The Customer Catalyst

CHAPTER 10ADVOCACY

Let your customers do the selling

C-CHANGE GROWTH DRIVERS

• Customer advocates are the most effective salesforce your company will ever recruit. It is far better to invest in great customer experience, led by cross-functional teams and customer advocates, than it is to spend inordinate money purely on recruiting and training expensive sales teams.
• Customer Advocacy is the result of implementing the C-change growth engine, and it helps create customer-led brands and drive sustainable, profitable growth.
• Customer Advocacy creates a cultural C-change. It does this by galvanising the organisation around listening directly to insight from customer advocates (this is a key part of Customer Voice) to co-create more targeted products and services that meet their needs, as well as by customer advocates telling their story in a far more authentic way. This is done at every stage of the customer journey to drive organic growth (i.e. with existing customers) as well as to engage prospective customers.

TALKING ABOUT A CUSTOMER REVOLUTION!

Since the launch of the Internet, the floodgates of information have opened, leading to greater transparency for customers. We have seen the breakdown of control by ‘corporations’ over the buying process. We have gone from having a captive audience with customers to a situation where their attention is now scarce. This means that companies now face the challenge of spending disproportionally more money for a land grab for the ...