Someone recently asked me what the secret is to driving customer loyalty. In response, I quoted the Golden Rule: “Treat others as you’d want to be treated.” It is often true that what you DO for your customers is much more important to driving loyalty than what you SAY you are going to do. There is no better way to drive customer loyalty and customer advocacy than by holding up to your end of the bargain. Advocates of your brand are promoters for a reason – they find value in what you provide before, during and after the sale.

Because  the first interactions a customer has with your company come through exposure to branded content (in print publications, advertisements, websites, or emailed offers/articles), this is often a great place to focus budgets to provide value early on in your relationship and in an ongoing basis as your relationship continues to develop. Recently I came across an article on the correlation between content and Net Promoter Scores that I found interesting. The article drew conclusions by focusing on the behaviors of market leaders like Aon Corporation, Virgin, Microsoft, Career Builder, USAA, IBM, Accenture and more. Here are some of the highlights:

  • Companies with ingrained NPS programs are almost equally fanatical about providing valuable, relevant content to their customers.
  • While always branded, collateral is not always promotional in nature.
  • Brands seeking a high Net Promoter Score have found that the more value they provide to their customers through collateral, the more likely those customers are to recommend the company to a friend or colleague.
  • No matter the industry, companies that make the most visible investment in customer content also rank the highest among their competitors in relation to Net Promoter Score.
  • Companies with high-quality content tend to lead the competition in market share.
  • Companies that invest in developing and producing content valuable to customers tend to incorporate their content in integrated cross-channel programs.

The article can be boiled down to this message: the more value you can provide through sharing content with customers, the more likely they are to become your promoter. So create great, highly-relevant content to your customers and watch the number of promoters (as well as your market share) increase.
Don’t forget to take your promoters, especially those new-found promoters and leverage them in your customer reference program…their testimony can be new valuable content to help you even more! Ask us how to best leverage Net Promoter Scores, customer advocates and customer reference technology platforms today!

Jim Mooney
Jim Mooney is the Founder & CEO of RO Innovation. His passion for helping salespeople excel in all aspects of B2B selling, especially where customer references are involved, was the reason he started the company. His desire for helping others succeed flows through in the expert thought leadership he provides the industry, his customers and his employees.