Telling Five Friends Harnessing Growth through Customer Advocacy
1. Telling Five Friends
Harnessing Growth through
Customer Advocacy
Joe Allan
Head of Customer Insight
Strategy and Marketing
September, 2011
2. Topics for discussion
Customer Advocacy, Degrees of Separation, Spheres of Influence
Influence of family and friends
Be your own restaurant critic
Net Promoter® Score
“Good Profits” vs “Bad Profits”
Customer Advocacy Equation
Who do you adovcate?
“Fair Banking” agenda
CUA’s advocacy position
Low versus High Involvement Products
Social Network Analysis
Value opportunity
In Conclusion
6. Net Promoter® Score
“The one number you need to grow”
The “Golden Rule” – treat others as you expect to
be treated
The Question:
“How likely is it that you would recommend
Company X to a friend or colleague?”
7. “Good Profits” vs “Bad Profits”
Detractors drive “Bad Profits”
They cut back on purchases
Switch to the competition
Spread negative word of mouth over the
Global PA System: the Internet
Promoters drive “Good Profits”
They willingly come back for more
Tell family, friends and colleagues to do
business with you
Become part of your Marketing Department
(for free!)
Understanding who are your Promoters and who are your Detractors is key
Companies seeking to grow must increase %Promoters and Decrease
%Detractors
21. In Summary
To Harness growth through Customer Advocacy, need to consider:
Who are your Promoters?
Who are your Detractors?
Understand how these are connected in Social Networks
How to reward, recognise and/or incent your Promoters
Measure results and continue to improve