What Does It Take to Turn a Customer Into a Brand Advocate?

By Steve Brubaker, InfoCision Chief of Staff

The next time you are on Facebook, Twitter or Instagram, keep an eye out for posts that openly promote products and services. You may see someone rave about a customer service experience he or she had with an airline, or a retail chain that went above and beyond to resolve an issue for someone.

The type of customer who would post something like this is called a brand advocate, or a social media influencer. They typically have many followers, and are very savvy about using social media to spread their messages.

But who are these people, and how can you convince them to rave about your company online?

Here’s the hard truth:

You can’t simply hire brand advocates. You have to develop them, by giving your customers positive experiences at every turn.

Why can’t you hire brand advocates? This wouldn’t be brand advocacy, but rather paid content which is something entirely different. While content can be effective, consumers can easily see through it — especially on social media outlets where branded content can appear to be somewhat jarring next to regular posts.

The real value in brand advocacy, in other words, is that it’s completely organic and unsolicited. A brand advocate is nothing more than a customer who is very excited about supporting a brand that he or she finds authentic and amazing.

Understand that the contact center plays a crucial role in customer development, but there is a caveat:  A contact center that is mismanaged can easily create the opposite of a brand advocate, which is sometimes called a brand saboteur. This is a customer who will go to great lengths to destroy a customer’s reputation. This type of customer can be very damaging, especially when a post goes viral for the wrong reasons.

At InfoCision, we help develop positive customer experiences by promoting the following core values:

Consistency: There is no room for slacking during customer interactions. Consistency and reliability is critical for success. Therefore, our Communicators are alert and ready to engage each and every time they pick up the phone or respond to an incoming message.

Good listening: Sometimes, it’s less important for an agent to be right and more important to listen to a customer’s problems and work towards a resolution. InfoCision’s Communicators are  always be friendly, easy to talk to and in tune with customers’ needs.

Teamwork and collaboration: Even the best customer care Communicators will occasionally require backup when working through tough customer challenges. At InfoCision, we offer small teams of Communicators who know how to work strategically as a team.

For more information about how InfoCision can help your company’s customer service strategy, click here.