WOM Rule #3: Advocates are different than loyal customers.

WOM_RulesLoyal customers are frequent buyers, but they are not necessarily Advocates. In fact, your loyal customers may be your harshest critics. The classic example is the airline industry. Many members of frequent flyer programs go out of their way to blast the airlines they fly. Yet they continue to fly the same airline because they want to pile up points or because corporate travel policies require them to do so.

In one study by Zuberance, we found that 20% of a company’s loyalty program members were Detractors – they were highly unlikely to recommend the company to friends and colleagues.

Don’t assume that your loyal customers are Advocates. Identify your true Advocates now.