Entries by David Sroka

The Time is Now for the Customer Advocate Consultant

First off, no, I’m not pitching a service. Rather, I’m predicting (and endorsing) a new role in corporate marketing. There is a clear need for a more cohesive approach to customer advocate marketing, customer reference marketing, customer marketing or whatever your company calls it. Various customer reference activities occur today in pockets of your organization. […]

Tips for Launching a Customer Advocate Program

One of the biggest hurdles in launching a customer advocate program is changing behavior, particularly when that program includes using new technology and instituting different processes. After all, most sales and marketing people aren’t technology wonks or process geeks. Many of our customers have achieved truly impressive results leveraging our best practices combined with their […]

To Build or Buy? Customer Reference Management Software

It’s a cyclical question in our domain. Does it make more sense to buy “off-the-shelf” customer reference management software to run your customer reference/advocate program, or to build it? It’s pretty attractive to think about the license fees that can be avoided if the internal IT group can develop a tool. So why not go […]

Advisory Boards for Customer Reference Programs

Advisory boards are essential for customer reference programs. As a customer marketing/customer reference/customer advocate program manager, you need regular feedback to ensure the program is on track to meet the needs of its stakeholders. Relevance is the name of the game. Your main objective is to provide the most valuable assets (customer advocates and customer […]

Customer Advocate Program Measurement

“How do your customers measure customer advocate program impact?” We get that question all the time. The good news is that it isn’t hard or complicated. It can be time consuming if you have the right technology, but not impossible. Before going further it’s important to separate measurement of activities vs. measurement of outcomes. Activity […]