Customer Advocacy mirrors the cultural transformation towards an advanced customer orientation. A customer who acts as an ambassador for a brand represents the trust of that customer in a company. It reflects the ability of a company to build sustainable customer relationships and emotional connections with customers. It’s ability to generate positive word-of-mouth; decrease marketing, acquisition and operational cost; increase the value perceived by customers and generate profitable growth.

Ambassadorship of Customers and Employees

Emotional loyalty of customers translates into their advocacy. Employee advocacy precedes customer advocacy. How the organization makes employees feel about the company is key to how they make other people feel. Whether it’s customers they serve or family and friends at a party or in an online social environment.

Bottom-line Impact

Behavior of employees and customers not only impacts the reputation and the image of a brand, but also has a material impact on the financial results of a company.

The organizational embedment and the sustainability of emotional loyalty improves significantly by making the correlation visible and measurable between behavior (of employees and customers) and the financial goals of a company. It starts with measuring the right performance indicators, but, key is also to offer people within the organization the ‘big picture view’ so that they understand their role, can learn to interpret their contribution to the bigger picture and translate their insight into action to improve where it really matters, both to the company and the customers they serve.

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