Turning Customers to Brand Advocates

When I bought my first car two years ago, I had the challenge of getting a trustworthy auto mechanic. Finally, I got one and made up my mind to relate with him like every other service provider I deal with- get my service rendered and pay the agreed amount. However, as time went on, I found myself referring my friends to him. I became his brand advocate, not because of the fact that he’s very good- and he’s really good- but because he always exceeds my expectations.
Soon after he started working for me, he made me realize that he would never pass the buck, or venture into an area that’s not within his area of specialization. However, for those issues he couldn’t handle, he recommended specialists whom he could easily work with. That way, his workshop became a one-stop repairs/service place for me. He went out of his way to retain my patronage by giving me the convenience I didn’t even ask for. My mechanic would have been satisfied with making me a loyal customer, but he went a step further by making me a brand advocate.

Every organization always strives to take its customers to the ‘brand advocate’ level of loyalty. This is the level where customers’ recommendations and referrals outdo the organization’s adverts by miles- and the achievement of the objective is highly dependent on excellent customer service. Apart from sounding courteous and displaying efficiency, we must also learn to provide alternatives whenever customers’ requests are not readily available rather than scare them away.

Most importantly, it is important that customer service professionals be proud of their brand. If we are not proud of the brand we represent, how do we convince others to believe in our brand? Competition is getting tougher by the day, and the only way to stay one step ahead is to ensure that customers are not given any reason to consider giving the competitors a try- and this is what excellent customer service is about.

Be a brand ambassador, so that your customers can become brand advocates. Have a great week.