Creating And Managing Customer Advocacy

Question 1

Explain what Customer Advocacy is

Answer 1

Customer advocacy is a specialised form of customer service which companies focus on what is best for the customer. It’s a change in company culture that supports a more customer-focused/centric service and marketing techniques.

Question 2

What characterises customer advocates?

Answer 2

Customer advocates are genuinely passionate about your company and products. They will often go out of their to be of service to your company.

Question 3

What are the two forms of advocates that exists?

Answer 3

(Using an NPS survey as an example)

1) The Vocal Minority (all those who answered)
2) The Silent Majority (all those who didn’t answer)

Question 4

What are the benefits of Customer Advocacy?

Answer 4

1) Reduced time to close by using advocates in Sales
2) Improved pipeline conversion
3) Lower cost of acquisition

Question 5

What are the four levels of customer advocates?

Answer 5

1) Content customer (receiving the expected value from product)
2) Assured customer (product have exceed expectations, will expand)
3) Backer customer (local fan inside the customers company, acts as a reference)
4) Promoter customer (big fan of the company, speaks good at conference etc.)