Ask Me Anything! Powering your Customer Advocacy Program with the Voice of your Customer

#1

*What is a Customer Advocacy Program and where do I get started?"

Dana Alvarenga will share how to scope, build, maintain, and grow a program. Customer Advocacy programs powered by your customers’ voice will help you gain better insight, build better products, deliver top-notch customer service, and make your customers feel like rock stars. Come ask Dana about her three-phased approach to program design, how to lock in executive sponsorship internally, how to map customer engagement scores and rankings, and much more!*

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#2

I am looking forward to this AMA session on September 16th. Take a look at my take on Powering your Customer Program with the Voice of your Customer and when I say voice I mean the literal voice of your customer! Come back to this thread on September 16th and I will answer all your questions, bounce ideas off each other live in the community. :star_struck:

Power your Customer Program with the Voice of your Customers - Dana Alvarenga 2021.pptx.pdf (1.3 MB)

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#3

Here is a short excerpt from a previous presentation I gave on Customer Voice and what I mean by Customer Voice.

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#7

Ask away - happy to be here :smiley:

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#8

After listening to your presentation clip … What role you see for marketing that does not include the customer voice, and how the two sides of marketing play nicely together?

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#9

The demand gen or growth marketing team can and does partner very well with customer marketing counterpart to help identify advocates, drive buzz around a product, and provide customer proof. Customer voice is a vital part of that as one sound byte from a customer can be repurposed in various ways and used in various customer campaigns for lead gen and post sale.

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#10

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In launching a customer program, the first step is setting up your timeline, and outcome goals.

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#11

Hi Dana. Thanks for joining us. Can you share a good example of an organisation sharing their advocate’s voice and what results they generated? Also, what more can organisations do to integrate traditional Voice of the Customer in advocacy? @liz.richardson @deena.zenyk would love to get your thoughts on this! :slight_smile:

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#12

Happy to be here! Lots of organizations that I work with are able to capture one customer video for example and then she produces a three minute video for marketing online, at live events, and social. Then the raw footage is also used for creating digital story boards that are embedded onto your website, embedded into blog posts, shared on social, and armed with sales for live reference call deflection. Infusing customer voice everywhere is her moto and she does just that!

Also powering a blog with a snippet of the literal customer voice audio or video and also a link to the full produced customer video the clicks to the snackable short video saw 37% more than the produced video.

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#13

Your second part of your question - what organizations can do is prioritize customer voice and have it be bought in from the execs down. Aligning customer voice with the current go to market initiatives. And most importantly asking customers if they want to share their stories - asking first is the key some organizations are still stuck in old ways and think customers will say no or are too busy. Trust me they will be surprised if it is positioned as sharing their story, their insights, their successes vs can you give us a testimonial quote. The later is the old way of customer voice.

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#14

Here is a graphic I have created talking more on that point above.

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#15

So what you’re saying is that organisations chimes with what @chris.adlard & I talk about in The Customer Catalyst ie think of Voice of the Customer in the broadest sense where you can dynamically listen customers’ voices and integrate advocacy. In summary, it’s thinking differently from the static, quarterly NPS survey.

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#16

Yes exactly!! Being Customer-led and putting investment and focus into your customer advocates will help not only product adoption by supporting and creating rockstar power users and building awareness on your product through the advocates customer stories. In turn it will also help influence renewals and upsells.

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#17

Thanks @dana.alvarenga for your excellent contribution to this discussion and for your deserved recognition at Slapfive… A true Customer Advocacy and CX thought leader and customer champion!

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#18

Thanks so much Chris!!! I will continue to keep an eye on this thread for any questions or discussions that get sparked.

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