"The Journey of a Loyal Customer"

"From Onboarding to Advocacy"

If you’re running a startup or scaling your small business, you know that attracting customers is just the first step. The real work? Turning those customers into lifelong advocates who sell your business for you without even trying.

Think about it:

When was the last time you bought something because of a ad? Probably not recently, but a recommendation from someone you trust? That’s gold. And that’s exactly what customer success is all about—building relationships so strong that your customers want to shout about your product or service from the rooftops.

In my experience, the onboarding process is the lifeline of customer success lifecycle. Here’s the secret I’ve used with clients and businesses alike:

Set clear expectations early. Whether it’s a product demo presnetation, or a kickoff email, make sure your customers know what’s coming next. This builds trust right out of the gate.

Celebrate quick wins. Did they complete their first purchase? Set up their account? Recognize and take note of those moments—it’s the fastest way to build momentum.

Stay in the conversation. Advocacy doesn’t come from a single interaction. Keep nurturing those relationships with follow-ups, exclusive offers, or even a simple “thank you.”

Your customers are your best marketers. The only question is: What are you doing to help them tell your story? - Eva Esi Essandoh

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