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It's all about Customer Advocacy

Customer service and customer satisfaction is a thing of the past. Don’t get me wrong, they are still very important factors in any business, however, every business should now know the key components to achieving great customer service and how they can keep their customers satisfied.

There is now a big shift towards businesses building customer advocacy. That is, encouraging your customers to make recommendations for your brand over that of a competitor.

In a blog post listing predictions for businesses in 2013, the consulting firm Forrester states that it expects companies to focus on emotional insights to drive customer advocacy and loyalty.

Why build customer advocacy?

  • Customers will spend more per transaction with the business
  • Customers are likely to recommend the business to others
  • Customers will have a high level of loyalty to the business
  • Customers will have confidence in the business
  • Customers will feel a sense of belongingness in doing business with the business

Word of mouth is a very powerful marketing tool when used correctly. In today’s digital world, word-of-mouth can spread like wildfire, whether it is positive or negative. The use of social media platforms such as Facebook and Twitter makes it so much easier to tell others of your experience. Before social media, reports suggest that a customer who has received a poor customer service experience tends to tell about five others about it. Now with a single Facebook post hundreds of friends are able read up about the service experience and chime into the conversation.

Below is a FANTASTIC example of where one store manager of Woolworths has served a customer above and beyond their expectations. To acknowledge the unbelievable service, the customer wrote this on Woolworths’ Facebook page: (please take a deep breath…)

“I just wanted to commend the store manager at Woolworths Gawler, Jeff. I went into the store today to buy a few things for dinner. Got home and started cooking and opened up the sour cream that I just bought and it looked off. So I rang the store to complain and Jeff answered the phone. I told him that I had just bought this sour cream and it is off, he said he was so sorry and asked me where I lived. I was just expecting for him to tell me to come back in and collect another one, but without hesitation he asked me where I lived and said yep no worries I’ll drop one off to you in ten mins and give you a full refund. I was gob smacked! He then asked me what the used by date was so that he could check a few others to make sure there wasn’t going to be another problem. All I was expecting was for him to write a note at the front desk so that when I got a chance I could go in and get a refund. I mean it was only $1.60. He rocked up within ten minutes and gave me not one but two tubs of sour cream just incase another one was bad and then gave me a $10 gift card for my troubles. I cried. I tried to give him a bottle of wine for his trouble telling him that he had gone above and beyond anything that I ever expected. He refused and said he would get more pleasure from knowing I would enjoy it with my family over Christmas. Bless him. I have never had this level of customer service before and will never forget this. Will forever recommend Woolworths Gawler to all my friends and family. Xxxxx Thank you Jeff.”

This Facebook post was created on the 5th December 2012. A fortnight later, the post was ‘Liked’ over 9200 times and there have been over 650 comments left by other customers. This is the result of just one man in one store – Jeff at Woolworths Gawler. Imagine if all 1000+ Woolworths stores in Australia and New Zealand combine their efforts to provide the level of service that Jeff did…

Mystery Customer Pty Ltd is an Australian Mystery Shopping Company providing businesses with insights into what their customers really think as well as being able to check compliance. Our Customer Voice program can help you find out what your existing customers think of your business. You can also use our Mystery Shopping programs to audit a wide range of customer service issues.

For more information about our Mystery Customer Pty Ltd please visit www.mysterycustomer.com.au or call us on 1300 60 1234.

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