In a world where recommendations flow easily across social networks and digital platforms, the nature of consumer loyalty has changed. It’s no longer just about customers sticking to a brand out of habit or convenience, but rather about the power of advocacy and the influence of trust and emotional connections. Loyalty and advocacy are two pillars of enduring success in customer-brand relationships. Yet, their nuances reveal a complex tapestry of behaviours and sentiments that heavily influence consumer decisions and perceptions.

Peeling back the Layers of Loyalty and Advocacy in Customer Relationships

In exploring the layers of loyalty and advocacy and their dynamics, it’s helpful to explore examples from iconic brands like Apple and Canon versus Nikon, and the transformative impact seen with early adopters of disruptive services like Airbnb and Uber.

Loyalty signifies a commitment that goes beyond mere transactions. It’s about the steadfast support of a brand, the willingness to purchase repeatedly and expand one’s engagement within the brand’s ecosystem – think of Apple’s loyal customers who not only purchase iPhones but also invest in iPads, MacBooks, Apple Watches and AirTags. This expansive loyalty fosters deep brand immersion and affinity.

Similarly, the rivalry between Canon and Nikon is legendary and has cultivated fiercely loyal communities. Canon loyalists swear by the brand’s intuitive interfaces and robust ecosystem, while Nikon enthusiasts laud its superior optics and rugged durability. This allegiance translates into repeat purchases and gear upgrades within the same brand family.

Moreover, true loyalty is evidenced by forgiveness in the face of shortcomings. Apple aficionados may overlook minor glitches in software updates, while Canon devotees remain steadfast despite occasional quality control issues. This resilience underscores the depth of emotional connection and trust that loyal customers hold towards their chosen brands.

The loyalty journey begins long before a purchase, influenced by word-of-mouth, reviews, and shared experiences. Brands like Tesla harness the power of advocacy by leveraging existing customers to onboard new ones, creating a community-driven approach that fosters trust and loyalty. However, loyalty isn’t solely about repeat purchases; it’s about building a strong affinity and preference towards the brand, rooted in genuine experiences and emotional resonance.

Loyalty:  The paradox of false allegiance

Amidst the discourse on loyalty, lies the paradox of false allegiance. Merely sticking with a service provider out of inertia doesn’t equate to loyalty. True loyalty transcends convenience – it’s a conscious choice driven by satisfaction, trust, and shared values. Conversely, feeling trapped in a relationship due to complexities or barriers to exit – think banks and financial services providers – signifies a lack of genuine loyalty, highlighting the importance of customer-centric practices and seamless experiences.

The Power of Advocacy

Advocacy radiates outward, igniting a ripple effect of persuasion and influence. Early adopters of disruptive innovations like Airbnb and Uber epitomise this phenomenon. Their enthusiastic embrace of these services morphs into evangelism, as they extoll the virtues of sharing economies and ride-sharing platforms to friends, family, and strangers alike. In South Africa, Checkers Sixty-60 is a good example of how the groundswell of raving supporters influences others to become part of the ‘tribe’.

In today’s digital age, platforms like WhatsApp community groups serve as hubs for soliciting and sharing recommendations, whether it’s for a plumber, electrician, or a solar provider. Advocacy isn’t only confined to ground-breaking innovations – it permeates everyday interactions, from casual referrals for plumbers or electricians to strategic partnerships between businesses.

Advocacy is not without its risks as these referrals embody a form of social currency, where individuals leverage and risk their personal reputations to vouch for a brand or service. What drives individuals to trust these referrals, especially when they come from virtual strangers? Worth considering also, is the power of reviews from customers, guests, visitors, and users in making everyday decisions, such as choosing the best place to stay – also against the backdrop of not knowing the reviewer at all. By endorsing a brand or provider, individuals stake their reputation on its reliability and quality. A misplaced recommendation can tarnish not only the recipient’s trust but also the advocate’s credibility. Hence, the message and reasoning behind a referral become paramount. Whether endorsing good service, exceptional quality, or competitive pricing, these factors wield immense influence over the recipient’s willingness to explore the recommended provider. What would brands NOT do to be endorsed at such a level?   

The Role of NPS and its ability to predict customer behaviour and growth

In the quest to measure customer loyalty, the Net Promoter Score (NPS) emerges as a pivotal tool. However, as highlighted in “The Delighted Customers” podcast hosted by Mark Slatin where he talks to NPS co-inventor Rob Markey, the application of NPS is often misinterpreted.

Asking customers about their likelihood to refer based solely on interactions with call center agents fails to capture the holistic customer experience. Instead, NPS should be viewed as a part of a broader strategy, complemented by qualitative insights and contextual understanding. Rob Markey emphasises the importance of building consistent loyalty through trust and emotional connection. He delves into the nuances of customer interactions, emphasising the role of empathy, authenticity, and transparency in fostering enduring relationships and shared values. It is important to appreciate that NPS based on a transactional level survey alone cannot accurately determine the actual loyalty, especially the strength of the emotional connection, and it certainly does not reflect or predict the propensity to advocacy.

Loyalty, Advocacy and the Complexity of Human Behaviour

The convergence of loyalty and advocacy underscores the multifaceted nature of consumer behaviour. While loyalty fosters internal allegiance and repeat patronage, advocacy propels brands beyond their existing customer base, forging new connections and amplifying influence. By understanding the interplay of these dynamics and the nuances of referral-based interactions, businesses can cultivate enduring relationships built on trust, authenticity, and shared values.

The power of referrals and the nuances of loyalty underscore the evolving dynamics of customer-brand relationships. As consumers navigate a sea of choices, brands must prioritise trust, authenticity, and emotional connections to foster advocacy and loyalty. By understanding the symbiotic relationship between referrals, loyalty, and advocacy, brands can unlock the true potential of customer engagement in an increasingly competitive landscape.