• KRCraft

    I’d likely be more of an WoM Advocate for this perspective if the above also directed Marketing to lsiten to, gauge, identify. target, and value the internal resources who are also WoM Brand/Partner/Customer advocates on SM channels.

    I believe that concept was suggested as sub-text, but it wasn’t clear.

    Customers as WoM advocates can usually provide specifics on human interactions that tipped the scales in favour of a WoM kudo, if asked. The prouct lone rarely leads to passionate choir singers.

    Were it me, I’d be doing cross analysis on Customer Advocate WoM entires to also identify and congratulate internal employees for their contributions.

  • Harish, rightly said.. Loyalty programs will still exist this platform will help organizations create the platform for customer advocacy…having said that I also believe that it’s high time that marketers start looking at creating the customer advocacy programs. My experience with some of the telecom operators in India makes me believe that the marketers are already working on this.
    I recently posted a blog on my site http://amiteshsrivastava.wordpress.com/2010/11/18/experiencing-customer-relationship-management-in-action/ where I discussed my experience with Vodafone India. Vodafone retweet that. I believe this is what advocacy will mean in its most unorganized form.
    Leveraging the digital media to create this solution is top agenda of most of the organization. This is evident from the presence that they have on these channels and the level of responsiveness that they show. My thoughts… let me know what you think

  • Harish, rightly said.. Loyalty programs will still exist this platform will help organizations create the platform for customer advocacy…having said that I also believe that it’s high time that marketers start looking at creating the customer advocacy programs. My experience with some of the telecom operators in India makes me believe that the marketers are already working on this.
    I recently posted a blog on my site http://amiteshsrivastava.wordpress.com/2010/11/18/experiencing-customer-relationship-management-in-action/ where I discussed my experience with Vodafone India. Vodafone retweet that. I believe this is what advocacy will mean in its most unorganized form.
    Leveraging the digital media to create this solution is top agenda of most of the organization. This is evident from the presence that they have on these channels and the level of responsiveness that they show. My thoughts… let me know what you think

  • Harish, rightly said.. Loyalty programs will still exist this platform will help organizations create the platform for customer advocacy…having said that I also believe that it’s high time that marketers start looking at creating the customer advocacy programs. My experience with some of the telecom operators in India makes me believe that the marketers are already working on this.
    I recently posted a blog on my site http://amiteshsrivastava.wordpress.com/2010/11/18/experiencing-customer-relationship-management-in-action/ where I discussed my experience with Vodafone India. Vodafone retweet that. I believe this is what advocacy will mean in its most unorganized form.
    Leveraging the digital media to create this solution is top agenda of most of the organization. This is evident from the presence that they have on these channels and the level of responsiveness that they show. My thoughts… let me know what you think

  • Harish, rightly said.. Loyalty programs will still exist this platform will help organizations create the platform for customer advocacy…having said that I also believe that it’s high time that marketers start looking at creating the customer advocacy programs. My experience with some of the telecom operators in India makes me believe that the marketers are already working on this.
    I recently posted a blog on my site http://amiteshsrivastava.wordpress.com/2010/11/18/experiencing-customer-relationship-management-in-action/ where I discussed my experience with Vodafone India. Vodafone retweet that. I believe this is what advocacy will mean in its most unorganized form.
    Leveraging the digital media to create this solution is top agenda of most of the organization. This is evident from the presence that they have on these channels and the level of responsiveness that they show. My thoughts… let me know what you think

  • I agree with KRCraft. Internal resources are extremely important to the word-of-mouth equation. A customer who is treated well by a member of your staff will be your company’s most vocal advocate, within his/her own company and in future positions.

  • Thanks @KRCraft for visiting my blog and for your comment. Greatly appreciated:

    I agree with you that companies need to pay attention to employees who are also Brand/Partner/Customer advocates on Social Media and reward those employees who contribute the most to favorable WOM from customers/prospects.

    Thanks again for your comment,

    Harish Kotadia, Ph.D.

  • Thanks @amitesh1978 for your comment. Greatly appreciated:

    Good to know that telecom operators in India are already working on this. Biggest challenge in is how to streamline internal processes, for example Twitter team may commit something, but rest of the organization has to deliver on what has been said by Twitter support team. Those organizations who streamline their internal processes with outward focus will emerge as winners.

    Thanks again for your comment, much appreciated.

    Harish Kotadia, Ph.D.

  • Thanks Sheila for your comment. Greatly appreciated:

    I agree with you that “Internal resources are extremely important to the word-of-mouth equation”. Companies need to pay attention to employees who are also Brand/Partner/Customer advocates on Social Media and reward those employees who contribute the most to favorable WOM from customers/prospects.

    Thanks again for your comment,

    Harish Kotadia, Ph.D.

  • Billv

    Why not have both?  Or have one feed the other?  For example, if a customer refers someone to your business through a social networking site, and that person joins your loyalty program, the original customer gets a reward.

  • You are right. Rewards/Loyalty program should be designed as you suggested.

    Thanks for sharing your views!

    Harish Kotadia, Ph.D.

  • A loyalty program is not necessarily separate from a customer advocacy program. Loyalty and customer advocacy can be combined.

    For example, our loyalty programs actually integrate word of mouth behaviours on social networks and more, while tracking such behaviour with in-depth analytics.

    Therefore, one does not preclude the other.

  • A loyalty program is not necessarily separate from a customer advocacy program. Loyalty and customer advocacy can be combined.

    For example, our loyalty programs actually integrate word of mouth behaviours on social networks and more, while tracking such behaviour with in-depth analytics.

    Therefore, one does not preclude the other.

  • Thanks for sharing your thoughts:

    I agree with you that “A loyalty program is not necessarily separate from a customer advocacy program” and that both can be combined. What I have tried to emphasis in this post is that in Social Age, it is not just enough to focus on loyalty (repeat purchase) but marketers should also understand importance of advocacy and leverage social media channels through customer advocacy.

    Hope this helps,

    Harish Kotadia, Ph.D.

  • Harish:  nice post supported by good facts and a posing an engaging “either/or” question to create discussion.

    Simply put, I would suggest it is a “Both/And” situation; not “either/or”.

    Customer loyalty programs are well established and ingrained into most consumer’s behavior.  Who goes to the grocery store these days without a rewards card?  Who doesn’t have a frequent flyer number when they fly?  Who doesn’t have their credit card linked to a loyalty program?  Loyalty programs can be, and are, quite successful for many companies. 

    Having said that, Customer Advocacy is emerging and companies need to understand how to leverage the power of their MOST loyal customers whether it is by: i) capturing WOM comments in social media, ii) requesting testimonials, references and referrals, or iii) developing special levels of loyalty rewards/benefits for the biggest advocates.