Turning customers into brand advocates: Part 1 of 2

What is brand advocacy? It’s another way of saying word of mouth. When a satisfied customer endorses your company without compensation, congratulations – you have a brand advocate on your hands.

Want to know how many customers are singing your praises? The No. 1 question to ask your customers is: “On a scale from 0 to 10, how likely are you to recommend my company?” To get the most feedback, post the question on social media or send an email survey, which are quick and easy ways for your customers to respond. 

Depending on their response, you can make an educated guess whether a particular customer is a brand advocate, passive customer or detractor. A strong advocate will rate their likelihood of recommendation as an 8, 9 or 10; a detractor will rate you 0 to 6; and a passive customer will fall in the middle.

Not all of your customers will select 8, 9 or 10. So how do you move up a passive customer who rates their likelihood of recommendation as a 7? Create a great product or service and provide them with an exceptional customer experience.

Let’s say a customer rates you even lower, ranking you with a 0 to 6. Clearly this customer has had some sort of negative experience with your company. You have a few options:

  • Find out specifics. Maybe they ranked you lower because they didn’t like the sales representative or delivery took too long. Include an open-ended question on your survey where customers can voice their concerns and suggestions for improvement.
  • Route the customer to customer service and support to address any unresolved issues, or provide them with company or product literature and videos. This may not change their mind, but a genuine attempt to correct the issue may do some good.
  • Offer a gesture. You may want to offer discounts or free samples on their next purchase. By changing their experience in the future, they could move up the scale.

Check back soon for the second part of our series: how to leverage the power of your current brand advocates.



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