The benefits of customer advocacy
- 09 Feb 2012
There is a single primary advantage to successfully transforming into a customer advocacy company — you build deep, lasting relationships with your customers.
Of course this one single advantage has far reaching implications for your organization:
- You get new customers easier and cheaper through referrals reducing reliance on advertising and promotion.
- Your customers recognize the value in a long term relationship and cut-throat competitive pricing practices are ineffective.
- Company/customer interdependence reduces product development risk and therefore the investment required.
Many of the references listed on the Resources page include case studies of companies that have made a commitment to the principles of customer advocacy including some of the most publicized like Zappos and Ritz-Carlton to some real surprises like MyProductAdvisor.com where you can comparatively shop for products across all brands.
Many. but not all, of the examples have a significant on-line component to their businesses. This is not surprising. The internet is extremely effective at keep in touch with today's speed of the customer.
