Introduction
Identifying the right customer advocates is the foundation of any successful advocacy program. These advocates amplify your brand's credibility, drive growth, and inspire trust among potential customers. To build a robust advocacy pipeline, you need clear criteria for identifying potential advocates and the right tools to track and document their advocacy potential. This article provides a step-by-step guide to defining advocacy metrics and leveraging Gainsight tools to identify advocates systematically.
Step 1: Establish Advocacy Metrics
Define measurable criteria to evaluate and identify potential advocates.
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Net Promoter Score (NPS): Use NPS Analytics to identify promoters who rate your product highly. These customers are often willing to share their positive experiences.
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Sentiment Analysis: Leverage Sentiment Analysis to assess customer satisfaction and engagement trends.
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Engagement Levels: Track customers’ interactions with your product using Adoption Explorer or Journey Orchestrator to identify those who frequently engage with key features.
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Customer Outcomes: Consider customers who have achieved exceptional outcomes using your product, as reflected in Success Snapshots or case study participation.
Step 2: Build Profiles for Potential Advocates
Develop a structured profile for each advocate using Gainsight’s tools.
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Company and Person Objects: Use Company Intelligence and Person objects to document key details, such as advocacy history, relevant use cases, and engagement scores.
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Timeline for Nomination Details: Log nominations and significant interactions directly in Timeline. For example, track when a CSM identifies a potential advocate during a business review.
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Advocate Attributes: Create custom fields to capture metrics like NPS scores, product usage insights, or advocacy focus areas.
Step 3: Track and Visualize Advocacy Trends
Implement dashboards to monitor trends and evaluate advocacy potential.
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Dashboards for Insights: Use Gainsight’s Reports and Dashboards to track key metrics, such as the number of promoters, sentiment scores, and engagement data.
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Automate Updates: Automate dashboard updates using the Rules Engine to reflect real-time advocacy-related data.
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Highlight Advocacy Readiness: Configure dashboards to identify “advocacy-ready” customers by combining metrics like NPS scores, engagement levels, and product adoption rates.
What's Next
With clear criteria and tracking mechanisms in place, you’re now equipped to prioritize and engage potential advocates effectively.
Explore More
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Support Resource: NPS Analytics Overview
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Blog: Understanding the Customer Advocate Ecosystem in a Customer Success World
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Support Resource: Timeline Overview
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Pulse Video: Advocacy - Building a Program to Identify Advocates and References