Skip to main content

Introduction

Building on our previous article, "Boost Advocacy Through Executive Engagement," this guide dives deeper into the tactical aspects of advocacy identification and tracking. While executive engagement sets a strong foundation, effective use of tools like Timeline and sentiment analysis is essential for systematically identifying and nurturing potential advocates. This article will provide you with a step-by-step approach to leveraging these tools, ensuring your advocacy programs are data-driven and impactful.

Why does this matter?

Identifying and tracking advocates is crucial for several reasons:

  • Strategic advocacy: Knowing who your advocates are allows you to engage them strategically, turning their positive experiences into growth opportunities.

  • Proactive risk management: By tracking engagement and sentiment, you can identify potential issues before they escalate, ensuring continuous customer satisfaction.

  • Data-driven decisions: Utilizing tools like Timeline and sentiment analysis provides a factual basis for your advocacy strategies, leading to more effective outcomes.

How to get started

Step 1: Define criteria and nominate advocates

  1. Set up criteria: Define clear criteria for what makes a good advocate based on engagement, satisfaction scores, and influence.

  2. Use timeline for nominations: Utilize the Timeline feature to document interactions with potential advocates. Record key details such as meeting notes, sentiments, and areas of advocacy.

  3. Automate tracking: Implement automated tracking through tools like CTA (Call to Action) Reasons to ensure no advocate falls through the cracks.

Step 2: Track advocacy at individual + customer levels

  1. Utilize custom fields: Set up custom fields to capture advocacy-related data at both the company and contact levels.

  2. Track in company and person objects: Use the Company and Person objects in Gainsight to track and manage advocacy activities systematically.

  3. Document interactions: Ensure all interactions related to advocacy are documented thoroughly to build a comprehensive view of advocacy potential.

Step 3: Leverage sentiment analysis

  1. Collect sentiment data: Gather sentiment data from various touchpoints, including surveys, support interactions, and product usage.

  2. Analyze sentiments: Use sentiment analysis tools to interpret the data, identifying trends and key areas of satisfaction or concern.

  3. Integrate with health scores: Incorporate sentiment analysis into your overall customer health scores to get a comprehensive view of customer well-being.

Step 4: Combine insights from timeline and sentiment analysis

  1. Create comprehensive profiles: Merge data from Timeline and sentiment analysis to create detailed profiles of your potential advocates.

  2. Identify patterns: Look for patterns and correlations between engagement activities and positive sentiments to pinpoint strong advocate candidates.

  3. Develop engagement plans: Based on these insights, develop tailored engagement plans for each advocate to maximize their potential impact.

Step 5: Continuously monitor and refine

  1. Regular reviews: Schedule regular reviews of your advocate profiles and engagement plans to ensure they remain relevant and effective.

  2. Gather feedback: Collect feedback from your Customer Success Managers (CSMs) and advocates to refine your approach continuously.

  3. Adjust strategies: Use the feedback and performance data to adjust your strategies, ensuring they continue to meet the needs of your team and customers.

Gainsight features you'll need

  • Timeline: For documenting interactions and tracking advocate nominations.

  • CTA Reasons: To automate reminders and ensure consistent tracking.

  • Sentiment Analysis: To interpret sentiment data from various touchpoints.

  • Health Scores: To integrate sentiment analysis into overall customer health evaluations.

  • Custom Fields: For categorizing and tracking key stakeholder information.

  • Company Object: For tracking advocacy potential at the company level.

  • Person Object: For tracking advocacy potential at the contact level.

What’s next?

Now that you have a robust system for identifying and tracking advocates, it's time to leverage these insights to drive powerful advocacy programs. In our next series of articles under the stream "Drive Advocacy Programs & Activities," we will explore advanced techniques for engaging your advocates and turning their support into tangible business outcomes. Stay tuned to learn how to create and execute effective advocacy programs that maximize your advocates' impact and drive growth for your organization.

Further reading and inspiration

Be the first to reply!

Reply


Terms & ConditionsCookie settings