Customer advocacy

Marketing
Key concepts
Product marketing Pricing Distribution Service Retail Brand management Account-based marketing Ethics Effectiveness Research Segmentation Strategy Activation Management Dominance Marketing operations
Promotional contents
Advertising Branding Underwriting spot Direct marketing Personal sales Product placement Publicity Sales promotion Sex in advertising Loyalty marketing Mobile marketing Premiums Prizes
Promotional media
Printing Publication Broadcasting Out-of-home advertising Internet Point of sale Merchandise Digital marketing In-game advertising Product demonstration Word-of-mouth Brand ambassador Drip marketing Visual merchandising

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 better meets the customer's needs.

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. The role of the customer advocate is three-fold:

• To be the main contact for the customer in handling a question or problem and keeping the customer updated with timely and frequent updates as to the progress of resolving the issue.
• To facilitate a resolution by bringing together the appropriate department heads.
• To implement a procedure that ensures the problem does not occur again or recommends products or services to better meet customers' needs.

Measuring customer advocacy

Customer advocacy can be integrated into a company’s strategic goals and measured through customer satisfaction, retention, and profitability.

References

• Customer Advocacy, March 2006
• Building trust and relationships through customer advocacy, 2005