Then, after your friend saw the movie she thanked you for recommending it?
That’s customer advocacy on a basic level.
You, the customer who saw the movie and liked it, advocated on behalf of the movie by recommending it to a friend you knew would likely enjoy it too.
That customer advocacy can scale too…
Say the movie was part of the Star Wars series of movies. There is an entire fan ecosystem around those movies. The producer of those movies (Disney) interacts and engages its fans with special events, fan websites and communities, contests and even opportunities for fans to share their thought leadership on various Stars Wars-related topics. It’s true, you can check it out at StarWars.com.
What ends up happening is that the Star Wars franchise has helped individual Star Wars fans feel valued for their interest and participation in the Star Wars community. Fans have even been rewarded and recognized for their Star Wars thought-leadership contributions to the community.
In this example, Star Wars/Disney makes their franchise about the fans, and as a result those fans continue to advocate on behalf of Star Wars providing that franchise with more promotional power than Disney alone could produce.
What’s the ROI of Disney putting their Star Wars fans first?
According to a Fortune Magazine article from a few years back, it was nearly $42 billion. That’s billion, with a B. Not bad for a few sci-fi fantasy movies.
Here’s the thing, these same Star Wars advocacy fundamentals can be applied to B2B Software-as-a-Service (SaaS) tech businesses, and it just so happens that I personally know the Yoda and Obi Wan Kenobi who can share the ways of the Customer Advocacy Force...
Join the webinar - Customer Success + Marketing: How to Team Up to Boost Advocacy. February 22, 2018 @ 10 am (PT) / 1 pm (ET)
Join Howard Tarnoff (Founder & Managing Director of Customer Success LLC) and Carlos Gonzalez (Vice President of Customer Success Operations at Ceridian) as they reveal the advocacy playbooks they respectively use to:
- Close deals quicker with higher margins
- Reduce Support burdens
- Increase "stickiness" of your product and value
- Cultivate successful customers into advocates
- And whole lot more