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How loyal customers become brand advocates
According to data from Amplifinity up to 60% of a brand's current customers will advocate on behalf of the brand. The key is knowing how to engage those consumers without alienating them.
Kristina: At what point does a loyal customer become a brand advocate?
Dick Beedon, Amplifinity CEO: When a customer accepts a brand's invitation to voluntarily do something on behalf of the brand, whether it's to forward content, write a review, amplify a message or refer someone he or she knows to the brand, they voila! You know you've got a brand advocate.
Sometimes, a brand doesn't realize that their loyal customers are also their brand advocates until they implement a platform like Amplifinity's. Then, after a program launches, they are extremely pleased (not to mention grateful) to realize that their 'loyal customers' are in fact also their 'brand advocates'.
Kristina: What do brands need to know about brand advocates before turning to them for help with a brand message?
Dick: Amplifinity's Best Practices dictate that the most important thing a brand needs to know, is whether their brand advocates have done something for them in the past. Often, we glean this information after the first program is launched. Many of our clients begin by launching a referral program, which is a relatively quick and effective method of ascertaining who among their current clients will register for the program and make referrals. Some of our clients have seen their customers generate multiple successful referrals - some over a short period of time, others over a longer period of time.
In any event, most brand advocates will, when asked, help a brand out. In fact, most consumers are driven to show their loyalty to a brand, and are happy to respond to a brand's request for their support and help. Those customers who do? They will typically be on a brand's 'side' for the long haul -- especially when a brand nurtures and enables the relationship.
You can read part one of my chat with Dick and Amplifinity, including the importance of reviews, here.
Image via Shutterstock
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