Customer Advocacy

How It Works

While it may sound complex, the concept for Word-Of-Mouth automation is actually quite simple. There are two primary objectives for the process:

1. Unhappy Clients Happy Clients: To identify and remove the causes of client dissatisfaction, so that unhappy clients become happy clients, and remain happy clients. 
2. Happy Clients Raving Advocates: To help happy clients become Raving Advocates for your brand by giving them the nudges, tools, and incentives to quickly and easily shout your company’s praises from the rooftops.

The process the Customer Advocacy platform uses to achieve the 2 above objectives consists of just 5 steps:

 A Simple 5 Step Process 


Simple one question NPS survey asking each client to rate the likelihood they'll refer the company to friends and colleagues


Survey results allow companies to benchmark performance against (a)themselves over time, (b) competitors, (c) their industry, (d) other industries.


For Clients not thrilled, dig deeper into the reasons for their dissatisfaction, solve for those identified issues, and turn unhappy clients into happy clients


Generate actual client reviews and/or referrals by automating the process of asking for them, and making it quick and easy to do.


More reviews and referrals + fewer lost clients + increased repurchase rates + higher profit/sale = More revenues AND profit.


1. Survey – a simple one question NPS survey is issued to each of your clients. This survey acts as a predictive indicator. The goal is to gather client feedback to understand which clients are unhappy, and the degree of their unhappiness, and which are happy clients. Without this information, its difficult to know where clients stand at any point in time, and therefore to know which actions you need to take to progress them along to achieve our goals. As mentioned, transitioning clients from being unhappy clients to happy clients requires a completely different process and series of actions, than does transitioning clients from happy clients to become raving advocates.

2. Benchmark – since the question and scoring of NPS surveys is standardized, this allows companies to compare results:

  • a. to competitor scores (if you can find them)
  • b. to industry average scores (if you can find them)
  • c. to other industry averages (if you can find them)
  • d. to your own company’s scores at earlier dates
  • e. to the same client(s) scores at earlier points in time

Being able to benchmark your company’s client satisfaction levels against those of others and even against those of your own company at different points in time, gives perspective and impetus for change. Without these scores to compare to, it would be a little like saying, “Our company has a retention rate of 10”. Unfortunately, we have no idea if 10 is good or bad or even if its 10% of 10 clients retained. We need to metrics used by others so we can infer what poor, reasonable, and exceptional are.

Most important however, is monitoring the scores of the same clients over time. Companies need to see if they are in fact migrating unhappy clients to become happy clients, as this is our first objective.

3. Resolve – with survey results in hand, companies now have a good idea which clients are happy and which clients are not. At this time, companies are encouraged to not merely take the feedback clients provide via the platform, but to actually call the clients to get to the real root of the problem. You do not want to solve for problems that aren’t really problems after all. The reality is that often the initial feedback clients provide is not the real problem, but rather a symptom or generic reason for being unhappy. By getting to the root of problems, solving for the real problems that clients are experiencing, and making sure that such issues cannot recur, many clients can be moved from being unhappy client s, to becoming happy clients.

4. Request –While having a very high percentage of a company’s clients be deemed as happy clients is admirable, that alone is only half the opportunity. The second objective is to migrate happy clients to become raving advocates, meaning they’ll tell others about their amazing experiences with your company, which will ultimately lead to more clients for your company.

In order to migrate happy clients to become raving advocates, research suggests that there are three (3) primary reasons this progression of Happy Clients does not occur:

  • 1. they weren’t asked to
  • 2. they didn’t have the time
  • 3. they didn’t know what to say or where to say it

Fortunately, each of the above three reasons for not being a raving advocate can be and is directly addressed via the Customer Advocacy platform.

  • 1. Customer Advocacy automates the process of identifying happy clients, and asking them to take action (reviews or referrals) via the NPS survey “Thank You” pages.
  • 2. Customer Advocacy saves Clients significant time by offering pre-written reviews and referral messages to choose from. It becomes as simple as copying and pasting.
  • 3. Customer Advocacy offers clients a very simple intuitive process, and directs them to take the desired action(s)(reviews and/or referrals) where and when a company’s want them.

5. Grow –By automating most of these steps via the Customer Advocacy platform, the process itself becomes replicable and a continuously improving positive spiral of growth. In fact, the first part of this process (the components designed to turn unhappy clients into happy clients), employ the same process used by the airline industry to take air travel from being the most dangerous form of travel in the 1940s to today being by far, the safest form of travel. It’s called Root Cause Analysis. Think of the surveys as black boxes, and the calls and discussion with clients as crash investigators. By uncovering exactly what went wrong with every plane crash or lost client, and by creating solutions to ensure that those same problems can never occur again, companies can “protect” their clients, and those clients in turn can become part of the marketing engine promoting the business.

What Will Your Clients See?
The screenshots below are what you can expect your clients to see. Organized in chronological order:

1. The NPS Survey request email. This is the email that goes out to you clients asking them to take the time to give your company a rating. The wording of this email is entirely flexible.
2. The NPS Survey itself. This is the screen shot of the actual survey given to clients when they click through from the NPS Survey request email. Wording can be changed, but its is NOT recommended given the changed question may no longer qualify as an NPS, and therefore benchmarks and comparisons may not be accurate.
3. The “Thank You” page where you ask for reviews. Once clients complete the NPS Survey and click “Submit”, they will be given a “Thank You” page. There are two options here; 1. A “Thank you” page asking clients for a review on the reviews sites you deem a priority (entirely your choice), or 2. A “Thank you” page asking for referrals either via email or on the social media sites you deem a priority. The screen capture below is of the “Thank You” page asking the client if they’d consider leaving a review
4. The “Thank You” page asking for referrals (Client chooses email option)
5. The “Thank You” page asking for referrals (Client chooses Facebook option)
6. The “Thank You” page asking for referrals (Client chooses Twitter option)
7. The “Thank You” page asking for referrals (Client chooses LinkedIn option)

What Will You See?
The screenshots and videos below are of pages in the Customer Advocacy (CA) platform. Each page of the platform is designed to be exceptionally intuitive, and to help guide you through each step of the process. There is also a “Training” page where training videos have been loaded to help understand and implement every aspect of the Customer Advocacy platform.

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What Are the Benefits?
There are many benefits associated with using the Customer Advocacy platform and process, but all fall out of the two primary objectives:

  • 1. To transition unhappy clients into happy clients!
  • 2. To transition happy clients into raving advocates!

Some of the benefits associated with doing this are:

  • a. Higher client retention and repurchase rates
  • b. Fewer negative reviews online
  • c. More positive reviews online
  • d. Stronger relationships with Clients
  • e. Reduced advertising costs given the same volume of business
  • f. Reduced reliance on advertising/lead source diversification
  • g. More referrals
  • h. Increased revenues
  • i. Increased profitability
  • j. Improve employee satisfaction

How Much of My Time Is Needed?
Significant results can be experienced through theCustomer Advocacy platform by investing only the time needed to set up the platform, and this may take as little as a ½ hour. This is because the Customer Advocacy platform itself automates the second (2nd) objective of the effort; to migrate happy clients to becoming raving advocates, who share their amazing experiences with others.

It is also true however, that the more time and energy you invest into the process, the greater your results are likely to be. The reason; as mentioned above, the Customer Advocacy platform itself will automate your company’s word of mouth, meaning it will move many of your happy clients to become raving advocates. What the platform cannot accomplish on its own however, is the first objective of the process; to transition unhappy clients into happy clients. This process represents a significant opportunity. Keep in mind, if you commit to and engage in this process, and truly solve the issues and problems you uncover as a result (and not just the symptoms), then it will decrease the percentage of clients lost or those that will not repurchase from you, while increasing the percentage that will, AND the percentage that become the marketing machine we refer to as raving advocates.