Many brands work to create a loyal following. They not only want happy, satisfied customers, but loyal customers that are willing to advocate for their brand or product. How do you go about turning customers into advocates?
According to a report from Oracle, the strongest drivers of brand loyalty are a good product selection, fair prices, a good shopping experience, and perks for returning customers.
With those concepts in mind, here’s a look at seven actionable ways to turn customers into advocates.
Reward loyal customers
One of the best ways to encourage customers to show their support is to reward their efforts. Research shows that 62% of customers could be persuaded to choose one brand over another if a loyalty program is present.
If your brand doesn’t have a rewards program in place, it’s time to consider one.
Through a customer advocacy platform, you can reward customers with gift cards or offer coupons, free products, or experiences. When a customer makes a purchase, leaves a review, refers a friend, or participates in a social media challenge, he or she can earn one of these perks and feel appreciated for their efforts.
Ask customers to leave a review
Consider asking existing customers to review a product or service. While you can ask any customer to leave a review, it’s best to ask immediately after they engage with your brand, like when they make a purchase or comment on a social media post.
You can also request reviews from a segment of your customer base, like those who made three or more purchases in the last six months, for example.
By requesting a review, you help existing customers transition to advocates.
Create a referral program
Give your best customer an incentive to advocate for your brand. Through a referral program, you reward your best customer for referring a product to their family or friends. Every referral that a customer earns should be rewarded.
You can roll your referral program into your loyalty program and give advocates points, or you can create a separate program with its own perks.
No matter the structure, you need two things to make a referral program succeed:
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- An easy way for customers to refer a friend
- A clear, worthwhile incentive
Consider investigating the referral programs that are commonly used in your industry. Airlines, for example, often give airline miles to customers who refer a friend. See what’s working in your niche, and use it as a starting point to design your own program.
Thank customers often
Customers want to know they’re appreciated. So, say thank you, and say it often.
Showing gratitude helps you build long-term relationships with your customers. After all, that’s what you’re looking for, right? An advocate isn’t a one-time buyer. An advocate is a long-term customer who has supported your business for years.
As a brand, you can say thank you in a variety of ways, some of which require more effort than others. Here are a few ideas:
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- Send a thank you email to your most loyal customers
- Send a handwritten note
- Create and share an appreciative message on social media
- Ask the CEO to thank customers via a video message and share it with them
- Send your most loyal customers a free swag bag
Tailor special offers to small customer groups
Personalized offers show customers that you’re paying attention to their likes and dislikes. Mine your customer data, create segments based on demographics and behaviors, and create a special email offer for each group.
Let’s say a shoe retailer has a segment of well-educated women over 40 who buy high-end dress shoes at least once a quarter. This segment could receive early access to a new pair of luxury heels with 10% off.
Customize your offers to a highly segmented group of customers.
Ask for feedback
When customers feel valued, they respond kindly to a brand. Whether you’re testing a new product or revamping your website, get customers involved. Ask them for their opinions.
Customers are happy to provide feedback, but make sure you’re respectful of their time. Consider creating a survey or poll with a rating scale so you can gather feedback quickly and efficiently. A customer advocacy platform provides ready-made feedback tools so you can connect with customers with ease.
Audit and improve your customer service interactions
When consumers have a question, want to make a return, or need help, your customer service team steps in. While every brand aims to offer five-star customer service, that’s not always the case.
Customer service should:
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- Serve customers on a channel of their choice
- Be positive
- Offer solutions
- Fix issues quickly and efficiently
- Tailor the experience to the needs of each customer
Audit your processes, ask customers for feedback, and make adjustments where you can.
If your brand is committed to customer advocacy, Zuberance can help you boost brand affinity and transform your most loyal customers into an army of influencers. See how it works.
