The Rule of Seven

Powerful Customer Journeys Need Seasoned Tour Guides.

We pave the way to great Customer Stories.

Sustainable Customer Advocacy is far more than case studies and testimonials (although those are important, too).

The process starts way before that and requires an organized, structured approach you can scale.

Seventh Echo delivers exactly what you need to make sure you're maximizing the value of your customer advocates.

Assess. Create. Activate. Measure. Manage. Train & handoff.

So, where do we start?

1

Build the Foundation

At the heart of every successful Customer Advocacy engine is an aligned team with a clear understanding of what each function wants to achieve, how to put it in action, and how to measure impact. Developing a scalable foundation that aligns business needs with Customer Advocacy is central to what Seventh Echo does.

1.1 Articulate the Narrative

If you ask ten customers why they love you, you’ll likely get 10 different answers -- which may or may not be what you want them to say. We help you define the narrative you want customers to tell across case studies, testimonials, web copy and other sales enablement content. Ultimately, this becomes the true north for your messaging, consistently articulating what you want people saying about your company.

1.2 Align the Team

Customer Advocacy means different things to different groups within the organization. Each has its unique wants, needs, and expectations, as well as its own idea about what success looks like. We help you deliver value to every stakeholder by ensuring Customer Advocacy meets the expectations of the entire organization. We make sure everyone is "on the same page" and develop a Customer Advocacy activation plan.

2

Activate Advocates

Once the team is on board and the narrative is set, it’s time to identify and activate the right customers to share their stories. Seventh Echo helps you identify your strongest recommenders, give them a structured way to share their input, and provide a simple framework to help them activate their voices.

2.1 Identify Advocates

"Would you recommend us?" With this simple yet powerful question, you can identify your advocates as well as disatisfied customers who may represent at-risk revenue. We'll help you measure customer satisfaction, identify advocates, gauge loyalty/turnover risks, flag unhappy customers and give you the chance to proactively course correct.

2.2 Create a Customer Advisory Board

Think of your Customer Advisory Board as a "Customer Board of Directors" tasked with helping you succeed. We work with you to create a Customer Advisory Board full of customers willing and able to help you get better at what you do. They'll provide you with valuable and actionable insights into go-to-market strategy, provide guidance on product roadmaps, and give candid feedback about business operations, customer experience, and overall competitiveness.

2.3 Activate Voice of the Customer:

The secret to a great customer advocacy strategy is keeping the content fresh. While a handful of case studies and references for new business are great, eventually they wear off and become fatigued. We'll work with your team to create a steady stream of customer stories and fresh references and provide whatever level of support you need, from recruiting and interviewing customers and writing case studies to developing a library of customer references.

3

Grow Relationships

Once customers are activated, it’s time to focus on strengthening those relationships so they continue to deliver value for the long term. Seventh Echo helps you create the customer success framework and process to build lasting customer relationships that cultivate future advocates, grow revenue and reduce churn.

3.1 Design the CX Framework

What happens with your customers once they sign and after the ink dries? Do they have an experience that sets them, and you, up for continued success? Do you have a consistent approach to making sure customers start off happy and stay that way? We design a customer experience framework focused on the entire customer journey, from onboarding to communication to feedback to Quarterly Business Review.

3.2 Create Growth Programs

Growing your current customer base is faster, less expensive and more profitable than adding net new customers, especially for companies that need to accelerate revenue growth. If you’ve hit a revenue plateau or raised a Series B and C, you need to figure out how to grow fast, profitably and sustainably. We make sure your team is equipped to grow your current revenue base with a consistent cross-selling strategy, an effective Customer Success strategy and playbook, and scalable referral program.