From Impressed to Obsessed by Jon Picoult

Author:Jon Picoult
Language: eng
Format: epub
Publisher: McGraw-Hill Education
Published: 2022-12-15T00:00:00+00:00

CHAPTER 13 KEY TAKEAWAYS

• People generally don’t believe that companies act with customers’ best interests in mind. It’s therefore surprising and memorable to people when they witness a company demonstrating genuine advocacy for the customer.

• Advocacy is about actions, not words. Proclaiming one’s customer-centricity through marketing materials or advertisements isn’t the answer. Rather, it’s about providing tangible proof points throughout the customer experience, which clearly signal that advocacy.

• It must be clear to customers that you’re prioritizing their interests over your own. In some cases, that might involve sacrificing short-term financial performance for longer-term growth fueled by intense customer loyalty.

• Ownership and accountability is a decidedly low-tech but highly effective way to differentiate one’s customer experience through advocacy. When individual employees take ownership for customer inquiries, when they refrain from passing the buck to colleagues, it sends a refreshing signal of advocacy to the customer: “I’ve got your back.”

• Proactive communication and engagement is another effective technique for projecting advocacy. When a business doesn’t wait for customers to contact them, but instead proactively reaches out to share relevant information or even convey bad news, it creates a sense that the business is indeed looking out for its customers.

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