Published on February 18, 2014
Copyright (C) 2013-2014 Consortium House LTD CUSTOMER ADVOCACY An Advocacy Framework for Voice of the Customer Marketing Joseph Schwartz 914-414-9935 | firstname.lastname@example.org www.linkedin.com/in/josephschwartz 1
Copyright (C) 2013-2014 Consortium House LTD Agenda • What is a Customer Advocacy initiative? • Supporting marketing’s mission • How does Customer Advocacy fit in the typical corporate • • • • • ecosystem? The Customer Advocacy lifecycle Customer Advocacy tactical business contribution Key Customer Advocacy artifacts Customer Advocacy synergies Critical success factors 2
Copyright (C) 2013-2014 Consortium House LTD 3 What is a Customer Advocacy initiative? • Systematic approach • Illuminate customer success stories • Quantify the business value realized • Encourage re-use of innovative use cases • Re-energize and champion key customers • Address any previous customer base neglect • Activate or restore business partner status with key accounts • Help engineering develop products that customers want / need • Rich source of metrics and anecdotes • Across use cases • Key elements of the value proposition • Quantify value
Copyright (C) 2013-2014 Consortium House LTD 4 Supporting Marketing’s mission Customer Engagement & Deal Support Quantifies business value metrics - Sublimates key competitors Accelerates the current pipeline - Attributable proof points Customer Advocacy Marketing Content Creation Quantifies business value metrics Provides attributable anecdotes Sales & Competitive Enablement Accelerates the current pipeline - Attributable proof points Increases pipeline generation - Both farming & hunting Quantifies business value metrics - Sublimate key competitors!
Copyright (C) 2013-2014 Consortium House LTD 5 How does Customer Advocacy fit in the corporate ecosystem? Customer Advocacy Sales Customer Advocacy Repository Pre-Sales Specialists Customer Base Customer Reference Program Engineerin g Product Professional Services Management Channel Marketing Product Marketing Analyst Relations Press Relations
Copyright (C) 2013-2014 Consortium House LTD The Customer Advocacy lifecycle 6
Copyright (C) 2013-2014 Consortium House LTD 7 Key Customer Advocacy artifacts 1. Customer Advocacy Soundbyte • Concise (Tweet-length), citing one or more metrics 2. Customer Advocacy Narrative • Non-jargon paragraphs, describing soundbyte metrics 3. Business Value Checkpoint • Non-jargon report with graphics, showing the link between • Previous State • Customer’s Business Case • Services Project Plan • Business Value Realized 4. (Process Audit) (What the Customer wanted) (What was implemented) (Quantified metrics) Value Realization Case Study • Supporting Use Case diagrams and non-jargon description, enabling innovative Use Cases to be re-used throughout the installed base
Copyright (C) 2013-2014 Consortium House LTD Customer Advocacy synergies C Level Champions Customer Advocacy Community Reference Initiative Channel Partner Resource Center 8
Copyright (C) 2013-2014 Consortium House LTD Critical Success Factors • Accountability for installed base customers • Sales • Support – Customer Service Managers • Cross functional collaboration • • • • • Sales Engineering / Product Management Professional Services Customer Reference Program Support • Funding • Customer visit T&E • Community advocacy web site • Continuation of SPIFF incentives • Resourcing • Plan for full scale rollout, leveraging virtual team 9
Brands are more invested today than ever before on curating and distributing paid,...
Marketers need to be creating and publishing original content across many differen...
As content marketing continues to increase in popularity in every industry, more m...
Il Direct Email Marketing (DEM) è una tipologia di marketing diretto che usa la po...
This presentation contains all 120 rules from Part 1 of the 2nd edition of "Email ...
Customer Advocacy Framework. Advocacy is much more than simple word-of-mouth or intent-to-recommend and Advocacy is not promotion Advocacy uses both actual ...
to the Customer Advocacy framework, it may become important to escalate a ... • Customer Advocacy engagements by customer segment, business unit and
Perfecting Service Management: Issue #75: Tuesday, July 19, 2005: Customer Advocacy Framework - Escalation and Response by Craig Bailey
Unlocking customer advocacy in retail banking IBM Global Business Services Customer Relationship Management The customer focused enterprise
Purpose – The purpose of this article is to define and explore the strategic value of customer advocacy through the lens of the brand management ...
The Customer Framework ... We help our clients succeed by focusing on doing the right things first to develop customer experience, commitment and advocacy.
Customer Advocacy Value Advocacy research is accurate, predictive and adds value beyond traditional Satisfaction, Loyalty and Recommendation metrics
Learn about the Customer Advocacy & Feedback Framework at HCL Technologies, from Revathi Nair, General Manager, Customer Advocacy Group.
Customer Success is a vital part of SaaS businesses. The 11 Pillars of Customer Success lays out an operational framework to build a world-class team.
1 Customer Advocacy and Brand Management Abstract Purpose In this article, we define and explore the strategic value of customer advocacy through