Insights​

Thought Leadership + Practical Advice

Customer Satisfaction vs. Customer Advocacy

Customer satisfaction and customer advocacy are two terms that are often used interchangeably in the business world, but they are not the same thing. While customer satisfaction is important for any business, customer advocacy takes things to the next level. 

Let’s look at the difference between customer satisfaction and customer advocacy, and why both are essential for the success of your business.

What is the difference?

Customer Satisfaction

Customer satisfaction is the degree to which a customer is happy with a product or service. It is a critical metric that measures how well your business is meeting the expectations of your customers. If customers are satisfied with your product or service, they are more likely to continue doing business with you, which can lead to repeat sales and customer loyalty.

Customer satisfaction is typically measured using customer satisfaction surveys, which are sent to customers after they have made a purchase or received a service. These surveys ask customers to rate their level of satisfaction with various aspects of the product or service, such as quality, reliability, and customer service.

There is another key point here that is often overlooked or misunderstood. Satisfaction only measures a moment in time. Depending on when you measure it, your customer can give you a completely different responses at different points depending on what has happened for them.

While customer satisfaction is important, it is not enough to guarantee the long-term success of your business. A customer who is merely satisfied is unlikely to go out of their way to recommend your business to others.

Customer Advocacy

Customer advocacy goes beyond customer satisfaction. It is the degree to which a customer is willing to recommend your product or service to others. When a customer is an advocate for your business, they actively promote it to their friends, family, and colleagues. This can lead to new customers and increased revenue.

A customer advocate is someone who is not only satisfied with your product or service but is also passionate about it. There’s heart involved. They are willing to go out of their way to promote your business, whether it be by leaving positive reviews online, sharing their experience on social media, or even recommending your business to strangers.

Customer advocacy is typically measured using metrics such as Net Promoter Score (NPS), which asks customers how likely they are to recommend your business to others on a scale of 0-10. Customers who give a score of 9 or 10 are considered advocates.

Unlike satisfaction, advocacy is a much more enduring metric as it concerns sentiment. It does change over time, but not as rapidly or in an instant.

Why both are essential for the success of your business?

While customer satisfaction and customer advocacy are different, they are both essential for the success of your business. Customer satisfaction is the foundation upon which customer advocacy is built. If customers are not satisfied with your product or service, they are unlikely to become advocates for your business.

On the other hand, if customers are satisfied with your product or service, but are not advocates, you are missing out on a significant opportunity to grow your business. Customer advocacy can lead to increased brand awareness, new customers, and increased revenue.

Customer satisfaction and customer advocacy are two important metrics that every business should be tracking. While they are different, they are both essential for the success of your business. By focusing on both customer satisfaction and customer advocacy, you can build a loyal customer base that will help your business grow and thrive.

Related Blog Posts

Do you have a customer strategy?
Customer Strategy

Do You Have a Customer Strategy?

You have a finance strategy, right? You have a marketing strategy. You …

View Post
kelly-sikkema-CynAjQl3ISk-unsplash
Customer Advocacy

Turning customers into advocates

Every business owner knows that the key to success is a loyal …

View Post
COMING-4
Customer Proposition

The Imperative of a Clear Customer Proposition: Unveiling the Key to Business Success

In today’s hyper-competitive marketplace, businesses face the daunting challenge of capturing the …

View Post

Download Our free Starter Kit Now!

Download the Starter Kit now to explore our framework, do a quick assessment of where you are today + work out your next steps.