CUSTOMER SUCCESS
Monetizing Customer Success
Building Advocacy Programs
Turn satisfied customers into advocates by encouraging referrals, testimonials, and case studies.
Why it's Important
Leverages word-of-mouth marketing to acquire new customers.
Enhances brand credibility and trust through real-user endorsements.
Builds stronger relationships with loyal customers.
How to Implement
Identify satisfied and high-value customers as potential advocates.
Create referral programs with clear incentives.
Develop processes for gathering testimonials and case studies.
Showcase advocates in marketing materials or events.
Maintain ongoing engagement with advocates to strengthen their loyalty.
Available Workshops
Advocate Identification Workshop: Use NPS scores and customer feedback to find potential advocates.
Incentive Planning Session: Design appealing referral rewards or recognition programs.
Case Study Sprint: Collaborate with customers to craft compelling success stories.
Social Proof Brainstorm: Plan how to use testimonials and reviews across channels.
Advocate Engagement Training: Teach teams to build long-term relationships with advocates.
Event Planning Exercise: Develop ideas for advocate-driven events or webinars.
Deliverables
A structured referral program with incentives.
A library of testimonials, case studies, and reviews.
An advocate engagement plan for ongoing communication.
How to Measure
Number of referrals and new customers from advocacy programs.
Increase in brand trust metrics (e.g., review scores).
Participation rates in advocacy initiatives.
Real-World Examples
Tesla
Encourages referrals by offering exclusive perks to advocates.
Dropbox
Built initial growth through a referral program rewarding both referrer and referee.
Airbnb
Uses customer testimonials and host success stories to build trust.
Get It Right
Make participation easy and rewarding for advocates.
Focus on authenticity in testimonials and case studies.
Regularly communicate program updates to advocates.
Use analytics to track and optimize advocacy efforts.
Recognize and reward advocates to strengthen relationships.
Don't Make These Mistakes
Overlooking less vocal but loyal customers as potential advocates.
Offering incentives that don’t align with customer motivations.
Using generic or unauthentic testimonials in marketing.
Failing to track and measure the success of advocacy programs.
Ignoring advocate feedback or undervaluing their contributions.