Customer advocacy

Customer advocacy is a specialized form of customer service in which companies focus on what is best for the customer. It is a change in a company's culture that is supported by customer-focused customer service and marketing techniques.

Customer advocacy business model

A customer advocacy policy encompasses all aspects of customer contact, including products, services, sales and complaints. Some examples of a customer advocacy approach are suggesting a product even if the profit margin is less for the company, setting service call appointments based on the customer's (not the company's) preferred hours, or recommending a competitor's product because it is better at meeting the customer's needs. However, there are times when, if a customer is happy with you, they will pay more for the service as a 'per se' talent fee.

Role of the customer advocate

Customer advocates are facilitators between customers and the company. They are trained in cross-functional roles and empowered to provide customers with assistance in all areas of the business.[1] The role of the customer advocate is three-fold:

Measuring customer advocacy

Customer advocacy can be integrated into a company’s strategic goals and measured through customer satisfaction, retention, and profitability. A popular proxy for customer advocacy is the Net Promoter Score.[2]

References

  1. Markey, Rob. "The essential roles of a customer Advocacy Office". Loyalty Insights. Bain & Company, Inc. Retrieved 9 August 2015.
  2. Cravens, David W.; Le Meunier-FitzHugh, Kenneth; Piercy, Nigel F. (Jan 27, 2011). The Oxford Handbook of Strategic Sales Management. Oxford University Press. p. 320. ISBN 9780191641749.
This article is issued from Wikipedia - version of the 11/10/2016. The text is available under the Creative Commons Attribution/Share Alike but additional terms may apply for the media files.