Cultivating Customer Advocates

Consider these numbers: Word of mouth drives 20–50% of all purchase decisions. (McKinsey) Advocate customers spend 2 times more than regular customers, and because they stay longer, have a customer lifetime value 5 times greater than regular customers. (Bain & Company) Advocate customers are powerful. They benefit your organization in direct ways (e.g., greater lifetime value) and indirect ways (e.g., word of mouth). You can (and …

Continue Reading >

Customer Advocacy: Creating the Means to Act

The foundation of customer advocacy is knowing your customers. What they need, expect and experience. But that knowledge won’t get you far without the means to act. I explore what that requires in the video below, part of the Lynda.com course Customer Advocacy. Creating the means to act from Customer Advocacy by Brad Cleveland

Continue Reading >

Hiring for Service: It’s Time for a Rethink

In thinking about the challenging job frontline agents have these days, I was reminded of an issue of The Edge of Service™ Newsletter that I published a while ago: The Edge of Service™ Newsletter, Issue 14: Hiring for Service: It’s Time for a Rethink. If hiring is on your list of challenges these days, you might enjoy reading about what …

Continue Reading >