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Customer Success Customer Success Process

Customer Advocacy: How Trust Is Everything

The last time you needed a recommendation for a movie,  or a restaurant, or a nice cup of coffee, where did you seek this out?  Was it a friend, a colleague, or the internet? It’s human nature to consult recommendations or reviews from actual people or internet users because they help validate your choice. When these friends or users recommend, critique or review a particular product or service that we wish to get, they strongly influence our opinion. This entire process is called customer advocacy, also known as word-of-mouth marketing. 

In today’s subscription economy, customer advocacy is a key ingredient of this new business strategy. When this is executed correctly, it should drive more sales and loyal customers. If you want your product or service to stand out within an intensely competitive field, then it must have simply amazing customer support. Ignoring your customers’ problems or failing to understand their needs and, you will lose your customers’ trust., and it’s over.

According to the SalesForce: State of the Connected Customer Report 2019, “customer’s trust is a multifacet pursuit. Customers strongly associate authenticity, confidence, ethics, transparency, honesty, security, reliability, and privacy with trust. 89% of customers are more loyal to companies they trust, and 65% have stopped buying from companies that did something they consider distrustful.”

Our pro tip: Honesty is the best policy. The value your company offers can make or break a customer relationship. So just be honest about what your product or service can offer, and always demonstrate your company’s values at every opportunity.

Why is Customer Advocacy So Important in Customer Success?

Customer success is relationship-focused management. CS professionals support customers when they transition from sales to active users of your products, and they work towards building healthy customer relationships. CS professionals are in the best position to identify and cultivate customers who are best suited for advocacy. Ideally, these are customers who are deriving high value from your product or service and have fully adopted the product as best they can.  

To conclude, initiating a customer advocacy program is very beneficial for a growing company. Customer advocates are more than just repeat buyers, They are the foundation of your customer base and serve as both an internal and external model of success.  A customer advocacy program can give your company a competitive advantage and help tackle problems like increasing competition and low customer loyalty. 

Cami.AI was founded on the principles of customer love, meaning unwavering support for customer needs and customers achieving their goals should be a firm’s highest priorities. We support CS professionals everywhere in hopes they can achieve their highest states of customer advocacy.

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