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 | email@example.com 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
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