In this episode, Sean and Joe discuss the different aspects of creating and measuring product loyalty and advocacy and then talk with Adam Bates from Amazon about how he works on creating loyalty within his own customer base. Adam is the Head of Product Management at Amazon and has over a decade of experience working in product.
Advocacy is the goal for any software product that interacts with humans. Your users are priceless advocates for your product. Whether you’re building a website, a mobile app, or any digital technology that interfaces with people, the goal is to build product loyalty and eventually advocacy among users. Adam Bates discusses the loyalty ladder with Sean and Joe: first earning trust, then building loyalty, and ultimately earning advocacy. If you try to force customers to be advocates without first earning their trust and loyalty, for example, they will not be nearly as valuable to you. Customers need to go up the ladder, and Adam discusses how they do this at Amazon.
Listen to this episode to hear more from Adam, Sean, and Joe, including:
- Methods of measuring product success and customer advocacy
- How Amazon understands and prioritizes their customers using data
- Using Kerry Rodden’s HEART metrics framework to measure user experience