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Growing customer advocates to drive customer loyalty and growth

This article was based on the interview with Fred Reichheld by Mark Slatin for The Delighted Customers Podcast with Mark Slatin. Listen to the original episode here:

Advocates drive customer loyalty and growth by playing a crucial role in the customer lifecycle. Advocates are customers who go beyond simply purchasing a product or service—they become brand evangelists who willingly promote and endorse a company to others.

These advocates have a strong emotional connection to the brand, known as brand love, and are willing to share their positive customer experiences with others through word of mouth, reviews, and social media.

The impact of advocates on a company’s success cannot be overstated. Advocates not only drive positive word of mouth and increase brand awareness, but they also contribute to customer loyalty and growth. When customers become advocates, they are more likely to continue purchasing from the company, leading to repeat business and increased customer lifetime value. Additionally, advocates are more forgiving of any mistakes or shortcomings the company may have, as their loyalty and trust in the brand outweigh any negative experiences.

Furthermore, advocates help to build a strong community of loyal customers who are invested in the success of the company. By creating a network of brand evangelists, companies can leverage the power of advocacy to attract new customers and retain existing ones. Advocates serve as a valuable asset in driving customer engagement, building relationships, and fostering a sense of brand loyalty among consumers.

Customer advocates play a vital role in driving customer loyalty and growth for a company. By cultivating a base of loyal customers who are willing to advocate for the brand, companies can create a strong foundation for long-term success. Advocates not only contribute to positive word of mouth and brand awareness but also help to build a community of loyal customers who are committed to the company’s success. Ultimately, advocates are key drivers of customer loyalty, growth, and success in the competitive marketplace.

Meaningful measurement of the Customer Experience, 2nd edition by Greg Kihlström