Word of Mouth Rule #8: Advocates are your Most Valuable Customers

WOM_RulesAdvocates are 2X to 3X more valuable than average customers, according to studies by Yahoo!, Comscore, Zuberance than others. Why?

  • •  Advocates drive sales. Advocates not only are about twice as likely to recommend their purchases to friends than non-Advocates, but their friends also buy the recommended products two to three times more often. (see chart below from Yahoo! and Comscore)
  • •  Advocates are lead gen engines. In many companies, Advocates generate 80 to 90 percent of the referral leads (source: loyalty guru Fred Reichheld.) Ask your salespeople where their best leads come from. No doubt, the best leads come from existing customers.
  • •  Advocates are Word of Mouth machines.