Do you know what's the key to building a loyal customer base? It's called customer advocacy, and it's a game-changer for businesses worldwide.

Customer advocacy is when your customers become your biggest fans and promote your brand to friends, family, and strangers. It's like having your marketing squad, but it's better because it's authentic and trustworthy. And who doesn't love free word-of-mouth advertising, right?

In this article, we'll dive into:

So, buckle up, and let me tell you all about it. 👇

What is customer advocacy?

In today's social media age, customer advocacy is more crucial than ever. Your brand can reach thousands of potential customers in minutes with just one positive tweet or Instagram post. 

That's why businesses focus on building solid customer relationships, providing excellent service, and creating memorable experiences. When you make your customers happy, they want to share their positive experiences with others.

However, customer advocacy is about more than just getting new customers. It's also about keeping your existing customers happy and loyal. When you focus on customer satisfaction and build long-term relationships, you create a base of dedicated customers who keep returning for more. And that's the ultimate goal, right? Happy customers who love your brand and keep supporting it.

Customer advocacy is essential to ensuring customer happiness and business success. By listening to customer feedback, you can improve your products and services, stay ahead of the competition, and give your customers the best possible experience. 

Businesses have to work on customer advocacy every day. One way you can do this is by providing excellent customer service. When businesses show that they care about their customers and are willing to go the extra mile to help them, customers are more likely to stick around and keep coming back.

Another way to drive customer advocacy is through loyalty programs. Who doesn't love a good reward or discount? By offering incentives to customers who stick with you, you can encourage loyalty and even get their customers to spread the word about your awesome products and services.

Redefining customer advocacy with Haig Kingston, OpenBlend
Do your customers rave about your brand to friends and colleagues? They should! Turning satisfied customers into loyal advocates is essential today. Yet most companies drop the ball when it comes to post-sale customer experience.

How does customer advocacy propel customer success?

Customer advocacy is a powerful force that drives success in any business. Let's delve into each aspect to understand its significance in driving customer success and business growth.

Creating better products and services

Have you ever shared your feedback about a product or service with the company? You might be surprised to know you're a customer advocate if you have. Customer feedback is valuable because it can help you improve your offerings and create new ones that meet your customer needs better. 

You can better understand what they want and need by listening to their suggestions, concerns, and preferences. You can use this information to improve your current offerings, add new features they'll love, or create new solutions that solve their problems. When you take this customer-centric approach, you can make your customers happier and more successful.

Boosting engagement and loyalty

One of the best ways to foster a sense of community and belonging among your customers is to engage with them as advocates. Giving them a voice and actively listening to their feedback makes them feel valued and heard. This emotional connection with your brand makes them more likely to stick around for the long haul and less likely to switch to your competitors.

Why customer empathy is the key to building trust
Empathy is a critical skill. By putting ourselves in the shoes of our customers, customer success managers can better understand frustrations or roadblocks customers may be facing.

Building trust and credibility

When your happy customers vouch for your offerings, it speaks volumes about your brand's reliability and trustworthiness. It's way more convincing than any promotional content or advertisements. Positive testimonials and referrals from your advocates make potential customers feel at ease, and they can make a decision without any doubts or concerns.

Generating more revenue

When satisfied customers become advocates, they help expand your customer base by sharing their positive experiences with others. Plus, these advocates are more likely to make repeat purchases and upgrade to bigger and better packages, which means more money in your pocket. 

And here's the best part – these advocacy initiatives often cost less than traditional marketing channels, so you get more bang for your buck. It's a win-win situation where your customers are happy and successful, and so is your business.

Your guide to driving revenue growth with customer success
In this article, I’m going to be talking about customer success as a growth driver. I hope that what I share is going to be relevant to your daily lives and that it sparks some interesting discussions.

Creating brand ambassadors

Brand ambassadors are customers who passionately endorse your company's values, mission, and vision. They're more than just promoters; they're family. Their enthusiasm resonates with others, extending your brand's reach beyond traditional marketing efforts. They shape public perception, attract top talent, and cultivate a positive brand image. Harness the power of brand ambassadors to take your brand to the next level.

How to implement effective customer advocacy strategies

Tap into the magic of customer advocacy to make your customers super happy and successful. You’d need to develop strategies that fit your business and the people you're trying to reach. Here are some ideas to get you started:

1. User-generated content

This is a powerful tool for promoting your brand, and to make the most of it, you need to encourage your fans to create and share content that showcases their positive experiences with your brand. You can do this by making it easy for them to share and amplify the content across all your marketing channels. By following these tips, you can turn your fans into your biggest advocates and help you build a community around your brand.

2. Identify and nurture your advocates

Identify your customers who are most engaged, loyal, and thrilled with your product or service. Once you've found those gems, it's time to pamper them with personalized interactions, top-notch customer service, and exclusive rewards or incentives to encourage them to spread the word about your awesomeness. With a little TLC, your happy customers will become your biggest fans in no time.

The CSM: Transforming clients into passionate brand advocates
You know it, I know it – customer success goes way beyond mere service delivery. It’s about cultivating deep, meaningful relationships that transcend traditional business transactions.

3. Continuously support and recognize your advocates

If you want to keep your advocates happy and loyal, give them the support they need, provide top-notch resources, and publicly recognize their efforts. Remember to highlight their success stories, too—everyone loves a good success story. Also, why not go the extra mile and invite them to exclusive events or advisory panels? This will deepen their sense of belonging and loyalty to your cause, and you'll have some pretty awesome people on your team.

4. Facilitate advocacy communities and platforms

Create some awesome communities. Whether it's a fun social media group or a forum where customers can chat with like-minded folks, you can make it happen. You can even offer rewards, discounts, and recognition for their advocacy efforts to sweeten the deal. So go ahead, amplify your customers’ voices and have some fun while at it.

5. Measure and optimize performance

Establish some key performance indicators (KPIs) to measure how well your referrals are converting, how much you're making from each customer, or how much love your customers are giving you with their net promoter score (NPS). Keep an eye on the data and feedback, and tweak your advocacy programs to optimize and improve them.

Advocacy in a nutshell

It's the satisfied customers who can truly advocate for a brand, build trust and engagement, and drive revenue growth. Their feedback can help inform product development and create passionate brand ambassadors. 

Businesses can significantly impact outcomes and pave the way for sustained growth and success by implementing effective advocacy strategies tailored to their unique needs. As organizations continue to prioritize customer-centric approaches, customer advocacy will remain a cornerstone of their success strategies, driving meaningful connections and fostering sustainable competitive advantage in the marketplace.

Get advocacy certified

If you enjoyed this article, and want to learn more about customer advocacy, then why not sign up for our Customer Advocacy Certified: Masters program?

🧠 Learn the fundamentals and exact blueprint for creating highly engaging customer advocacy programs

🧰 Leverage your advocacy toolbox to help you scale and avoid potential pitfalls before launching your programs

💡 Understand how to align your customer engagement initiatives to strategic drivers within your organization

📐 Successfully measure your program ROI to get more budget and headcount