How to engage brand advocates?
Feb. 23, 2019, 5:08 p.m.
Lawyers (advocates) of the brand are satisfied customers who actively recommend to other people products or services that they like, and free of charge defend the interests of their beloved company. A brand advocate is a kind of indicator of satisfaction, trust, and loyalty, loyalty to the brand. Indeed, the positive experience of consumer interaction with the brand is a key factor in the emergence of supporters in the brand.
5 KEYS TO SUCCESSFUL "CREATING" BRAND LAWYERS
- Focus on the fact that the client should receive joy already from the first contact with the company
Surprise customers by exceeding their expectations, and provide a positive emotional connection. Every brand lawyer was delighted with the product and/or service. Emotional communication leads to passionate enthusiasm, which manifests itself when customers talk about their company with friends or colleagues.
- Offer something valuable besides the product or service itself.
For example, give customers useful and interesting information on the website, blog, social networks, etc. Show that you are an expert in your field and your products or services should be protected.
- Take care of consistent customer experiences
As a rule, clients interact with various departments of the organization and through several channels. For example, users communicate with different employees when they make purchases, when they receive support, etc. Therefore, it is important that there are continuity and consistency at all stages of the organization’s intersection with the consumer: this causes trust. Brand advocates need to be confident that other clients will receive the same positive agreed experience as they do.
- Aim for a high degree of customer satisfaction
Increasing customer satisfaction will help attract more supporters to you because a satisfied customer will tell others about your company. Give employees the opportunity to exceed customer expectations, measure and track customer satisfaction, focus on ensuring that the customer has excellent impressions about the company.
- Promote the brand
By making efforts to increase customer satisfaction and trust, you are “cultivating” brand advocates who will bring significant company benefits. Together with you, they will “work” on creating a positive brand image.