Navigating the Future of Customer Marketing and Advocacy in 2024

As we embark on the journey into 2024, the landscape of Customer Marketing and Advocacy presents exciting opportunities for B2B companies. The challenges ahead are not hurdles but gateways to innovation and growth. Let's explore the initiatives that will shape the narrative of this new year:

1. The importance of Peer Reviews

In a world where customer feedback habits have significantly shifted, relying on traditional surveys is no longer sufficient. Since 2021, the number of consumers providing feedback directly to the companies they buy from has fallen by 7.2 %, meaning that two-thirds of customers won't tell you when they've had a bad experience (Source: Qualtrics). 

As you already know, traditional surveys are a precious source of information to identify growth opportunities and pain points across the customer journey. But they are also the cornerstone for identifying advocates. To keep our database solid and healthy, with a faded response turn rate, peer reviews are more relevant than ever. Peer reviews are a vital pivot to avoid customers burning out because of references, while simultaneously, they are the last push many prospects need to decide on a buy.

Independent of peer reviews' qualities, the challenge is clear: we must find new ways to understand customer needs and wants. Data is the key to decoding customer preferences, and businesses must adapt to the evolving landscape. With cookies fading away and data privacy laws tightening, the reliance on internal data and third-party tools for social listening becomes paramount. Embracing diverse listening tools incorporating operational data, surveys, social media, and more will provide a holistic view of customer sentiments. 

The fusion of predictive analytics, generative AI, and Large Language Models will be the secret sauce, enabling brands to proactively meet customer needs, sometimes even before they are articulated. In 2024, businesses must master the delicate balance between AI efficiency and the irreplaceable human touch. AI-driven hyper-personalization, accompanied by the efficiency of automation, is set to redefine customer experience - for example, creating tailor-made offerings at dynamic price points and individualized service levels.

3. Embracing Greater Customer Data Transparency

In the digital age, customers entrust their data to companies expecting responsible stewardship. Technology to combat data breaches is growing, yet breaches and hacks threaten data integrity across industries. This new year calls for increased investments in protecting consumer privacy and transparently communicating how their data is used.

Accessible and transparent data and privacy policies are not just regulatory necessities but pivotal elements of customer experience. Customers express satisfaction when they know how businesses use their data. Navigating the future requires companies to build trust by safeguarding customer data and transparently communicating their data-handling practices.

4. Strategic Customer Advocacy Program Investments throughout the Customer's Journey

A customer's journey extends far beyond the point of purchase. Check the following graphic:

Source: Qualtrics

Post-purchase experiences significantly influence future decisions, making loyalty programs a critical investment. The challenge for 2024 is influencing customers' next purchases even before they complete their ongoing journey. Gamification is one of the significant trends that could help you to achieve this goal. Creating monthly challenges and a leaderboard among customers encourages active participation. You can deliver points each time they participate in an event, join a webinar, or collaborate in an advocacy activity. 

5. The Era of Employee Advocacy

Building brand trust extends beyond traditional marketing channels. Employees, as authentic ambassadors, can significantly influence customer perceptions. Consumers trust messages people share more than corporate messages through brands' social media accounts. Hence, the era of employee advocacy emerges as a potent force in shaping brand credibility.

Businesses must empower their employees to unlock the full potential of employee advocacy and transform them into content creators. This involves supporting them in creating authentic content through blogs, videos, or podcasts. Recognizing the diversity of skills among employees is crucial; some may prefer writing, while others may excel in video creation. Proper training programs encompassing workshops, webinars, and online training are essential to facilitate this transition.

As we delve into 2024, the focus should be on harnessing the authenticity of content created by employees. It doesn't have to be perfect from a technical perspective; what matters is the genuineness of the content.

Conclusion

In the ever-evolving landscape of Customer Marketing and Advocacy, 2024 promises to be a canvas for innovation and connection. The challenges ahead are not roadblocks but gateways to growth. By embracing these challenges as opportunities, businesses can navigate the complexities and forge stronger, more meaningful customer relationships. 2024 will be the year of personalized experiences, transparent interactions, strategic loyalty programs, and the empowering era of employee advocacy. As we embark on this journey together, the potential for growth and transformation is limitless.