Reduce Customer Churn, Drive Growth, and Acquire New Logos with Customer Advocacy

March 13, 2024

Customers have higher expectations and prefer a personalized experience. Gone are the days when a generic campaign will get the job done. Companies taking on a customer-centric approach are excelling.

Deloitte research found that customer-centric companies were 60% more profitable compared to ones that aren’t.  If this statement has you wondering how we get from average to excelling, a program focused on your customers is a great start.

A robust customer advocacy program can significantly positively impact your business, including reducing customer churn, driving customer growth, and the acquisition of new logos (new customers).

Change the course you are on.

Building trust and loyalty.

Focus on truly nurturing relationships with your existing customers. Lead with excellent service, support, and engagement opportunities. Customers who feel valued and appreciated are less likely to churn.

Imagine having such a strong relationship with an internal customer champion that when the chips are down you will both actively listen and proactively work together to resolve issues. What will that likely mean for you? They will champion to allow you the ability to find a solution instead of throwing out an RFP to replace you.

Word-of-mouth marketing.

A satisfied customer is more likely to recommend products or services to others. A strong advocacy program can make brand ambassadors of your customers, sharing positive experiences with their networks through social media, online reviews, referrals and being your vocal champion.

Imagine a customer speaking on your behalf at an event sharing their journey with you along with the business impact. What if they present a truly colorful story on how they feel like an extended part of your team due to the relationship you have fostered with them. Priceless!

Feedback loop for improvement.

An effective customer advocacy program will facilitate open communication channels. It allows customers to provide feedback, suggestions, and insights into their experiences with products or services. By actively listening to customer feedback, companies can identify areas for improvement, address pain points, and enhance the overall customer experience, thereby reducing churn.

Envision your customers partaking in focus groups and betas, that lead to product enhancements and innovation. Not only will you be setting them up for continued success, but will uncover account growth opportunities.

Creating user communities.

Customer advocacy programs foster communities where they can share insights and best practices. These communities will strengthen the bond between customers and the brand but it will also serve as a valuable resource for resolving issues, and discovering new use cases. Engaged user communities can increase customer retention and satisfaction.

Are you looking to reduce support costs, and organically have customers educationally share product or service information? Well then, just do it…what are you waiting for?

Influencing purchase decisions.

Potential customers are more likely to trust the opinions of your existing customers over traditional marketing messages. By showcasing customer success stories, testimonials, and case studies through the advocacy program, companies can influence the purchasing decisions of prospects and attract new logos.

Imagine creating a case study with a customer that shines a spotlight on them and their success. A case study that paints the picture of a day in the life of said user that leads a prospect forward. Now fast forward to your prospect speaking with said user on a reference call. You can bet your bottom dollar if your product or services are the right match, that reference call will likely get you into the end zone.

Providing exclusive benefits.

Customer advocacy programs often offer exclusive perks, rewards, or incentives to loyal customers who actively participate in advocacy activities. These benefits can include early access to new features, special discounts, VIP events, or personalized support (just to name a few). By incentivizing participation, companies can strengthen customer relationships and encourage ongoing engagement, ultimately reducing churn and driving growth.

Picture it… You are hosting a special event for 30 special users where you will not only be able to foster relationships with them but also use the opportunity to dive into what is working, what is not, and what else they need from you to drive more success. Keeping customers for life is the goal, and this is a wonderful road to it.

In summary, a strong customer advocacy program fosters trust, loyalty, and engagement among existing customers while also influencing the purchase decisions of potential customers. By leveraging satisfied customers as advocates and ambassadors, companies can reduce churn, drive growth, and acquire new logos more effectively.

Reduce customer churn, drive growth, and acquire new logos with customer advocacy

This is a guest blog by Jennifer Susinski, member of the Advocacy Mavens Coalition.

The Advocacy Mavens Coalition is an association of open for contracting customer-led professionals, each with extensive industry experience. We’re experts in building advocacy and community programs, designing experiences, running advisory boards, creating content, managing and migrating platforms, and more.

Our members are experienced advocacy marketing strategists, community and customer success managers, educators, designers, video producers, analysts, and technical consultants. Whatever your program goals, this coalition has you covered!

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