousands of employees, but specific people at the customer’s organization think highly of your brand, products, and services. Word of mouth is the most critical factor in purchasing decisions, and advocates are the most potent pursuance and influence. Finding ways for the advocates’ experience to be personalized leaves a lasting impression. Customer experience is more memorable when it is personal.
For an advocacy program to be successful, making the program relevant to the customers and shaping it around a strategic and well-thought-out plan will enable them to draw value from participation.
How can brands draw value from customer advocacy programs in 2021? Share it with us on FacebookOpens a new window , TwitterOpens a new window , and LinkedInOpens a new window . Â