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To demonstrate this, they adopt strategies for measuring customer advocacy - the willingness of customers to recommend the business to others.
What many of these companies miss is actionable information around the measurement. Without additional information behind their advocacy scores, companies cannot realize the promised benefits.
The question then becomes: What pieces of information do companies need from their customers to influence advocacy, and how can they ensure that information reaches the right employees?
Why Advocacy is Not Enough, a ResponseTek white paper, discusses how customer-centric companies can use advocacy as part of their strategy to improve customer experiences. It highlights common advocacy metrics, and details best practices in distributing the information to employees.
Finally, it outlines key requirements of a Customer Experience Management(CEM) solution that uses advocacy as a foundation to improve the delivered customer experience. Click here to read Why Advocacy is Not Enough.
Click here to read Why Advocacy is Not Enough.
The Importance of Customer Advocacy: Storytelling
People have always shared stories. From cave paintings to letters to the editor to blogs and other user-generated content, stories have the power to travel across generations and cultures, which is why customers’ stories are so important to a business’s success.
Customers use others’ recommendations to shape their buying decisions. And without listening to those stories, companies risk harming their brand.
Companies with high customer satisfaction and high customer advocacy have an unpaid sales force: customers sharing their positive experiences. The companies with lower customer advocacy scores and more opponents essentially have saboteurs: people spreading negative stories discouraging others from buying. Customer advocacy is one of the best indicators to measure the success and growth of a company.
How CEM Solutions can help you build Customer Advocates
Customer advocates are created when companies consistently deliver the experiences that customers expect. You can do this by proactively incorporating the voice of your customer into your business strategies and operations, helping develop trust and loyalty in your customer base. Once you earn their loyalty and trust, they turn into customer advocates who spend more, are repeat customers, and share positive stories on your behalf for years to come.
