As companies strive to better understand their customers and stand out from the competition, you start seeing a merging of otherwise unrelated roles. Today, many job opportunities combine programs under one title or team, such as Customer Experience and Advocacy, Customer Programs and Advocacy, or even more general Customer Marketing. Defining the Programs The Voice
The Sales Department needs a reference to speak with a prospect. Demand Generation needs a customer success story for a specific campaign. Product Marketing needs a customer to speak with an analyst for a product review. These are just a few examples of the diverse requests you may have in your organization where you
The moment of truth has arrived. You are ready to evaluate the ROI of your customer advocacy program. What metrics have you identified as your barometer for success? If you use any one of the many reference management software tools available, you may benefit from the efficiency of creating many of your reporting metrics
Your customer advocacy program can benefit from technology to provide you a single view of communication with a customer and equally important, provide you a single view of communication between your sales and marketing teams internally. Many of today’s reference management software solutions can be integrated with CRM solutions and automate the processes you
Most customer advocacy programs have grown out of a need to supply a reference to a prospect for a sales opportunity. If you wait until the prospect asks for a reference, then you are working in what’s called an ‘on-demand’ and reactive state of doing business. Many customer advocacy programs were once called (and
The customer reference and the customer advocate walk into a cafe. They begin speaking while ordering a coffee and find a commonality – they both use your product(s). They continue their conversation, talking about the benefits and perhaps drawbacks of the solution, but most certainly, they are speaking about your company’s engagement with them.