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 …

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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

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Establishing a Key Performance Indicator

Many successful leaders establish an overall measure of customer satisfaction to gauge progress. I concur that’s a wise move, but it’s important to do so with some cautions in mind. A recent Lynda.com course that I recorded addresses this topic and others associated with Customer Service Leadership. You might enjoy learning more about the best measure of overall customer satisfaction …

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Customer Comments Matter: Numbers to Ponder

Customer comments matter. Positive or negative, they definitely have an impact. A past Edge of Service Newsletter includes the following numbers to ponder: 1% to 5%. Typical percent of customers who complain to companies when there are problems—for every 10 complaints, there are anywhere from 200 to 1,000 customers you don’t hear from. (John Goodman, Customer Experience 3.0) Word of mouth …

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Tools for Your Next Team Meeting

Looking to generate substantive conversation at your next team meeting? Try one of these worksheets on customer expectations, metrics and customer access strategy. It can be helpful to take a step back from the day-to-day, urgent issues to think about the bigger picture. Discussions on these bigger pictures can help keep everyone on the same page and generate ideas for …

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Customer Advocacy: An Essential Ingredient

Customer advocacy is one of those terms that can be confusing. Does the customer advocate for us, the business? Or is it the other way around? One of the past issues of The Edge of Service™ Newsletter suggests the answers to these questions is both! Take a few minutes to read this issue (The Edge of Service™ Newsletter Issue 21: …

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12 Principles for Building Profitable Customer Relationships

Over the past decade, ICMI has studied, codified and periodically published a summary of the most important principles behind building strong, profitable customer relationships. Lately, I’ve been asked, are these principles less important? Have evolving customer expectations, social communities, new channels and other developments changed the fundamentals? Not at all! These 12 principles are as important as ever, in large …

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