What
is it?
A Customer Advocate Culture™ is the basis for turning customer
relationships into an active and productive asset for building
your business. With a Customer Advocate Culture™, you will keep
more customers, create new sales opportunities and increase
your reputation and credibility in the market. Customer Advocate
Culture™ is a two-way street. By understanding what your customers
care about and helping them succeed, your relationships deepen
and create opportunities to exchange more value.
Why do I need it?
It costs more to find new customers than to keep
your existing ones, but many companies still invest most of
their marketing dollars on customer acquisition instead of customer
retention and growth. They’re looking for new customers
while their existing ones are headed out the back door.
In one study, 80% customers who
switched to another product or service say they were satisfied
with their original provider. Customer satisfaction is not
enough. If you don’t have a genuine relationship with
customers, they are at risk to leave for a competitor.
Invest more into customer relationships
– not databases and discounts – but real relationships.
What’s important to your customers, and what will you
do to help them achieve success? Your strongest relationships
become Customer Advocates, and advocates can help you generate
new sales opportunities.
Finding and converting new customers
is difficult when your market doesn’t know you or believe
your promises.
It’s easier and more profitable
when someone they already trust recommends your product or
service. Your Customer Advocates provide an objective credibility
for the value of your products and services.
What do your customers and prospects
say about your company behind your back? The interactions
with your people in marketing, sales and customer service
reveal the difference between what you say and what you do.
How do your teams affect your reputation and credibility in
your target markets?
What are the benefits and results
I can get with a Customer Advocate Culture™?
Sales and Profitability
Retained customers, increased customer lifetime value, and
new qualified sales opportunities are all benefits of a Customer
Advocate Culture.
Customer Equity
Your Customer Advocates are more loyal, buy more, and can
recommend others like them.
Team Performance
A Customer Advocate Culture means that employees understand
and believe in the value they provide to their customers and
to their colleagues. This gives them the pride and commitment
to be personally accountable for results, increasing team
productivity. When your customer service and account management
professionals have new responsibilities to sell, Customer
Advocate Culture changes their perspective and motivates them
to offer value to customers without the perceptions of the
car-salesman mentality.
Employee Retention
Employees with pride and confidence are more likely to stay.
Customer Advocate Culture™ is different from other customer-focus mantra such as
Loyalty programs
Customer Relationship Management
Customer Management
Relationship Marketing
Alliance Marketing
Database Marketing
Customer Centricity
Customer Advocate Culture™ exists when there is purity of
intention, and the actual, active, unequivocal communication
and behavior that demonstrates that the company and its people
care about the success of its customers. They change to ensure
that the company provides not just what the customer wants,
but what helps them succeed.
In Customer Advocate Culture™, the company becomes an advocate
for the success of its customers. It entices the customer
to become involved in their own success in a way that’s
integrated with the success of the company.
A Customer Advocate Company™ believes that its long-term success
depends on customer success and ability of the company to
enlist customers in processes for attaining mutual success.
Customer Advocate Companies find a reason for customers to
become involved and committed to the success of the company.
How do I know if a Customer Advocate
Culture™ is right for my business?
You’re in competitive marketplace
Customer interactions are prevalent and important in the daily
work of your business
Your products and services have an important role in the success
of your customers
There are important differences in the profile of your best
customers and not-so-ideal customers.
You believe in helping your customers succeed
You want to develop genuine relationships with your customers
Your best customers could be an untapped source of new sales and marketing opportunities
Your sales performance is inconsistent
Your customer service performance is inconsistent
You need your account management or customer service team to sell
What are some of the questions that
a Customer Advocate Management Retreat answers?
How can I create a Customer Advocate Culture™ for my business?
How will I ensure my success in creating a Customer Advocate
Culture™?
How can I avoid mistakes and failure in creating a Customer
Advocate Culture™?
What scope and functions does a Customer Advocate Culture™
involve?
What kinds of changes would I have to make to create a Customer
Advocate Culture™?
What time and resources would I need to create my Customer
Advocate Culture™?
What kind of results can I expect of my Customer Advocate
Culture™? When?
How will I measure performance of my Customer Advocate Culture™?
What are the obstacles to creating a Customer Advocate Culture™?
What are the obstacles to sustaining a Customer Advocate Culture™?
What you can do next
Learn more about Customer Advocate Management Retreat
Take the Customer Advocate Challenge
Get practical tips and techniques
on Customer Advocate Culture™
Learn
more about the Customer Advocate Culture™
Please contact us with your
questions about how the Customer Advocate Culture™ would enhance
the performance of your organization.
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