12 December 2017
There is no better time in marketing to harness the power of advocacy.
Highlighting your brand advocates who use and love your products and services and amplifying these positive endorsements is the ultimate achievement.
Organizations, both big and small, are making significant investments focused on featuring the ‘voice of the customer’ to tell the brand story and speak to the benefits they experienced. However, competition is making it difficult to stand out.
For many, customer reference stories live only in central case study libraries, which are doing them no good. They need to be discoverable throughout the customer journey. Modern customer reference programs now need to serve this information through a wide number of channels.
Organizations need to identify ways to differentiate themselves from the growing noise from its competitors. The process is no small feat.
The drivers of credibility
To help businesses evolve their advocacy programs, Metia published The Customer Reference Program Performance Study 2017. The research analyzes the key performance attributes of 13 major technology brands and the comparative effectiveness of their customer advocacy and reference programs against seven drivers of success which are:
Opportunities to differentiate
The insights in this study clearly point to specific strategies and tactics to optimize experiences for advocacy throughout all stages of the customer journey. Additionally, the research delivers guidance for brands on how to build a more effective customer advocacy program and opportunities to differentiate its customer stories from competitors.