Think like the progressive UK bank first direct which has pushed its customer advocacy strategy by creating a ‘Little Black Book’. It’s a recommendations site for first direct customers to post tips and advice on restaurants, travel, shops, people, reliable builders, money-saving tips and so on.
As a third of first direct customers join via recommendations from existing customers, this makes perfect sense. As the site states: ‘As first direct customers, you’ll know by now that we’re not like other banks. We tend to do things a little differently. We know you appreciate that – and that’s precisely why we wanted to create the Little Black Book. Or rather, why we want you to create it. Because the Little Black Book isn’t just another review site. It’s more of a unique source of inspiration – a collection of interesting recommendations made by people like you for people like you that you’re unlikely to find anywhere else but here. And it’s exclusively for first direct customers.’