In the world of customer advocacy, there's an interesting phenomenon that every program manager encounters: the varying levels of engagement desired by advocates.
While some volunteers prefer occasional involvement, others are eager to dive deep into every opportunity that comes their way.
In the Guide "Starting A New Customer Advocacy Program" Mary Green shares about using advocate newsletters as one way to keep people engaged.
You might also be interested in a post about the value of advocate activities by Amy Ng
The "Secret List" Approach
One effective strategy for managing this dynamic comes from Kristine Kukich's playbook. She maintains what she calls a "secret list" of highly engaged advocates who have explicitly expressed their desire for increased participation. These individuals aren't just passive participants – they're potential "trusted advocates" who have raised their hands to say, "Count me in!"
Looking Ahead: Gamification and Community Structure
The approach is set to evolve further with the introduction of a gamification system and enhanced community structure.
This framework will provide a formal pathway for enthusiastic advocates to step into more prominent roles, allowing them to:
- Respond to impromptu requests
- Engage in on-the-fly opportunities
- Take on greater responsibilities within the community
The Power of Opt-In Engagement
What makes this system particularly effective is its opt-in nature. Advocates who want to be more involved can explicitly indicate their preferences, ensuring that:
- Their enthusiasm is properly channeled
- The program respects everyone's desired level of engagement
- Quick response needs can be met without overwhelming the broader advocate base
Key Takeaway
The secret to a successful advocate program isn't just about having volunteers – it's about understanding and respecting their desired level of engagement while creating structured opportunities for those who want to contribute more. By maintaining this balance, programs can foster a healthy space where everyone can participate at their comfort level.
