Customer Loyalty and Advocacy are Not Interchangeable Concepts - A loyal customer is not necessarily an advocate...
This wonderful piece was written by Sam Fiorella. As he states in the original title of this article "Customer Loyalty and Advocacy are not Interchangeable" Not understanding this can hurt your business.
Here are some highlights that caught my attention:
The Post-Purchase Customer Life Cycle
Each business will have its own post-purchase life cycle stages; however, the most common stages applicable to all businesses are satisfaction, loyalty, and advocacy.
1. Satisfaction. Customers experience a sense of worry or fear when a product is first purchased. “Did I make the right decision?” or “Did I pay too much?”
- Have a cross-over strategy that provides the account and customer service teams with the expectations that were set by the sales team.
A loyal customer ignores hiccups or interruptions in meeting their expectations and rarely seeks alternatives.
Advocacy. After loyalty has been firmly established, a customer may be moved into the advocacy stage; however this is the most difficult transition to make..
Advocates, on the other hand, will voluntarily offer their time and resources to share their love of your brand with their peers, without expectation of recognition or reward. but they don’t offer this up easily.
Too few businesses understand the value of building the customer relationship post-purchase, let alone the specific stages in that post-purchase path.
Breaking down these stages – and the touch points within each stage – is critical to growing a powerful advocate army.