Which would you prefer: customer scorn or customer love?
On its face, this is a ridiculous question but if you take a closer look at how a lot of companies approach their customers, it becomes anything but obvious. Many companies, even those that are seemingly successful, struggle with this for any number of reasons.
Undoubtedly, they all want ‘customer love’, but have not made it a strategic priority. Which is odd given our universal proclivity to seek third-party validation for any purchase, whether B2B, B2C, B2E, B2B2E or B2B2C.
On the other hand, many see advocacy and positive word of mouth as the “Holy Grail” of a successful company, and there’s a reason for that. If organized correctly, customer advocates can become a bellwether for the overall health of a brand and a leading indicator of success. This is exactly why business leaders increasingly view customer advocates as strategic assets instead of a “nice-to-have.” They realize “advocacy” and word of mouth are no longer the exclusive domain of marketing but rather the product of an entire customer journey that begins with the sales and is reinforced with implementation, customer success and, of course, the product itself.
To be clear: there is a direct correlation between the level of customer advocacy and the health of the business. This is what savvy CEOs realize and why advocacy has become such a focal area in high growth companies.
Specifically, customer advocates impact the organization in at least four important ways:
The good news is that most companies have a good base to start from. Nearly half of B2B customers are advocates-in-waiting; they just need to be pointed in the right direction. So, the question becomes: what do you do with them, and where do you start? That’s where we come in – let’s talk about how we can help.