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Curation, Social Business and Beyond
Covering the ongoing evolution of curation & beyond; the impact & innovation http://xeeme.com/JanGordon
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Why You Need to Know the Difference Between Customer Loyalty and Advocacy

Why You Need to Know the Difference Between Customer Loyalty and Advocacy | Curation, Social Business and Beyond | Scoop.it
Customer Loyalty and Advocacy are Not Interchangeable Concepts - A loyal customer is not necessarily an advocate...
janlgordon's insight:

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?”


Business Tips:

- Have a cross-over strategy that provides the account and customer service teams with the expectations that were set by the sales team.


Loyalty


A loyal customer ignores hiccups or interruptions in meeting their expectations and rarely seeks alternatives.


Advocacy


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.


Takeaway:


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.


Selected by Jan Gordon for Curatti covering "Curation, Social Business and Beyond"


Read full article here: [http://bit.ly/12LD316]



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snappstare's curator insight, July 13, 2013 7:12 AM

fairly obvious, but always good to remind ourselves of the factors between loyalists and advocates of a brand

Topmostviral's curator insight, July 16, 2013 3:59 AM

Loyalty or advocacy

Patricia D. Sadar - Career and Leadership Acceleration Coach's comment, August 23, 2013 9:33 AM
Thank you for your insights! Donna, whether we are talking about a library or any other business. I think that it all depends on who my customers are. Who are they, what is important to them, and how can I add value. How can we as a business adapt, evolve, and respond to what our customer need from us. The art of story telling helps us to communicate in a way that we not only reach the minds of our audience...we also connect emotionally.
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The Intention Economy - Where Customers Take Charge

The Intention Economy - Where Customers Take Charge | Curation, Social Business and Beyond | Scoop.it

Oliver Marks  reviews  Doc Searle's latest book,  The Intention Economy  customers will be in control of their own data, vendors and choices.choose who they do business with


'"Finally a thoughtful, hype free book worth reading about digital marketing, the relationships we have with vendors and a vision for a better future"


In essence:


…A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.


The Intention Economy gets perspectives back on track with a credible vision of a world where you are in complete control of your digital persona and grant permission for vendors to access it on your terms and pitch bids for products or services you are interested in buying - essentially you publish a ‘Request For Proposal’ (RFP) for what you are looking for.


**Digital agents applications work for you to signal your needs which vendors then respond to, scrabbling to compete for your business.


**It’s a vision which is heavily weighted towards individual rights and quality of service - an area the rapidly growing and mutating Customer Relationship Management (CRM) market currently serves and which is valued at eighteen billion dollars in 2012.


Where CRM often seeks to ‘lock in’ and ‘own’ you, flipping over to a ‘VRM‘ model would empower you and give you greater control over your relationships and choices. ‘Caveat venditor - let the seller beware‘ says the book blurb.


There are two benefits to reading this book:


**one is understanding how collective action could result in more control of your digital footprint, data and buying power, 


**understanding what more effective marketing interactions with prospects can look like.


Selected by Jan Gordon covering, "Exploring Change Through Ongoing Discussions"


Read full article here: [http://www.zdnet.com/blog/collaboration/the-intention-economy/2490]

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How to Give Your Brand a Voice that Keeps Them Coming Back

How to Give Your Brand a Voice that Keeps Them Coming Back | Curation, Social Business and Beyond | Scoop.it

This wonderful piece is from Ignite who has given us some excellent tips on how to develop a voice for your brand that is clear, unique and speaks to your clients, customers or audience in a way they understand.


Whether you're new to social media or have been around for a while, this article can help you polish and  clarify who you are and why people should buy your products or services, read your blog and be part of your community.


Do a Self-Evaluation


Here are a few good starter questions:


*What are the qualities/attributes that I want to be associated with my brand?


*What are my goals for communicating with fans on social channels (forming favorable impressions, providing technical expertise, etc.)?


*What are some of the strengths of my business/why does my product appeal to consumers?


Here are some highlights:


Compile Your Brand Lexicon - Terms or Phrases that you (the brand) use to talk about yourself.


The list should include:


*Current Advertising taglines & trademarked phrases


*Terms you use as a brand to describe your product


*Words you would like the consumer to asociate with your product


 Listen to your fans & adapting your communication strategies will be key in the evolution of your brand voice over time.


Takeaway:


A successful brand voice will be one that stays true to your core values & messaging while encoraging dialogue from your fan base


After engaging with your community, your brand voice should adapt based on feedback from them but always be a reflection of your brand identity.


Selected by Jan Gordon covering "Curation, Social Business & Beyond"


Read full article here: [http://bit.ly/RLOnGf]
 

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janlgordon's comment, November 5, 2012 3:08 PM
Thank you John van den Brink - much appreciated!!
John van den Brink's comment, November 5, 2012 5:22 PM
You're welcome Jan. Great post!