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How can you personalize your customer advocacy approach?

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Customer advocacy is the practice of turning your happy customers into loyal promoters who spread the word about your brand and refer new business. It can boost your reputation, retention, and revenue, but it requires a personalized approach that caters to the needs, preferences, and motivations of each customer. In this article, you will learn how to personalize your customer advocacy approach in six steps.

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1 Identify your ideal advocates

Not every customer is a potential advocate, and not every advocate is equally valuable. You need to identify the customers who are most likely to recommend you, who have a large or influential network, who have a positive and consistent experience with you, and who align with your brand values and vision. You can use data from your CRM, surveys, reviews, social media, and other sources to segment your customers based on these criteria and prioritize your outreach efforts.

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Ivaylo Yorgov

Working to create better customer and employee experiences
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I believe there are two broad ways of doing this. One would be customer signals, be they reviews, surveys, etc. The other would be to actually predict who would be more likely to advocate for your brand. Predictive models like this can be built on survey and internal (behavioral, transactional, other data) and be used to flag potential promoters.

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Rick Mans

Making Complexity Understandable | Delivering Value through Digital Transformation & Customer Experience for over 20 years
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Have you ever considered that one of the best ways to identify the ideal advocate is to simply talk to your customers? Rather than relying solely on data, getting to know your customers on a personal level can provide invaluable insights into what they care about and what motivates them. By understanding their needs and desires, you can identify ways to make being an advocate for your brand a mutually beneficial experience - one that helps them even more as much as it helps you.

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2 Understand their goals and challenges

Once you have a list of potential advocates, you need to understand what drives them and what problems they face. This will help you tailor your advocacy program to their specific needs and interests, and offer them relevant incentives and rewards. For example, some customers may want to learn new skills, network with peers, or gain recognition, while others may want to save money, access exclusive features, or get personalized support. You can use surveys, interviews, feedback forms, and other methods to collect this information and create customer personas.

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Nancy Mayfield

Customer Success |Life Cycle Manager | Vendor Manager | Contact Center Manager | Customer Support | Customer Escalation Resolution | Training | Customer Satisfaction | Mentoring and Coaching | Customer Service Allocation
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In order to personalize your Customer Advocacy Approach you have to build a relationship with the customer and understand their business needs. Understanding the business will allow you to tailor what you provide to them to their actual needs and wants while allowing you to show them what else your company can provide them.

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3 Create a value proposition

The next step is to create a value proposition that clearly communicates how your advocacy program benefits your customers and why they should join. Your value proposition should highlight the unique and compelling advantages of being an advocate, such as gaining access to a community, earning rewards, enhancing their reputation, or influencing your product development. You should also address any potential objections or barriers that may prevent your customers from participating, such as lack of time, trust, or knowledge.

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Rick Mans

Making Complexity Understandable | Delivering Value through Digital Transformation & Customer Experience for over 20 years
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Why not try a different approach and let your customers define what advocacy means to them and what they want from it? By taking the time to understand their perspective and needs, you can create a more tailored and impactful advocacy program. Instead of assuming they want to be advocates just because it benefits you, you can create a program that meets their desires and expectations. This might lead to a more engaged and satisfied customer base, ultimately benefiting your business in the long run.

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4 Deliver a personalized invitation

The way you invite your customers to join your advocacy program can make a big difference in their response. You need to deliver a personalized invitation that shows that you appreciate their loyalty, that you understand their goals and challenges, and that you have a relevant offer for them. You can use email, phone, social media, or other channels to reach out to your customers, but make sure you use their name, mention their specific achievements or feedback, and explain how your program can help them.

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5 Provide ongoing support and guidance

Once your customers accept your invitation and join your advocacy program, you need to provide them with ongoing support and guidance to help them succeed as advocates. You can use email, SMS, chat, or other tools to communicate with them regularly, provide them with tips and resources, remind them of their tasks and rewards, and solicit their feedback. You should also monitor their progress and performance, and recognize their efforts and achievements with personalized messages, badges, certificates, or other forms of acknowledgment.

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6 Segment and optimize your program

Finally, you need to segment and optimize your program based on the results and feedback you get from your advocates. You can use analytics and metrics to measure the impact of your program on your business goals, such as referrals, retention, revenue, or reputation. You can also use surveys and testimonials to assess the satisfaction and engagement of your advocates, and identify any areas of improvement or opportunities for growth. You can then use this data to segment your advocates into different groups based on their behavior, preferences, and needs, and tailor your program accordingly.

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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?

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How can you personalize your customer advocacy approach?

1

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3

4

5

6

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1 Identify your ideal advocates

2 Understand their goals and challenges

3 Create a value proposition

4 Deliver a personalized invitation

5 Provide ongoing support and guidance

6 Segment and optimize your program

7 Here’s what else to consider

Customer Experience

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How can you personalize your customer advocacy approach?

1

2

3

4

5

6

7

1 Identify your ideal advocates

2 Understand their goals and challenges

3 Create a value proposition

4 Deliver a personalized invitation

5 Provide ongoing support and guidance

6 Segment and optimize your program

7 Here’s what else to consider

Customer Experience

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