The Role of Customer Advocacy in Successful Digital Transformation

Oct 4, 2023 | Chris Powell

Digital transformation is a complex and challenging undertaking. It requires businesses to change the way they operate, the way they interact with their customers, and the way they deliver their products and services.

One of the biggest challenges of digital transformation is ensuring that customers are on board with the change. Customers may be hesitant to embrace new technologies and processes, and they may be concerned about how these changes will impact their experience.

This is where customer advocacy comes in. Customer advocacy is the process of turning satisfied customers into enthusiastic promoters of your brand. When customers are advocates, they are more likely to:

  • Use your products and services more frequently
  • Stay with your company for longer
  • Recommend your company to others


Customer Advocacy – A Powerful Driving Force


In the context of digital transformation, customer advocacy can be a powerful force for driving adoption and success. Here are a few ways that customer advocacy can help with digital transformation:

  • Increased adoption: When customers are advocates, they are more likely to be early adopters of new digital products and services. This can help businesses get a head start on the competition and achieve their digital transformation goals more quickly.
  • Improved customer experience: Customer advocates are more likely to provide feedback on your digital products and services. This feedback can help you identify and address areas for improvement, which can lead to a better overall customer experience.
  • Reduced churn: Customer advocates are less likely to churn, or cancel their subscription. This is because they are more invested in your success and are more likely to stick with you through the challenges of digital transformation.
  • Enhanced brand reputation: Customer advocates are more likely to sing your praises online and offline. This can help you build a positive brand reputation and attract new customers.
yellow cautionary diamond sign with the words "Improvements Ahead" inside

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Building a Strong Customer Advocacy Program


So how can you build a strong customer advocacy program to support your digital transformation efforts? Here are a few tips:

  1. Start by understanding your customers. What are their needs and pain points? What are their goals? Once you understand your customers, you can start to tailor your advocacy program to meet their needs.
  2. Personalize the customer experience. Make sure that each customer feels valued and appreciated. This means going the extra mile to understand their needs and provide them with the support they need.
  3. Go above and beyond. When a customer has a problem, don’t simply fix it. Make sure to go the extra mile to make things right. This will show the customer that you care about their business and that you’re committed to their success.
  4. Celebrate customer success. When a customer achieves a goal with your help, take the time to celebrate their success. This will show the customer that you’re invested in their success and that you’re proud of their accomplishments.
  5. Involve customers in the process. Ask customers for their feedback on your digital products and services. This will help you ensure that you’re meeting their needs and that you’re building products and services that they love.
  6. Create a customer advocacy program that includes a variety of channels. Not all customers are the same, so you need to create a customer advocacy program that includes a variety of channels. This could include online surveys, social media, email marketing, and in-person events.
  7. Provide customers with opportunities to share their stories. One of the best ways to promote customer advocacy is to give customers opportunities to share their stories about how your products and services have helped them. This could be done through online reviews, case studies, or social media posts.
  8. Reward customers for their advocacy. Customers are more likely to be advocates if they feel like they’re being rewarded for their efforts. This could be done through discounts, free products, or public recognition.
  9. Partner with other departments in your company. Customer advocacy is not just the responsibility of the customer success team. It’s important to partner with other departments in your company, such as marketing and sales, to promote customer advocacy.

By following these tips, you can build a strong customer advocacy program that will support your digital transformation efforts and help you achieve your business goals.

sign that reads "Our Goal Your Success"

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Customer Advocacy in Digital Transformation – Things to Keep In Mind


In addition to the above, here are some other things to keep in mind when building a customer advocacy program for digital transformation:

  • Be clear about your goals. What do you want to achieve with your customer advocacy program? Do you want to increase adoption of new products and services? Improve customer satisfaction? Reduce churn? Once you know your goals, you can tailor your program accordingly.
  • Be patient. It takes time to build a strong customer advocacy program. Don’t expect to see results overnight. Just keep at it and be consistent, and you’ll eventually start to see the benefits.
  • Be flexible.

Following these guidelines will lead to organizational success, cyclical retention and growth. Using empathetic listening, inclusion, setting concise boundaries with a roadmap, and making your program about the customer will bring success internally as well as externally. Without patience and grace, none of these objectives may come to fruition. As a customer advocate, there is one goal; utilize your team’s strongest skillsets to accomplish specific goals for the customer. It’s important to never lose sight of the customer’s values, as well as your own, which is the customer in a successful advocacy program. This in effect will come full circle to be a program that is fully appreciated inside and out, with ability to duplicate and repeat in any environment.