advocamp: david coates

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It’s Not About Me, It’s About You:

Guiding Principles for Customer AdvocacyDay 3 // March 9th, 2016

Okay, a little about me!

IT’S ABOUT YOU…

Advocate for the

advocates

Patience is a virtue, but also

creates value

Think enablement…

for the customer

Invest in the relationship not just the

revenue

One size does not

fit all

CUSTOMER ADVOCACY

One size does not fit all

FLIP THE SCRIPT

FLIP THE SCRIPT

• Use data and personas to right size your effort

• Connect “birds of a feather”

• Build a portfolio - identify opportunities for force multiplication across different channels or assets

• Figure out ways to automate the process to report on metrics and success

Invest in the relationship not just the revenue

FLIP THE SCRIPT

FLIP THE SCRIPT

• Understand what motivates the person, not just the company

• Some of your biggest opportunities are from customers with low share of wallet

• Think beyond the current relationship – would the customer advocate for you in a different part of the account or in a new external role?

• Listen to and understand long term challenges

Think enablement…for the customer

FLIP THE SCRIPT

• Enable your customers to be the heroes

• Identify opportunities for customers to cross sell/upsell their own expertize internally

• Create opportunities for customers to connect the dots with peers (internally/externally)

Advocate for the Advocates

FLIP THE SCRIPT

• Customer advocacy is a muscle that needs to be exercised

• Partnering with employee communications and HR crucial to capturing stories and reinforcing desired culture

• Showcase how improvements in customer experience create customer advocacy and impact the business

Patience is a virtue, but it also creates value

FLIP THE SCRIPT

• Gain executive sponsorship early and re-define what success looks like

• Multi-level engagement creates opportunity for short and long term success

• Advocacy is not a spectator sport – sales has to be a key part of the success

• Net New Revenue• Cross Sell Lines of Business• Up Sell New Solutions

• Guide to Information Governance• Guide to Benchmarking• Guide to RIM Risk Controls

• Information Governance Webinar• Information Economics Webinar• RIM Risk Framework Webinar• ARMA Conference• Financial Services Roundtable

• New Analytics Dashboard

Key Takeaways

Advocate for the

advocates

Patience is a virtue, but also

creates value

Think enablement…

for the customer

Invest in the relationship not just the

revenue

One size does not

fit all

CUSTOMER ADVOCACY

THANK YOU!

David CoatesDirector, Customer Marketing | Iron Mountain(p) 617-535-8509(e) david.coates@ironmountain.com

David Coates CAMP Boston

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