Customer Advocacy

1h 6mIntermediate2023-01-10

Authors

Brad Cleveland

Customer Strategy, Management, and Omnichannel Services Expert

Course details

Learn why customer advocacy is important, how to develop employees who are customer advocates, and how to use the voice of the customer (VOC) to inform strategies across functions including IT, HR, R&D, production, and legal. Customer strategist Brad Cleveland reveals a proven model for creating an effective customer advocacy initiative, which includes capturing customer insights, interpreting and analyzing intelligence, communicating findings, prioritizing action items, measuring results, and turning customers into promoters of your products and services.

Learning objectives
Identify the benefits of customer advocacy.
Identify traits of successful customer advocacy.
Discover ways to understand your customer.
Evaluate results from a customer advocacy program.
Determine how to turn customers into brand advocates.
Assess how to develop a culture of customer advocacy.

Skills covered

Customer Service SkillsCustomer ServiceOne-Off

Concepts

0. Introduction

01 - Build a culture of customer advocacy

1. Principles of Customer Advocacy

02 - What is customer advocacy
03 - Why is customer advocacy important
04 - Traits of successful customer advocacy initiatives
05 - Empowering employees to be customer advocates
06 - Harnessing service and operations
07 - Identifying cross-functional benefits

2. Customer Advocacy - Moving from Insight to Action

08 - A structured approach to customer advocacy
09 - Knowing your customers
10 - Creating the means to act
11 - Prioritizing and taking action
12 - Assessing results

3. Nurturing Customers to Become Brand Advocates

13 - The power of brand advocates
14 - Passive promoters
15 - Active promoters
16 - Keeping the momentum

Conclusion

17 - Developing a culture of customer advocacy
18 - Continuing to cultivate customer advocacy