Developing your Customer Advocacy Strategy Programme (CA) And Customer Experiences (CX) in ‘2020’

‘76% of individuals admit that they’re more likely to trust information shared by ‘normal’ consumers (end users and other businesses) than information shared by brands’ McKinsey 2019

Duration: 2-days

Background to this programme

Most companies depend on their marketing departments to be the voice of their business. This is achieved with strategies that focus on SEO, content marketing, email marketing, or social media.

These are all great if you’re looking to get your brand out there, but in today’s consumer era, where word of mouth is still the most popular method of recommendation, a lot of organisations forget about two very useful and very successful elements: customer advocacy driven by customer experience!

So, what is customer advocacy (CA) and what part does customer experience (CX) play?

Customer advocacy is a state of marketing where customers are the spokespeople for your brand. It takes place when you have customers that love your brand so much that they are willing to sing your praises to everyone. The starting point for this loyalty is developing a competitor beating customer experience.

During this 2-day intensive customer advocacy strategy programme, we will cover everything you need to know about CA and CX, from the overall benefits, to why both elements are an essential tool for every business.

Who is this Customer Advocacy Strategy Programme for:

Organisations that supply products or services to end users (B2C) or to other businesses (B2B).

Any person in those organisations who has responsibility for developing their brands reputation, gaining new, and retaining existing business or want to identify ways to improve their overall sales and bottom-line profitability. This can include:

  • Marketing directors/managers
  • Business development directors/managers
  • PR leads
  • Brand directors
  • Customer service directors/managers
  • Commercial directors/managers
  • L & D leads/managers

Plus, any senior team member who wishes to understand the importance of customer advocacy and customer experience and how it can improve customer retention and profitability.

Benefits and outcomes

On completion of this programme delegates will come away with a better understanding of the importance of both CA and CX in both brand and business development, and client retention.

More specifically: 

  • Why marketing alone is not enoughCustomer Advocacy Strategy Training
  • How statistics show the benefits of CA and CX (50 key stats)
  • Understand the gaps in their existing customer strategy
  • Will have developed a CVP (Customer Value Proposition)
  • Be able to communicate and create a CA and CX culture in their organisations
  • Develop a 5-point action plan to implement when back in their business 

Content day 1:

  • Orientation, Introductions, Expectations
  • Profiling your personal objectives
  • What is Customer Advocacy?
  • The five pillars of strategy and where CA and CX fit
  • How does/will it impact on businesses in 2020 and beyond?
  • How does it benefit the advocate?
  • What are the key statistics which highlight its benefits? (handout)
  • Some case studies of businesses who have adopted a strong CA and CX approach (handout)
  • The starting point: Customer experience (CX)
  • Profiling your Customer Value Proposition (your brand promise)
  • Profile your individual business CX approach
  • What does your products or services do for your customers? (Roche example)
  • 10 ways to improve your customers experience
  • What will work for you? (capture for action plan)

Content day 2:

  • Customer advocacy and the different platforms where people search
  • How CA is the end result of CX
  • How emotional intelligence works in customer relationships
  • Profiling the different wants and needs of people (your target audience)
  • How different generations require different things from you
  • Using Maslow’s theory of hierarchy in customer needsCustomer Advocacy strategies
  • Churn rates what are they and are they relevant to your business?
  • How can we improve the on-boarding of new clients?
  • Profile your best customers (Pareto’s 80/20 rule)
  • Why are they your best customers?
  • How are they currently advocates?
  • What can we do to utilise our most loyal customers? (10-point plan)
  • Some examples of customer referral templates you can use
  • Action plan and close


  1. 50 key stats on the benefits of adopting customer advocacy approach
  2. Some examples of successful use of CA and CX
  3. Your guide to customer advocacy
  4. New customer onboarding (chart)
  5. Understanding churn rates (basic guide)
  6. Customer referral templates (examples)
Executive Coaching


Free 45 minute follow up coaching session for all participants

Free 45 minute follow up coaching session for all participants Built into our strategic planning workshops is a 45-minute coaching session that is designed a facility for you to consider applying your newfound knowledge. Working in a confidential and safe environment with one of our trained professional coaches and apply it back to your workplace. The extension of the one, two and five-day programmes. Your leaning comes alive by applying the techniques in the workshops to your specific business requirements.

NOTE: PRISM Profiling tool

We utilise the PRISM Brainmapping tool when designing, implementing and maintaining your BSC Prism Profiling(strategic plan). The tool has been developed using the fast paced advances in Neuroscience and has been designed to measure behaviours of individuals and teams in the
workplace in 22 different areas, allowing us to assess the probability of a person (or teams) delivering high performance in any given role.

By understanding your own and other colleagues preferred behaviours, and how individuals’ function under pressure, as well as identifying other areas of strengths and development, it simplifies the process of selecting individuals and teams for specific roles, initiative’s or projects around your strategy.

We can deliver this programme in-house, a one- or two-day course depending on the size of the

Philip Peters

Your Trainer – Philip Peters: Philips expertise has been gained from working at various management levels through to main board director. A key element of his approach is working in partnership with managers, leaders, and organisations to create a clear line of sight down, up and across organisations, installing (where applicable) measurable and achievable KPIs, therefore ensuring all employees are linked to its overall strategic goals, objectives and culture.

Over the years Philip has gained an in-depth understanding of an extensive and diverse range of market sectors from SMEs through to major corporations in both the private and public arenas, across different cultures and economic environments, including the past 9 years working in partnership with organisations from the Former Soviet Union, in Russia, Ukraine,
Azerbaijan, Belarus, Kazakhstan and Georgia.

County Hall London

Time:09.30 – 17.00

Price:£470 (Early bird £375)

Location – Our County Hall London venue is as stunning on the inside as it is on the outside.  Situated on London’s Southbank it is in a great location with breathtaking views over The Houses of Parliament, Big Ben and the London Eye.