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Customer Advocacy: Invest In Customers and CS Teams - ChurnZero
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Here’s the recap of from our panel discussion along with our top takeaways. “The first requires a defined set of criteria for what constitutes an advocate, as well as a system to flag those customers.” Nicole Barker, Head of Customer Success at Conductiv, says that her team looks for customers who are sophisticated in nature, early adopters, and tech enthusiasts.
Takeaways: “When identifying potential advocates, look for customers who have sophisticated business processes and are early adopters. You should also consider a customer’s demonstrated ROI (does the customer have proven results?), tenure (has the customer been with you for at least a year?), product usage (does the account have above 80% account utilization with high feature usage?), satisfaction (is the customer a NPS Promoter or score highly on other satisfaction surveys?), and relationship with their CSM (does the customer have a high sentiment score from their CSM?).” Always incentivize your customers for participating in customer advocacy initiatives; practice the rule of reciprocity.
Here’s the recap of from our panel discussion along with our top takeaways. “Identifying your customer advocates and operationalizing your customer advocates are two different undertakings.” Nicole Barker, Head of Customer Success at Conductiv, says that her team looks for customers who are sophisticated in nature, early adopters, and tech enthusiasts.
You’ll need to build structure around how you identify, develop, and incentivize your advocates, as well as set internal expectations and processes. And that’s where advocacy programs come in. “They should understand the program’s value, their part in driving that value, and what they personally get out of it.” At ChurnZero’s virtual RYG, we held a panel discussion with Customer Success leaders who offered up their best advice on how to get both your customers and your team invested in your customer advocacy program.
You’ll need to build structure around how you identify, develop, and incentivize your advocates, as well as set internal expectations and processes. And that’s where advocacy programs come in. “But for your advocacy program to be effective, you must first have the backing of both your customer and your team.” At ChurnZero’s virtual RYG, we held a panel discussion with Customer Success leaders who offered up their best advice on how to get both your customers and your team invested in your customer advocacy program.
You may be able to snag a few reviews here and sign up a few references there without much of a dedicated effort. But as you acquire more customers, you’ll no longer be able to passively manage these lead and brand-building sources. “You’ll need to build structure around how you identify, develop, and incentivize your advocates, as well as set internal expectations and processes.” But for your advocacy program to be effective, you must first have the backing of both your customer and your team. They should understand the program’s value, their part in driving that value, and what they personally get out of it.
Here’s the recap of from our panel discussion along with our top takeaways. “The first requires a defined set of criteria for what constitutes an advocate, as well as a system to flag those customers.” Nicole Barker, Head of Customer Success at Conductiv, says that her team looks for customers who are sophisticated in nature, early adopters, and tech enthusiasts.
If you work for a SaaS business, you know word-of-mouth marketing is everything. Today’s companies need to have exceptional reviews, references, and referrals if they want to compete and grow. “You may be able to snag a few reviews here and sign up a few references there without much of a dedicated effort.” You’ll need to build structure around how you identify, develop, and incentivize your advocates, as well as set internal expectations and processes. And that’s where advocacy programs come in.
If you work for a SaaS business, you know word-of-mouth marketing is everything. Today’s companies need to have exceptional reviews, references, and referrals if they want to compete and grow. “But as you acquire more customers, you’ll no longer be able to passively manage these lead and brand-building sources.” You’ll need to build structure around how you identify, develop, and incentivize your advocates, as well as set internal expectations and processes. And that’s where advocacy programs come in.