Customer Advocacy: Let’s Hear It
for My Customers
Think of yourself as the Customer Service Manager of one
of these businesses:
1. a fitness club or workout center
2. a kitchen and cooking supply shop
3. a health food restaurant
4. a car wash
5. a real estate agency
6. a pet store
Here’s your situation. The business you work for is doing well, but you believe it
can grow faster and have more loyal customers if you provide some special and
unique customer services. You have decided to develop a “customer advocacy”
program and present it to the business’s owners for their approval.
You will have to be able to explain a customer advocacy program to your bosses
if you want to win their approval for your new program. In your own words, write a
definition or explanation of what a customer advocacy program means.
Which type of business (listed above) will you “work for” for this assignment?
Give the business a name _________________________________________
Describe the products and/or services your business sells:
Describe your customers. What are their characteristics, interests, needs?
Review the case studies of customer advocacy programs at the Customer
Advocacy web site you visited for ideas and inspiration. Plan a customer
advocacy program for the business you have outlined on this assignment sheet.
What expert information would you like to make available to
your customers? What information are they likely to need or be
interested it? How will you provide it? What extra special and
unique services will you offer your customers to “go the extra
mile” to earn their delight and loyalty?
You are to develop a presentation for your business’s owners to
win their approval to implement your proposed new customer
Plan an oral presentation to present your proposal. Include visuals in your
presentation. Your proposal presentation should include:
1. Your definition or explanation of a customer advocacy program
2. What you propose to include in your program (what expert information
and other special/unique services)
3. How you plan to implement and operate your program
4. What you believe will be the benefits to your business of your program,
Finally, design and create a brochure or handout explaining the features of your
proposed new customer advocacy program. You will show this brochure/handout
as part of your proposal presentation. The brochure will be used to introduce
your customers to the business’s new customer advocacy program, so plan it for
maximum appeal to their interests and needs.
Be prepared to make your oral proposal presentation (with presentation visuals
and brochure/handout) to your class, and then to turn in your materials, along
with this assignment sheet, to your instructor.