Customer Advocacy

Customer advocacy occurs when your customers actively recommend you to others

Customer advocacy is so much more than word of mouth – it’s a mix of understanding customer needs, interpreting value perceptions, motivations and behaviour and then using that understanding to leverage the relationship the customer has with you, their supplier.

But advocacy doesn’t just happen on its own. It is a strategic marketing objective that dictates your customer needs to have a unique and compelling customer experience with you at every touch point. The clear implication of this is that every element of your organisation must fully participate in its development – from front-line sales and order fulfillment to credit control. So responsibility for it doesn’t begin and end with the marketing function. It’s bigger than that – but worth the effort.

Advocacy is the only customer measure that truly matters as it has a strong and proven correlation with improved business performance.

Understanding what drives advocacy helps companies avoid over-promising and under-delivering.

Many companies continue to measure their customers experiences using customer satisfaction studies. Whilst better than nothing, SynGro recognises that there are fatal flaws in customer satisfaction studies.

	They deliver numbers - not information, not understanding and not knowledge.
	They give answers to questions you’ve asked. That’s not the same as listening to what your customer wants to say – it’s not even close.
	They don’t produce any actionable outcomes (so what was the point of doing it in the first place?)

SynGro’s Customer Advocacy Programme (SynGroCAP™) is different. Very different.

Our goal is to drive your customers up the satisfaction scale towards advocacy by taking a customer’s view of your business. Imagine having a sales force that costs relatively little to maintain, has first hand knowledge, a wide range of contacts and enormous credibility in the marketplace. Now imagine what that sales force could do for your top line revenues and your bottom line profit.