Identify the many ways to capture customer intelligence, including service interaction, operational data, surveys, focus groups, social posts, employee feedback, and others. Learn how to harness the methods that work for your organization.
- In a famous study that's often sited in business schools,…Marriott sought to determine which guests would be…most likely to return to a Marriott hotel.…They found 69% of those who had an unresolved problem…were likely to return.…Of those who had no problems, 89% were likely to return.…And interestingly, 94% of customers who had problems…that were resolved were likely to return.…By listening to its customers and acting…Marriott was able to measurably increase loyalty.…
How do you know what a customer needs?…If you mention customer advocacy and pose that question…many executives will say, "Well, they tell us, right?"…I think they picture a frustrated customer…across the counter or perhaps calling or posting a message…that describes a problem.…And those are examples of how you can learn where to help.…But there's so much more to it.…Let's look at some of the ways you can better understand…your customers and their needs.…There are many sources of customer information…and each has an important story to tell.…
They include service interactions.…
- Identify the benefits of customer advocacy.
- Identify traits of successful customer advocacy.
- Discover ways to understand your customer.
- Evaluate results from a customer advocacy program.
- Determine how to turn customers into brand advocates.
- Assess how to develop a culture of customer advocacy.