How to optimize the customer advocacy process

Providing constant value to the customers doesn’t automatically lead to them becoming your advocates. Many companies still believe the opposite. It is true to some degree but companies well versed in creating advocacy are treating it as a sales pipeline. They are embedding steps to nurture customers into advocates within the customer lifecycle. They are also employing software and tools to track the customer advocacy touchpoints & progress. We will talk about the application of these software and how they help optimize the customer advocacy process.

Customer Success Owns Advocacy
As you create your advocacy program you will understand that the approach required can only be pulled off by the Customer Success department (in full essence).
The purpose of advocacy is to elevate the customer and provide more value that will ultimately lead to additional revenue and growth as a consequence. So keep customer advocacy close to Customer Success while also keeping marketing in the loop.

You can also check out our Ultimate Guide to Customer Advocacy to start

Setting the KPIs for Customer Advocacy
customer advocacy means recognition for the customer rather than your company. Understanding that your customers are taking a risk in investing in your product and their success sometimes gets overlooked is important. It can be how the customer advocacy narrative can be woven. So start by tracking the stories of your customers and note down their achievements. When you feel there is enough for a good success story, get them recognized from your side to the community they serve. Thus in a way, customer advocacy becomes a win-win situation helping customers tell their stories and celebrate their achievements with you.

Approach for Advocacy at the Right Moment
When do you know that the customer is ripe to be sent out that advocacy mail? This is where account health and customer journey touchpoints are key. First and foremost is to check the health scores from a customer experience perspective. It will help you understand the kind of relationship you have with them.

How CustomerSuccessBox can Help Optimise Customer Advocacy
A few things you need to convert customers into advocates are:

Customer Health Score
Customer Telemetry Data
Journey tracking

CustomerSuccessBox provides all of those. Our product has a 360 Health view that is combined with artificial intelligence to give actionable insights on how to improve it. For your right moment of approach, the health score has to be green, CustomerSuccessBox can segregate your green ones as well as help other customers reach the healthy point. The intelligence can help you identify potential customer advocates very easily.

This is not where the capabilities end though. If you have a large enough customer base and need help in automating the advocacy process, it is achievable through our automated customer journeys. We also have a beautiful playbook section where you can add your best practices, methods that work and scale them along with the execution of your customer advocacy program.