In marketing we talk a lot about converting our customers to advocates. The NPS score asks how likely a customer is to “recommend” a product or service to others. We assume that this informs us on how well our brand is mentioned among private conversations. I want to share an example that I came across today. The image below is of a conversation that took place among dog walkers in my area.
The conversation starts with someone that is unhappy with Nationwide Pet Insurance. This customer feels cheated after paying for the insurance only to have it not cover them when they needed it. This is not good for the Nationwide Pet Insurance brand. Nationwide Pet Insurance was not tagged, and the company didn’t chime into the conversation. This thread continued with customers questioning the value of Pet Insurance.
Within one hour of the original post, someone that has a contrary and favorable experience with Nationwide Pet Insurance chimes in with her perspective. “I have Nationwide for my dog and it has been great”. One comment from a brand advocate changed the tone of the conversation.
Brand advocates wield a lot power. This is a good example of a brand conversation that took place without the brand’s involvement. The advocates you create today will help you tomorrow.
What are you doing with your brand to create Brand Defenders?