MarketingProfs March 28, 2013 MarketingProfs Bill Lee How to Use a Customer Advocacy Program to Tap...

MarketingProfsMarch 28, 2013

Bill Lee

How to Use a Customer Advocacy Program to Tap Into Your Customer’s Hidden Budget

[email protected]©Copyright 2013 by Bill Lee


Disrupt Your Marketing

• Re-invent your Customer Value Proposition (Finally!)• Marketing should use (rather than fight with) human

nature! (Finally!)• Customer Advocacy need NOT be a favor.– (Corollary) You don’t need to bribe reward

advocates.• Relying on your products and services to deliver

superior Customer Experience: so 20th century!


3

Provide Products &

Services

Value to Customer Value to Firm

Pay $

WhatCustomer Does

Our 5,000 Year-Old Customer Value Proposition

WhatWe Do


Value to Customer

Valu

e to

Firm

Com

mod

ity

Reinvent Your Customer Value Prop (CVP)

Out

com

eTransaction

Loyalty

Growth

Growth

Accele

ration

Level 2 CVP

Level 4 CVP

?

?

??


Value to Customer

Valu

e to

Firm

Com

mod

ity

Out

com

eTransaction

Loyalty

Growth

Accele

ration

Level 4 CVP?

?



Value to Customer

Valu

e to

Firm

Com

mod

ity

Out

com

eTransaction

Loyalty

Growth

Accele

ration

Level 4 CVPPeer Influence

Advocacy



8

Activity Leads Customers Revenue ProfitsProfit

ImpactPurchasing $6,000 $2,400 $2,400

Costs to Support Catie’s Efforts <$5,000>TOTAL $50,321

Social Media(Blog, Tweets, Forums)

12 3 $24,000 $4,320$7,200Advocacy & Influence

Co-Market(Webinar, Video)

22 9 $61,680 $19,752$24,504

Advocacy & Influence

Company Events 16 9 $54,800 $11,000$24,400


Catie’s Prof. Assn. 15 8 $41,250 $13,200$16,500


Direct Referrals 11 8 $43,410 $12,049$16,623


21x her Impact as a Buyer

“Rockstar Advocate”


Illustrative example


Value to Customer

Valu

e to

Firm

Com

mod

ity

Out

com

eTransaction

Loyalty

Growth

Accele

ration


Advocacy


? ?


A Dream Customer Reference/ Advocate

Patty Morrison, CIO, Cardinal Health


“I WANT a relationship with you.”

Then the fun begins:

• Help me LEARN

• Build my REPUTATION

• Expand my AFFILIATIONS

• Give me a SAY.

Here’s how it looks:

• First get P&S right.


Best use of “Facebook”


Value to Customer

Valu

e to

Firm

Com

mod

ity

Out

com

eTransaction

Loyalty

Growth

Accele

ration


Advocacy


Emoti

on

Soci

al C

apita

l


Next Steps

• Identify Major Growth Challenge.• Put a Powerful Executive in Charge.• Reinvent Your Customer Value Proposition.– Find Your Rockstars

– Build their Social Capital

– Create Peer Influence (Positive Peer Pressure)


Resources

Go to www.customerreferenceforum.com/m-profs.php/

for additional resources:

• Deck for this presontation

• Article: “Marketing is Dead”

• Article: “5 Things Customers Can Do Better

Than You”

• Article: “Turn Your C-Level Customers Into Your Most Valuable Reference”

• Transcript: Conversation with Patty Morrison

• Video: “Creating Customer Defenders”

http://www.customerreferenceforum.com/smc.php

http://www.customerreferenceforum.com/smc.php


About Bill Lee

Bill Lee, President, Customer Reference Forum• Bill is the author of The Hidden Wealth of Customers,, published by

Harvard Business Review Press.

• Bill provides consulting, educational and research services to many of the world's top firms. His industry-leading conferences on customer engagement—including Customer Reference Forum and the Summit on Customer Engagement—attract leading firms such as Microsoft, Apple, Wells Fargo, Salesforce.com, Dell, EMC, McKesson, SAP, Red Hat, Oracle, SAS Institute, AmerisourceBergen ($70 billion health services), AT&T, Alcatel-Lucent, IBM and many others.

• Bill has written for a number of publications, including The Wall Street Journal, the Harvard Business Review Blog, Management Review, Organizational Dynamics, Executive Excellence and others.


Agenda

Q&A

MarketingProfs March 28, 2013 MarketingProfs Bill Lee How to Use a Customer Advocacy Program to Tap...

Documents

Transcript of MarketingProfs March 28, 2013 MarketingProfs Bill Lee How to Use a Customer Advocacy Program to Tap...