Turn Apathy Into Advocacy With Amazing Customer Experiences
August 8, 2016 | Dan Trefethen
Marketers everywhere seem to be talking about the customer experience or the customer journey. We need to make sure we’re taking care of our customers all the way through their journey with us and beyond.
At this year’s Influitive Advocamp, SnapApp CEO Seth Lieberman gave his take on that journey: but instead of a journey from prospect to customer to advocate, Seth framed it as a journey from apathy to advocacy.
A lot of businesses worry about churn and about unhappy customers. Seth argues that it’s not the unhappy customers we should worry about: instead, there’s a much larger pool of customers out there that are much more dangerous than the ones about to churn.
Those customers don’t care about you at all.
Win the chance to turn prospects into customers, customers into repeat customers, and repeat customers into advocates by providing amazing experiences every step of the way.
Read (and watch!) more about how to provide better experiences in this transcript and video of Seth’s talk at Advocamp. Bonus: Seth shares a great story from our customer Blackbaud you won’t want to miss. Here’s a sneak peek:
I’m going to start with the bad news: you have a bunch of customers, and they hate you.
I have some worse news: you have even more customers who don’t care about you. They’re apathetic. It’s my number one priority to crush apathy and mediocrity in this world, because apathy is the killer of all things. It kills companies. It kills ideas. It kills progress.
The good news is that we can fix apathy. I’m a big believer in engagement and interactivity. Do you know which of your customers don’t like you or are apathetic? Have you done anything to fix that? Intellectual honesty is paramount. If we don’t know what the problems are or what the challenges are, how are we ever going to make it better?
The good news is we can do all that, and we can fix all that.