May 30 2024 17 mins
Customer Advocacy training starts June 10, 2024. Learn more and sign-up here:
https://www.impactdemy.com/courses/the-advocacy-program-eujun24
ON TODAY'S EPISODE:
In this enlightening episode of Impact Weekly, Johan and Lincoln unpack the intricacies of customer advocacy, focusing on the subtle yet powerful differences between earned and incentivized advocacy. They explore why genuine, unsolicited customer testimonials are more effective and how to encourage them. Additionally, they discuss the pitfalls of offering incentives for customer reviews and share how to frame the 'ask' to create more compelling and authentic advocacy.
THIS WEEK'S QUESTION:
“How can customers see the value in being advocates? What's in it for the customer?”
TOPICS BEING ADDRESSED:
- The psychology and implications of "earned" versus "incentivized" advocacy.
- Why putting a monetary value on a customer’s time can backfire when seeking reviews.
- Making the customer the 'hero' as a tactic for eliciting authentic, compelling stories.
QUOTES:
Lincoln Murphy (10:22): "We generally want earned advocacy rather than incentivized."
Johan Nilsson (11:07): "You put some sort of value on the time you request from the customer, and that can be really bad."
Lincoln Murphy (15:45): "The level of participation is going to be whatever the bare minimum is if it's incentivized."
Lincoln Murphy (17:33): "Whatever participation you do get, because it's earned, that participation is going to be so much more valuable."
Johan Nilsson (19:01): "When you make the customer the hero, you get really someone really engaged; it's a win-win."
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