Top Tips For Creating Sustainable Customer Advocacy with David Coates, Director of Customer Marketing at IronMountain Visit www.advocamp.com for everything you need to know about Advocamp - the biggest customer experience, engagement and advocacy event of the year.

1. 1

2. It’s Not About Me,
It’s About You:
Guiding Principles for Customer Advocacy
Day 3 // March 9th, 2016
2

3. Okay, a little about me!

4. 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

5. One size does not fit all

6. 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

7. Invest in the
relationship
not just the revenue

8. 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

9. Think enablement…
for the customer

10. 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)

11. Advocate for the
Advocates

12. 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

13. Patience is a virtue, but
it also creates value

14. 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

15. 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

16. THANK YOU!
David Coates
Director, Customer Marketing | Iron Mountain
(p) 617-535-8509
(e) david.coates@ironmountain.com
David Coates CAMP Boston

17. 17