customer loyalty and advocacy building: expertalk 009

EXPERTALK #009A collectible series of

breakthrough brainwaves

CUSTOMER LOYALTY AND ADVOCACY BUILDING

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SHOBHA PONNAPPA CONSULTING IN DIGITAL MARKETING BREAKTHROUGHS



“After loyalty has been firmly established, a customer may be moved into the advocacy stage; however this is the most difficult transition to make.

Loyal customers will share their affinity for a product when enticed to do so with points, rewards, and other forms of compensation for their patronage. Advocates, on the other hand, will voluntarily offer their time and resources but they don’t offer this up easily.”

Sam Fiorella



“It may seem obvious to do whatever you can to turn loyal customers into advocates. What might not be as obvious is that you can actually build more loyalty by creating more opportunities for advocacy.

The best advocate marketing programs recognize advocates in meaningful ways that cement the relationship and love between the brand and its happiest customers.”

Jim Williams



“ Having an executive champion for your advocacy program can help gain internal buy-in from the top-down. They should act as the voice of your advocates.

The CMO is likely the best person to approach. If you explain that advocate marketing will build positive word of mouth and revenue growth through demand generation, they should get excited.”

Deena Zenyk

http://influitive.com/blog/docusign-advocate-marketing-3m-sales-pipeline/



“Listening ties into saying thanks. As your brand advocacy grows make sure you’re getting insightful data from everything your brand advocates do, and you’re listening to it.

You must know your brand advocates and what motivates. Once you tune into their actions and motivations, you not only create more loyal and productive advocates, you can create a more esteemed and successful brand.”

Theresa Trevor



“Cohort marketing means breaking your audience into groups based on their similarities, behaviors, or other attributes, and tailoring your marketing efforts accordingly. It seems simple, but this piece is overlooked more than you would think.

Marketers are comfortable doing this during the acquisition phase, but it is so powerful when applied and used during the retention/loyalty phases.”

Joanna Lord



“Passive advocates might still love your brand, but they won’t shout from the rooftops about it. If asked, they’ll offer a measured and fair recommendation.

They will respond to inquiries on social media from trusted circles, and they will patiently wait for updates and improvements. They trust the brand, they recommend the brand, but they are often ignored by the brand.”

Jeannie Walters



“Measuring Customer Loyalty involves looking at three factors: relationship strength, perceived alternatives and critical episodes.

For me personally, I like to think of customer loyalty as a combo of customer satisfaction and customer retention. To improve customer loyalty, you first need to know how satisfied your customers are, and how likely they are to continue doing business with you.”

Ross Beard



MY TAKE:

“Haven’t we all seen that even after a completely satisfactory purchase of a good product, with good attention by the brand and its company, there comes a stage when we almost automatically look afresh for new brands to satisfy our next purchase experiences? Why does this “fallow-phase” exodus happen?

Probably, this happens because innate in every human being is this thirst for novelty. This is what can attack even the most satisfied and even loyal of customers at some time during the post-purchase stage of his lifecycle as a brand’s customer.”



SHOBHA PONNAPPAhttp: shobhaponnappa.com

Read a lot more on this topic on my blog post:

Customer loyalty and advocacy: how brands can drive it!

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http://shobhaponnappa.com/

http://shobhaponnappa.com/customer-loyalty-and-advocacy-how-brands-can-drive-it/

http://shobhaponnappa.com/customer-loyalty-and-advocacy-how-brands-can-drive-it/

customer loyalty and advocacy building: expertalk 009

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