Customer Advocacy

In this connected world, buyers increasingly prefer to learn about products and services from friends and peers who are using them. Seeking references from various sources has become a norm and hence companies need to put happy customers in front of those potential buyers. For example, customers who “like” a Facebook page of a company or brand are its advocates. Turning your customers into your brand advocates should be a vital aspect of a company’s marketing strategy. You should aim to create brand advocates by ensuring a comfortable customer journey, right from relevant marketing campaigns through simplified sales process, providing exceptional customer experience during each interaction and ensuring consistent service for every complaint or concern across channels: all of these can be achieved through appropriate CRM system in place. Modern CRM systems also have the ability to launch surveys and receive feedback to understand customer preferences and manage expectations of a broad range of customers. Further, building online discussion communities through Social CRM, can give prospective customers a platform to discuss with existing customers and learn about your product or service. The CRM system can also help in identifying influencers of a brand and a company can also consider rewarding such influencers so that it can become a ‘win-win’ situation of all.