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How can you use automation to improve your customer advocacy program?

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Customer advocacy is the practice of turning your satisfied customers into loyal promoters who advocate for your brand, products, or services. It can help you generate more referrals, reviews, testimonials, and case studies, as well as increase retention and loyalty. However, managing a customer advocacy program can be time-consuming and complex, especially if you have a large and diverse customer base. That's why automation can be a powerful tool to streamline and scale your customer advocacy efforts. In this article, you'll learn how to use automation to improve your customer advocacy program in four key areas: segmentation, engagement, rewards, and measurement.

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Saranya Roy

Senior Sales Strategy & Operations Manager, Amazon.com | Ex-founder, SaltnSoap.com
Anurag Srivastava

Helping purpose-driven businesses accelerate their brand through sales development, AI solutions, and creative…
Helmut Berka

Close CRM-Hero & externer Vertriebscontroller für Dein Unternehmen

1 Segment your customers

One of the first steps to create a successful customer advocacy program is to identify and segment your customers based on their satisfaction, loyalty, and advocacy potential. You can use various criteria, such as Net Promoter Score (NPS), customer lifetime value (CLV), product usage, feedback, and referrals, to segment your customers into different categories, such as advocates, promoters, passives, and detractors. Automation can help you collect and analyze this data, as well as update your customer segments automatically based on their behavior and feedback. For example, you can use tools like HubSpot or Salesforce to create workflows that send out NPS surveys, track responses, and assign customers to different segments based on their scores.

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Saranya Roy

Senior Sales Strategy & Operations Manager, Amazon.com | Ex-founder, SaltnSoap.com
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Improving your customer advocacy program with automation involves using tools to streamline and personalize the experience. Implement a CRM system to track customer interactions and feedback, identifying potential advocates. Use automated communication tools to send personalized thank you messages, rewards, and exclusive offers to advocates. Automate the distribution of referral links and track their usage. Utilize social media management tools to share and promote advocate-generated content. Implement automated surveys and feedback forms to gather insights and improve the program. Regularly analyze data to identify successful tactics and areas for enhancement.

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Anurag Srivastava

Helping purpose-driven businesses accelerate their brand through sales development, AI solutions, and creative strategies. | Business Development ? Sales Leadership ? AI & BI Systems ? Poetry & Art Enthusiast
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Imagine a world where every customer feels like the program is tailored just for them. Automation allows you to create personalized segments based on customer behavior, preferences, and interactions. This emotional touchpoint ensures that your advocacy efforts speak directly to the hearts of your customers, resonating with their unique needs.

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Helmut Berka

Close CRM-Hero & externer Vertriebscontroller für Dein Unternehmen
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Ich empfehle eine automatisierte Segmentierung von Kunden, um diese gezielt mit verschiedenen Aktionen zu targeten. Wenn es beispielsweise Raving Fans gibt, welche Ihre Firma regelm??ig in Storys taggen, dann kann man diese automatisiert ansprechen. Genauso beispielsweise bei Kunden, welche h?ufig mit dem Support in Kontakt sind und einen hohen NPS haben.

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Saranya Roy

Senior Sales Strategy & Operations Manager, Amazon.com | Ex-founder, SaltnSoap.com
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Utilizing automation can enhance your customer advocacy program by streamlining communication processes, automating personalized outreach to customers for testimonials or feedback, implementing automated reward systems to acknowledge and incentivize advocacy efforts, and leveraging data-driven insights from automated analytics to continually refine and optimize the program, ultimately ensuring a more efficient, engaging, and impactful customer advocacy initiative.

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2 Engage your customers

Once you have segmented your customers, you need to engage them with relevant and personalized content, offers, and interactions that encourage them to advocate for your brand. Automation can help you create and deliver targeted email campaigns, social media posts, webinars, events, and other content that match your customers' interests, preferences, and needs. For example, you can use tools like Mailchimp or ActiveCampaign to create email sequences that invite your customers to join your advocacy program, share their success stories, write reviews, refer their friends, or participate in your community. You can also use tools like Zapier or IFTTT to connect different platforms and automate actions based on triggers, such as sending a thank-you message when a customer posts a positive review or a referral.

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Anurag Srivastava

Helping purpose-driven businesses accelerate their brand through sales development, AI solutions, and creative strategies. | Business Development ? Sales Leadership ? AI & BI Systems ? Poetry & Art Enthusiast
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Automation isn't just about efficiency; it's about creating meaningful connections. With carefully crafted automated engagement strategies, you can stay in constant touch with your customers. From personalized emails expressing gratitude to automated surveys seeking their opinions, each interaction becomes an opportunity to deepen the emotional bond.

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3 Reward your customers

Another important aspect of customer advocacy is to reward your customers for their actions and contributions. Rewards can be tangible, such as discounts, coupons, freebies, or swag, or intangible, such as recognition, appreciation, or access to exclusive content or events. Automation can help you track and manage your rewards program, as well as deliver rewards in a timely and convenient manner. For example, you can use tools like Influitive or Advocately to create gamified and interactive reward systems that assign points, badges, or levels to your customers based on their advocacy activities. You can also use tools like Giftbit or Tango Card to automate the delivery of digital gift cards or vouchers to your customers.

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Anurag Srivastava

Helping purpose-driven businesses accelerate their brand through sales development, AI solutions, and creative strategies. | Business Development ? Sales Leadership ? AI & BI Systems ? Poetry & Art Enthusiast
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The joy of receiving unexpected rewards can turn a customer into a lifelong advocate. Automate your reward system to express appreciation for their loyalty. From exclusive discounts to personalized thank-you messages, these automated gestures of gratitude go a long way in fostering a sense of belonging and appreciation.

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4 Measure your results

Finally, you need to measure the results and impact of your customer advocacy program on your business goals and metrics. You need to track and analyze data such as referral rates, review ratings, testimonial quality, case study conversions, retention rates, and revenue growth. Automation can help you collect and visualize this data, as well as generate reports and insights that help you optimize your customer advocacy program. For example, you can use tools like Google Analytics or Mixpanel to track and measure your web traffic, conversions, and revenue from your customer advocacy sources. You can also use tools like SurveyMonkey or Qualtrics to automate the collection and analysis of feedback and testimonials from your customers.

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Anurag Srivastava

Helping purpose-driven businesses accelerate their brand through sales development, AI solutions, and creative strategies. | Business Development ? Sales Leadership ? AI & BI Systems ? Poetry & Art Enthusiast
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The emotional impact of your customer advocacy program is quantifiable. Automation tools provide insightful analytics, allowing you to measure the success of your efforts. Track customer engagement, monitor feedback, and analyze the emotional resonance of your program. Use these metrics not just to improve efficiency but to refine the emotional tone of your interactions.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Anurag Srivastava

Helping purpose-driven businesses accelerate their brand through sales development, AI solutions, and creative strategies. | Business Development ? Sales Leadership ? AI & BI Systems ? Poetry & Art Enthusiast
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Beyond the technical aspects, consider the emotional well-being of your customers. Are they genuinely enjoying their experience, or is there room for improvement? Use automation to gather feedback on the emotional aspect of your program. Are there moments that made them smile, or areas that left them indifferent? Tailor your approach to enhance the emotional impact.

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How can you use automation to improve your customer advocacy program?

1

2

3

4

5

1 Segment your customers

2 Engage your customers

3 Reward your customers

4 Measure your results

5 Here’s what else to consider

Sales Operations

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How can you use automation to improve your customer advocacy program?

1

2

3

4

5

1 Segment your customers

2 Engage your customers

3 Reward your customers

4 Measure your results

5 Here’s what else to consider

Sales Operations

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