The Untapped Potential of Social Proof through Earned Advocacy

Hold on a second. You’re smart; you’ve got your finger on the pulse of Customer Success, and you’re up to your ears in metrics, strategies, and buzzwords.

But let’s cut through the noise for a moment.

If you’re not focusing on genuine, earned customer advocacy, you’re leaving an unparalleled opportunity on the table.

You know it, I know it, we all know that advocacy is not just another KPI to tick off—it’s the seismic shift that can catapult your brand into a new dimension of customer loyalty and value.

This isn’t mere strategy; it’s transformative.

Now, are you ready to dig in?

Customer Success Podcast: Impact Weekly Episode 46

If you want to go deep on this topic, listen to this episode of our Customer Success podcast, Impact Weekly, that comes out every Wednesday. You can listen below or on your favorite podcast app:

The Power of Social Proof: Authentic Advocacy That Scales

Let’s pause for a second and ask a simple question: Why do people trust recommendations from their peers more than they do traditional advertising?

The answer is social proof, the unsung hero of customer advocacy.

Yet, for something so impactful, it’s often woefully underestimated. Social proof goes beyond mere validation; it acts as an invisible yet powerful nudge, steering potential customers toward positive actions. We’re talking testimonials, reviews, and even those ‘behind-the-scenes’ referrals that don’t make the limelight but are absolute gold in influencing decisions.

Here’s the kicker. You might be thinking, “Great, I’ve got some five-star reviews, my work here is done.” Nope, not even close. The brilliance of social proof lies in its dynamism—it’s not a one-and-done deal. It needs to be cultivated, harvested, and re-cultivated, in a constant cycle that feeds itself.

Social proof is not a static accomplishment; it’s an evolving ecosystem that requires active tending to stay robust.

And remember, not all social proof is created equal.

A one-off positive review is good, but a consistent stream of genuine, impactful endorsements? That’s the magic formula. In the end, it’s not just about accumulating social proof, but about leveraging it to sustain a culture of advocacy that thrives on authenticity.

So, while you’re obsessing over metrics, remember this: numbers may provide the skeleton, but social proof gives it life.

Earned Advocacy is the Ultimate Social Proof

You’ve heard it time and again: customer advocacy is the ultimate goal.

But let’s stop beating around the bush; it’s not about happy customers alone. It’s about customers who become a part of your brand’s DNA.

We’re not aiming for satisfied customers who’ll simply leave a nice review. We’re going after what’s real—customers who find such deep value in your service that advocating for you becomes second nature. It’s a difference of night and day.

Progress Milestones and Key Events: The Markers of Genuine Connection

Okay, let’s shed the jargon. Progress Milestones and Key Events aren’t checkboxes on a to-do list; they’re the aha moments where the customer says, “I get it now.”

These are the points where value transcends from being ‘perceived’ to ‘experienced.’

That’s right, we’re talking about moments that are tattooed into the customer journey, moments that don’t just measure progress but define it.

No smoke and mirrors—this is the genuine stuff.

Creating an Environment for Advocacy: It’s Not a Campaign, It’s a Culture

Let’s demystify this: earned advocacy doesn’t just happen; it’s crafted.

It’s the culmination of the authentic relationships you build, one interaction at a time. So, what’s the magic recipe?

It’s more than just excellent service or solving problems. It’s about setting the stage so that advocacy becomes the natural next step in your relationship with the customer.

You don’t push for it; you pave the way for it.

The Anatomy of Long-term Advocacy: No Gimmicks, Just Consistency

Listen, I’m not selling a silver bullet here.

Earned advocacy isn’t a short game; it’s an ongoing commitment.

You keep setting those Progress Milestones, you keep engaging at those Key Events, and guess what happens? Advocacy stops being an ‘initiative’ and starts being simply part of the customer’s journey toward success.

It’s not something you activate; it’s something you earn through consistent, impactful customer engagement.

Make an Impact… Weekly

Don’t miss out on the insights that could revolutionize your partner relationships. Ensure you’re at the forefront of customer success management by subscribing to our Impact Weekly podcast.

Every Wednesday, we delve into a new aspect of customer and partner success, equipping you with the knowledge you need to thrive in the multi-channel landscape. Subscribe now, and let’s keep learning together.

About Lincoln Murphy

I invented Customer Success. I focus primarily on Customer Engagement. Learn more about me here.