The people you serve can become your biggest advocates

In today’s competitive business landscape, companies are always looking for innovative ways to stand out and achieve sustainable growth. While marketing strategies, technological advancements, and competitive pricing all play crucial roles, one of the most powerful and often underutilized tools is the genuine advocacy of satisfied customers. When businesses excel in serving their customers, those customers naturally transform into passionate advocates who promote the company’s products or services to others. Let's explore why the people we serve well become our biggest advocates and why fostering this relationship is essential for long-term success.

The Power of Personal Experience

At the core of advocacy is personal experience. When a customer has an outstanding experience with a business, whether through exceptional service, high-quality products, or meaningful interactions, that experience leaves a lasting impression. Humans are hardwired to share positive and impactful moments with others, especially in an age where social media and online platforms amplify the reach of personal recommendations. A customer who feels valued and appreciated by a business will naturally want to share their experience, becoming a vocal supporter.

Just recently, I had an experience that reminded me of the importance of developing advocates by showing others value.  In fact, it was my sister-in-law who served as my advocate.  

While chatting with her, she mentioned to me that she recommended Platform Launchers to a member of her extended family.  I certainly thought that was nice, and as I thought about the fact that she had done that, it dawned on me that she wouldn't have done something like that if she was convinced that I was going to treat the person she gave the recommendation to exceptionally well.

Unlike traditional advertising, word-of-mouth advocacy has more value that many people initially realize.  One of its greatest benefits if the fact that it is perceived as authentic and trustworthy. Studies consistently show that consumers trust recommendations from friends and family far more than they trust branded marketing campaigns. A glowing testimonial from a satisfied customer carries an inherent credibility that no advertisement can replicate.

Emotional Connection and Loyalty

Serving customers well often goes beyond simply meeting their needs; it involves creating an emotional connection. Businesses that prioritize empathy, understanding, and personalized interactions foster loyalty and build strong relationships with their customers. When customers feel an emotional bond with a brand, they are more likely to remain loyal and enthusiastic about promoting it to others.

Consider companies like Apple, Landsend, or Kajabi. These brands have cultivated a deep emotional connection with their customers by consistently exceeding expectations and creating memorable experiences. As a result, their customers don’t just purchase products—they become loyal advocates who eagerly promote the brand to their friends, family, and social networks.

Advocacy as a Reflection of Trust

Trust is the foundation of any strong relationship, and the business-customer relationship is no exception. When a business consistently delivers on its promises and goes the extra mile to ensure customer satisfaction, it builds trust. Customers who trust a brand are more likely to endorse it to others because they feel confident in the company’s ability to deliver the same positive experience to their peers.

Trust also minimizes the perceived risk of recommending a product or service. When customers believe in a brand’s integrity and reliability, they are more comfortable putting their reputation on the line by advocating for it. This trust-driven advocacy becomes a cycle that attracts more loyal customers, further strengthening the business.

The Ripple Effect of Advocacy

One of the most compelling reasons to prioritize excellent service is the ripple effect of customer advocacy. A single satisfied customer has the potential to influence many others. For instance, a customer who shares their positive experience on social media can reach hundreds or even thousands of people. I often see this take place when I release a new book or a course.  The people I've served well in the past often tag me in recommendations they make online.

This ripple effect is magnified when advocates belong to communities or networks where their opinions carry weight. Influential customers like industry leaders, bloggers, or social media influencers, can amplify the reach of their advocacy and introduce a brand to entirely new audiences.

Reduced Marketing Costs

Advocacy also has a direct impact on a business’s bottom line. Acquiring new customers through traditional marketing methods can be expensive and time-consuming. In contrast, advocacy-driven growth relies on organic, unpaid recommendations. Satisfied customers essentially become a company’s marketing team, spreading positive word-of-mouth without the need for significant financial investment.

This doesn’t mean businesses can completely forego marketing efforts, but it does mean that investing in excellent customer service and creating memorable experiences can lead to more cost-effective and sustainable growth. When a business focuses on serving its customers well, it’s effectively planting seeds for future advocacy that will continue to yield benefits over time.

How to Turn Customers into Advocates

To transform satisfied customers into vocal advocates, businesses need to adopt deliberate strategies that prioritize customer experience and relationship building. Here are some key approaches:

1. Deliver Consistent Quality

Consistency is key to building trust and loyalty. Ensure that your products, content, or services meet or exceed customer expectations every time. A consistent track record of excellence reassures customers that their positive experiences weren’t just one-offs.

2. Personalize the Experience

Customers appreciate businesses that treat them as individuals rather than just transactions. When possible, tailor your offerings and interactions to each customer’s preferences and needs. Personalization fosters a sense of connection and makes customers feel valued.

3. Actively Seek Feedback

Listening to your customers is essential for continuous improvement. Encourage them to share their opinions, whether through surveys, reviews, or direct conversations. Not only does this show that you value their input, but it also provides valuable insights for enhancing your offerings.

4. Respond to Issues Promptly

Even the best businesses encounter challenges and mistakes. What sets exceptional businesses apart is how they handle these situations. Addressing customer concerns promptly, professionally, and empathetically can turn a negative experience into a positive one, reinforcing trust and loyalty.

5. Show Gratitude

A simple “thank you” can go a long way. Whether it’s a handwritten note, a personalized email, or a small token of appreciation, showing gratitude for your customers’ support strengthens your relationship and encourages advocacy.

6. Encourage Sharing

Make it easy for satisfied customers to share their experiences. This could involve creating shareable content, offering referral incentives, or providing platforms for reviews and testimonials. The more accessible you make the advocacy process, the more likely customers are to participate.

Real-World Examples

Many successful companies owe a significant portion of their growth to customer advocacy. Take Tesla, for instance. Without relying heavily on traditional advertising, Tesla has built a loyal fanbase that eagerly promotes its vehicles. This is largely due to the company’s commitment to innovation, quality, and exceptional customer service.

Another example is Airbnb, which thrives on peer-to-peer recommendations and reviews. By focusing on creating memorable travel experiences and empowering hosts to deliver outstanding service, Airbnb has cultivated a global network of advocates who trust and promote the platform.

The Long-Term Impact of Advocacy

Customer advocacy is more than just a short-term marketing strategy; it’s a long-term investment in a business’s reputation and success. Advocacy strengthens brand loyalty, attracts high-quality customers, and creates a positive cycle of growth.

The people we serve well become our biggest advocates because their positive experiences inspire trust, loyalty, and enthusiasm. By focusing on delivering exceptional service, building emotional connections, and fostering trust, you can create a network of passionate advocates who will help your business or online platform succeed. In an era where authenticity and personal connections matter more than ever, customer advocacy is a powerful force that no business can afford to overlook.