MarketingProfs March 28, 2013 MarketingProfs Bill Lee How to Use a Customer Advocacy Program to Tap Into Your Customer’s Hidden Budget

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Presentation transcript:

MarketingProfs March 28, 2013 MarketingProfs Bill Lee How to Use a Customer Advocacy Program to Tap Into Your Customer’s Hidden Budget ©Copyright 2013 by Bill Lee

©Copyright 2013 by Bill Lee Disrupt Your Marketing Re-invent your Customer Value Proposition (Finally!) Marketing should use (rather than fight with) human nature! (Finally!) Customer Advocacy need NOT be a favor. – (Corollary) You don’t need to bribe reward advocates. Relying on your products and services to deliver superior Customer Experience: so 20 th century!

©Copyright 2013 by Bill Lee Provide Products & Services Value to Customer Value to Firm Pay $ What Customer Does 3 Our 5,000 Year-Old Customer Value Proposition What We Do

©Copyright 2013 by Bill Lee Value to Customer Value to Firm Commodity Reinvent Your Customer Value Prop (CVP) Outcome Transaction Loyalty Growth Growth Acceleration Level 2 CVP Level 4 CVP ? ? ? ?

©Copyright 2013 by Bill Lee Value to Customer Value to Firm CommodityOutcome Transaction Loyalty Growth Acceleration Level 4 CVP ? ? Reinvent Your Customer Value Prop (CVP)

©Copyright 2013 by Bill Lee

©Copyright 2013 by Bill Lee Value to Customer Value to Firm CommodityOutcome Transaction Loyalty Growth Acceleration Level 4 CVP Peer Influence Advocacy Reinvent Your Customer Value Prop (CVP)

©Copyright 2013 by Bill Lee ActivityLeadsCustomersRevenueProfits Profit Impact Purchasing$6,000$2,400$2,400 Costs to Support Catie’s Efforts TOTAL$50,321Social Media (Blog, Tweets, Forums) 123$24,000$4,320$7,200Advocacy & Influence Co-Market ( Webinar, Video) 229$61,680$19,752$24,504 Advocacy & Influence Company Events169$54,800$11,000$24,400 Advocacy & Influence Catie’s Prof. Assn.158$41,250$13,200$16,500 Advocacy & Influence Direct Referrals118$43,410$12,049$16,623 Advocacy & Influence 21x her Impact as a Buyer 8 “Rockstar Advocate” Level 4 Reinvent Your Customer Value Prop (CVP) Illustrative example

©Copyright 2013 by Bill Lee Value to Customer Value to Firm CommodityOutcome Transaction Loyalty Growth Acceleration Level 4 CVP Peer Influence Advocacy Reinvent Your Customer Value Prop (CVP) ??

©Copyright 2013 by Bill Lee A Dream Customer Reference/ Advocate Patty Morrison, CIO, Cardinal Health

©Copyright 2013 by Bill Lee “I WANT a relationship with you.” Then the fun begins: Help me LEARN Build my REPUTATION Expand my AFFILIATIONS Give me a SAY. Here’s how it looks: First get P&S right.

©Copyright 2013 by Bill Lee Best use of “Facebook”

©Copyright 2013 by Bill Lee Value to Customer Value to Firm CommodityOutcome Transaction Loyalty Growth Acceleration Level 4 CVP Peer Influence Advocacy Reinvent Your Customer Value Prop (CVP) Emotion Social Capital

©Copyright 2013 by Bill Lee Next Steps Identify Major Growth Challenge. Put a Powerful Executive in Charge. Reinvent Your Customer Value Proposition. – Find Your Rockstars – Build their Social Capital – Create Peer Influence (Positive Peer Pressure)

©Copyright 2013 by Bill Lee Resources Go to for additional resources: Deck for this presontation Article: “Marketing is Dead” Article: “5 Things Customers Can Do Better Than You” Article: “Turn Your C-Level Customers Into Your Most Valuable Reference” Transcript: Conversation with Patty Morrison Video: “Creating Customer Defenders”

©Copyright 2013 by Bill Lee About Bill Lee Bill Lee, President, Customer Reference Forum Bill is the author of The Hidden Wealth of Customers,, published by Harvard Business Review Press. Bill provides consulting, educational and research services to many of the world's top firms. His industry-leading conferences on customer engagement—including Customer Reference Forum and the Summit on Customer Engagement—attract leading firms such as Microsoft, Apple, Wells Fargo, Salesforce.com, Dell, EMC, McKesson, SAP, Red Hat, Oracle, SAS Institute, AmerisourceBergen ($70 billion health services), AT&T, Alcatel-Lucent, IBM and many others. Bill has written for a number of publications, including The Wall Street Journal, the Harvard Business Review Blog, Management Review, Organizational Dynamics, Executive Excellence and others.

©Copyright 2013 by Bill Lee Agenda Q&A