There’s one group of stakeholders who can fire everyone. They don’t need to own shares, attend meetings, or do anything, except stop opening their wallets: customers. A strong, loud and loyal customer base is the reason Apple made more money in one quarter than Amazon has made since it was founded.
You can turn these customers into your strongest advocates. After all, who better to promote your brand than those who’ve just spent money on your products or services?
There are a few things to consider before implementing a strategy which includes customer advocacy as part of the mix.
1. How good is your customer service?
This could be one person at an online, phone or email based help-desk, or an entire call center. Customer service comes down to how well those people, who should be amongst your best brand advocates already, interact with your customers.
If you are getting consistent high scores and positive feedback then you should count that as a strong component of how you turn customers into brand advocates.
2. How satisfied are your customers?
This is essential. Moderately satisfied customers don’t make for strong brand advocates. Perhaps it needs to be about promoting a single product, or product range, or service – rather than everything you do – but there needs to be something which gets people really excited. Happy customers will always tell others, which is the key to getting positive brand advocates.
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3. Do you have a coherent message strategy?
Getting others to speak your language and promote your message means first having a strong, positive message to begin with.
Ask yourself: what does our brand stand for? Is it aspirational? Does the language we use show how we make our customers lives better? This will be important if you want people to tell their friends, “You should get x it helps y …”
4. Do you make customer communication as simple as possible?
We now live in a multi-channel multi-platform world. Customers want to be able to buy 24/7, and ideally get any assistance they need around the clock. Which is why adopting a multi-channel self serve approach, alongside other forms of communication, makes it simple for customers to buy what they want when they want.
This is another form of customer service, even though, as the name implies, it doesn’t need to be staffed around the clock. Making communication simple, which takes into account the diverse ways customers can now get in contact with brands, is important if they are to become active advocates.
Happy customer will almost certainly tell their friends and family. This happens naturally all of the time, both in person and across social networks. In order to leverage this massive marketing advantage – which we will be talking more about in the next few weeks and months – you should consider the above before implementing a campaign which depends on the positive sentiment of your customers.
Attentive.ly is a social behavior platform for modern marketing teams.We help brands and organizations predict how customers and supporters will behave – even what they might do or buy – from social data. It has been used by over 100 companies and organizations to improve thousands of email marketing and social media campaigns.