Advocacy vs. Loyalty: why you want both

Every business strives for repeat customers. In fact, it
would be difficult to survive without these loyal customers. But is customer
loyalty all we should shoot for? What about advocacy? Shouldn’t any business
strive for brand advocates? Brand advocates are customers who are so pleased
with your products or services that they recommend your business to others. Brand
advocates are the mouths, behind word of mouth advertising and with the vast
expansion of social media; word of mouth has is more important than ever.

So how do you create brand advocates?

First, don’t assume customers are loyal or advocates. Treat
them as if they are not, but want them to be. Don’t take their loyalty for
granted. All it takes is one bad experience to make them have second thoughts.

Next, ask your customers how you (the brand) are doing with
them – and do it often. Don’t rely solely on feedback mechanisms like comment
cards or website surveys – proactively ask your customers directly, during the
point of sale or service. And ask them specifically, how likely are you to
recommend our brand or products to your friends?

It’s also important to know why your loyal customers are
loyal. Could they be loyal because you’re the only, or most convenient option?
If so, chances are they are probably dissatisfied with some element of your
service. And if they are, and if another just as convenient option presents
itself, then they are gone. Loyalty should be earned to ensure you can build
advocacy.

Start with loyalty.

First build loyalty. Try to make customer experiences more
personal. For example, try to find ways to customize your product or service or
experience. Can you offer more options? Can you call the customer by name? Can
you personally greet each customer as they walk in the door? Anything that
personalizes the experience helps build loyalty and loyalty is the foundation
of advocacy.

Look to your competitors. Can you take what they do and make
it better? Can you take the best parts of their products or services and
incorporate them into yours? Or better yet, can you do something completely
different to elevate yourself to advocate status.

Last, treat every customer as if you may lose them at any
moment. Strive to make each experience as valuable and robust as possible. Give
them a reason to be loyal and then give them even more to become advocates. Do
this and you’ll succeed.

Does your business have advocates? If not, what are you
doing to create them?