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Mauro Perez Gaona

Recent Posts by Mauro Perez Gaona:

Maintaining a Healthy Pipeline of Customer Stories

by Mauro Perez Gaona, on August 5, 2022

Part of any Customer Advocacy strategy (and very often the first step into Customer Advocacy) is producing and publishing Customer Stories.

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Staff Augmentation Successful Integration

by Mauro Perez Gaona, on August 5, 2022

So, you’ve decided to use staff augmentation to fill the talent void. We have already talked about the benefits of outsourcing. But how do you successfully integrate this outsourced resource into your team?

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Benefits of Outsourcing

by Mauro Perez Gaona, on August 5, 2022

When you face lean staffing budgets, it’s often difficult to increase headcount where you need it. That’s particularly true of customer advocacy, a relatively new discipline with a shortage of experienced practitioners.

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How to Get Stakeholder Buy-In?

by Mauro Perez Gaona, on July 22, 2022

One of the most common challenges companies will face when looking to make advocacy a strategic function is stakeholder buy-in. It is also the most important aspect of running a successful advocacy program.

So let’s look at the different stakeholders, why their investment is important, and some ideas on how to get it.

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The Hierarchy of Advocate Needs

by Mauro Perez Gaona, on July 22, 2022

To develop your advocates and have them become part of your Customer Advocacy Program, you have to pay attention to what your customers’ needs are and be mindful of the fact they will vary from customer to customer.

Your goal is to turn Passives (customers who are happy with your brand or product but won’t actively promote it) and Promoters (the satisfied customers that actively recommend you, even without being part of any program) into Advocates. You do this by climbing the hierarchy of Advocate needs.

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What is a Customer Advocacy Program?

by Mauro Perez Gaona, on July 22, 2022

There are many definitions out there, so chances are that you will never receive the same answer when asking this question. However, one could argue that the best advocacy program is whatever fits within your organization, and it’s not ‘one-size-fits-all’.

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How to scale globally while staying relevant locally

by Mauro Perez Gaona, on July 22, 2022

 

When building out a global customer evidence or advocacy program, there are many pitfalls to avoid. Especially when you want to scale globally.

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The Value for Customer Advocacy

by Mauro Perez Gaona, on July 22, 2022

 

There are a lot of conversations lately about how to make Customer Advocacy a strategic function of every company. So here is the value Customer Advocacy can bring to any company...

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