What are Customer Advocates and Why are They Important for Growth?

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3 min read

Updated: January 3rd, 2024

People often underestimate the power of customer advocates. These are not just satisfied clients but the champions who willingly sing your praises, becoming invaluable assets in your journey toward expansion.

Yet, despite their potential, many professionals need to work on building and leveraging a robust network of customer advocates.

Picture this: A satisfied customer returns for repeat business and becomes a fervent advocate, spreading positive word-of-mouth like wildfire. These advocates do more than boost your reputation. They fuel your growth engine. Their value extends beyond a single transaction. It transforms into a continuous, organic promotion that attracts new customers.

Customer advocates act as trusted voices in a market saturated with options. Prospective clients are more likely to believe their peers than any promotional material. This creates a ripple effect, amplifying your brand’s reach and influence. The significance lies in their loyalty and their potential to convert prospects into loyal customers.

How CRM Helps in Identifying and Nurturing Potential Advocates

Identifying potential advocates is akin to mining for gold in your customer base. As the unsung heroes of this process, CRM systems meticulously track customer behavior and engagement.

They unveil patterns and preferences, offering insights into who among your clientele is likely to evolve into a vocal advocate.

Here, the challenge is recognizing these potential advocates and nurturing the relationship. It involves going beyond the transactional aspect, delving into what makes each customer tick.

Personalized interactions, tailored promotions, and sincere engagement pave the way for organically transitioning customers into advocates.

Strategies for Activating and Mobilizing Advocates

Having identified and nurtured potential advocates, the next strategic move is activation. Advocacy programs should be more than passive memberships; they must be dynamic, encouraging active participation.

This is where strategies come into play. Involve your advocates in exclusive previews, seek their input on new offerings, or showcase their success stories. Make them feel integral to your journey.

Mobilizing advocates requires a seamless blend of appreciation and incentivization. Recognize their efforts, acknowledge their impact, and provide incentives that range from exclusive discounts to special access.

This reciprocity solidifies their advocacy and turns them into active agents in your growth strategy.

Examples of Incentives for Customer Advocates

Incentives are the gears that set the advocacy machinery in motion. They not only express gratitude but also motivate advocates to continue their efforts. Here are some tangible examples:

1. Exclusive Discounts and Offers
   Offer advocates special discounts on your products or services. This not only makes them feel appreciated but also encourages repeat business.
   
2. Early Access and Sneak Peeks
   Grant advocates exclusive early access to new products or services. Being part of an exclusive club enhances their importance and fosters loyalty.
   
3. Recognition and Spotlight
   Shine a spotlight on your advocates. Feature them in newsletters, your website, or social media posts. Public recognition not only acknowledges their efforts but also amplifies their influence.
   
4. Referral Bonuses
   Provide advocates with referral bonuses for every new customer they bring in. This incentivizes advocacy and contributes directly to your customer acquisition strategy.
   
5. Customized Swag and Gifts
   Send personalized swag or gifts as tokens of appreciation. These could include branded merchandise or customized items that align with their preferences.
   

Measuring the Impact of Advocacy Programs

In business, what needs to be measured more often goes unnoticed. The impact of advocacy programs is no exception. Establishing key performance indicators (KPIs) is crucial. CRM systems, once again, emerge as essential tools in this phase.

They offer a comprehensive view of the advocacy program’s performance. Metrics like referral rates, social media mentions, and the conversion rates of leads generated by advocates become tangible evidence of the program’s effectiveness.

Measuring impact goes beyond quantitative data—it delves into the qualitative realm. Customer testimonials, the sentiment behind reviews, and the organic growth of your brand’s online presence contribute to a holistic understanding of how advocacy drives your business forward.

CRM’s Role in Advocacy Program Management and Tracking

Enter the unsung hero – the CRM system. Beyond being a data repository, it’s the command center for advocacy program management.

CRM systems streamline the identification of potential advocates, seamlessly integrate them into advocacy programs, and provide the analytics needed to evaluate program effectiveness.

The real-time nature of CRM allows businesses to adapt their strategies based on ongoing insights. For instance, if a particular advocacy initiative is not gaining traction, CRM analytics can pinpoint the weak links, enabling professionals to recalibrate their approach swiftly.

CRM systems are the architects behind the scenes, ensuring that your advocacy program isn’t just a checkmark but a dynamic force propelling your growth strategy. They turn the abstract concept of advocacy into a measurable, actionable plan.

Learn more about CRM and how you can use it to nurture your customers. Talk to our lead and customer nurturing experts. Book a FREE demo below now.