How can you use customer data to inform your advocacy program?

1 Identify your advocates

The first step to using customer data for your advocacy program is to identify who your advocates are. You can use various criteria to segment your customers based on their behavior, feedback, and profile. For example, you can look at metrics such as purchase frequency, retention rate, customer lifetime value, net promoter score, social media engagement, and referral activity. You can also use surveys, interviews, or reviews to gather qualitative insights into your customers' satisfaction, loyalty, and advocacy potential. By identifying your advocates, you can tailor your communication, incentives, and recognition strategies to suit their preferences and motivations.

2 Segment your advocates

The next step to using customer data for your advocacy program is to segment your advocates into different groups based on their characteristics, interests, and needs. You can use demographic, psychographic, behavioral, or attitudinal data to create meaningful segments that reflect your advocates' personas. For example, you can segment your advocates by age, gender, location, income, hobbies, values, goals, pain points, or challenges. By segmenting your advocates, you can create personalized and relevant content, offers, and experiences that appeal to their specific needs and desires.

4 Reward your advocates

The fourth step to using customer data for your advocacy program is to reward your advocates for their efforts and contributions. You can use data to design and implement a reward system that aligns with your advocates' values and expectations. For example, you can use data to offer rewards that are relevant, meaningful, and proportional to your advocates' actions, such as discounts, freebies, gift cards, exclusive access, recognition, or social impact. You can also use data to monitor and evaluate your reward system's effectiveness, such as redemption rates, satisfaction scores, or feedback. By rewarding your advocates, you can show your appreciation, gratitude, and respect for them and motivate them to continue and increase their advocacy.

5 Nurture your advocates

The fifth step to using customer data for your advocacy program is to nurture your advocates with ongoing support, education, and feedback. You can use data to provide your advocates with the resources, tools, and guidance they need to succeed and grow as advocates. For example, you can use data to create and deliver educational content, training sessions, best practices, tips, or case studies that help your advocates improve their skills, knowledge, or confidence. You can also use data to collect and respond to your advocates' feedback, suggestions, or questions, and to solicit their input on your products, services, or campaigns. By nurturing your advocates, you can foster a long-term relationship, a sense of community, and a mutual benefit with them.

7 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?