Your Customer as Brand Advocate

Businesses always promote how much they care about customer service when in reality, many consistently fail to deliver an exceptional level of service that creates repeat customers.

Earlier today, I visited Yelp.com to review what customers were saying about a certain organization I had planned to do business with. To my surprise, out of 20 posted reviews in the last 2 years, 15 of them were (poor) 1 star ratings. That is unacceptable.

In today’s multi-channel, multi-media business environment, the customer’s voice now reigns supreme more than ever before. With easy access to social media, customers can easily vocalize and promote a positive or negative experience far and wide.

According to Nielsen’s 2013 “Global Survey of Trust in Advertising” (which surveyed more than 29,000 Internet users in 58 countries about 19 forms of paid, earned and owned media), 84% of consumers worldwide say they trust word-of-mouth recommendations from their trusted friends and families — an increase of 6% over the past six years.

The survey also revealed some interesting info on content marketing including:

“Owned advertising, in the form of content and messaging on brand websites, was the second most-trusted advertising source in 2013, with 69 percent of global respondents indicating they trust this platform, up 9 percentage points and from a fourth-place ranking in 2007.”

Of course, your marketing and advertising strategy will continue to play an important role in attracting customers. Whether that customer returns in the future depends mostly on their initial experience. Easy to say but a challenge to implement unless your business’ mission is aligned with the objective of providing the best experience for both your internal and external customers.

The ultimate goal is a satisfied client that will act as an advocate for your company and brand. Advocates are so satisfied and impressed that they will post freely on social media, promoting your service and spreading brand awareness without any expectation.

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