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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