Category Archives: Market Differentiation

Quantifying “Advocacy” from your Advocates

I was talking to the business owner of a mid-sized company this past week and he said something that really struck me as not only true for him, but is probably true for most of you as well. He said… We all know the proverbial 80/20 rule where we get 80% of our revenues from…

Advocates alreay know where you “live”…

Let’s say you are the CEO or Business Owner of a company and are attending a business or social luncheon and strike up a conversation with someone at the table.  You do the formalities of your name and company name and so forth and then start talking about either your business or why you are…

“Minority” Rules…

I was having a conversation the other day with the CEO of a well established company about business strategy for his company and how social media could play a role in helping them grow. There was a part of the conversation that really struck a chord with him and I think it will with other…

“Advocates” and “Satisfaction” don’t go together…

During my 8 years spent at Arthur Andersen (may they RIP) I lived in the world of “Customer Satisfaction” – both from providing it as a consulting service and as a measure of our own value to the clients.  It was HOT. And it was needed at the time.  People were clamoring to understand more…

Is “Advocacy” part of your Strategic Plan?

I have been helping companies develop their corporate and customer strategic plans for the past 15 years in one capacity or another.  This is a MUST HAVE for any business, regardless of size.  And when I talk about a “Strategic Plan” I am not referring to the type that is built by a consultant to…

Loyalty vs. Advocacy – Which is best?

This is a question I get asked quite a bit, “What is the difference between Loyalty and Advocacy, don’t you get one with the other?”  Unfortunately, the answer is no the majority of time. Loyalty is awesome.  Companies and organizations have put a lot of effort into trying to create Loyal Customers that will buy…

Advocates DON’T have to be Customers…

There is a key differentiator when it comes to Advocacy over anything else.  The interesting part of Advocacy is that someone doesn’t have to be a customer or even done business with you to be your Advocate.  This makes advocacy the most leveraged form of word-of-mouth available to any business. In the customer world, we…

“Promises Architecture” – foundation of Advocacy

If you read my bio or what this blog is all about, you will realize that I am all about helping people and businesses build advocacy.  While it started a long time ago when I was consulting in the areas of corporate strategy and customer experiences.  I never claimed to be the brightest person in…

When CRISIS can build LOYALTY…

One of the blogs I regularly follow is Seth Godin.  Why Seth?  He has a very no-nonsense way of putting things in plain english for all of us to understand about marketing, customers and a host of other interesting topics.  I was thinking the other day about a particular topic to talk about – how…

Customer Loyalty just doesn't happen…

One thing I have noticed over the years is how important something can be to someone and yet how little attention they give it.  Take for example a relationship with someone.  How many times do you see the relationship being neglected and taken for granted by the other person – only to wake up one…