How do you transform satisfied customers into loyal advocates? For businesses aiming to thrive in today’s competitive environment, it’s no longer enough to simply solve problems and meet expectations.
True customer advocacy begins with a mindset shift. One that focuses on amplifying what works rather than getting bogged down in troubleshooting what doesn’t.
This approach, rooted in establishing an excitatory bias in the customer relationship, starts with a single, powerful question: “What’s working successfully now?” It reorients interactions to focus on positive possibilities, helping both the agent and the customer move toward a compelling future state.
Let’s explore how companies can adopt this groundbreaking model, backed by research and practical applications, to redefine customer interactions and build enduring loyalty by creating “Positive Activists”: customers who enthusiastically champion the brand.
The Power of Positive Framing
At the core of this model lies the concept of “excitatory bias.” Simply put, it’s creating a forward-looking, energized conversation. When conversations focus on what’s functioning well, customers—and agents—begin envisioning opportunities rather than lingering on frustrations.
...it’s no longer enough to simply solve problems and meet expectations.
Why does this work so effectively? The answer lies in human psychology. Studies show that people are more likely to take action when motivated by positive outcomes rather than avoiding negatives. Conversations framed around strengths and future possibilities evoke enthusiasm and trust, which are critical for sustained engagement and creating Positive Activists for your brand.
Problem-Solving Should Not Be the Default
Traditional customer service often leans heavily on problem solving. While resolving issues is undeniably important, this approach operates with one significant limitation: it maintains focus on what’s broken. This “reactive lens” often fails to move the conversation toward growth or advocacy.
By initiating conversation from the vantage point of “what’s working,” organizations can create a proactive engagement model. This approach:
- Addresses immediate concerns while naturally segueing into possibilities for greater value.
- Positions the brand as solution-oriented, not issue-obsessed.
How Future-Focused Conversations Transform Mindsets
Another foundational pillar of this model is focusing on the desired future state rather than problems rooted in the past. This involves training customer-facing teams to reframe issues into ideas. For customers, this subtle shift can be transformational.
When conversations focus on what’s functioning well, customers—and agents—begin envisioning opportunities rather than lingering on frustrations.
When customers articulate and invest in their desired futures, they are more likely to associate those outcomes with the company that helped create it: building not just satisfaction but loyalty and advocacy. These customers often evolve into Positive Activists who naturally promote your business to others.
Implementation Strategies
Organizations that effectively implement this model ensure their agents are equipped with the right training, tools, and mindset. Actionable strategies include:
1. Building the Right Training Curriculum
- Exercises in reframing customer issues.
- Scenarios that shift conversations to focus on what’s working.
- Clear scripting guidelines with adaptable, conversational language.
2. Making Metrics Reflect Behavior, Not Just Outcomes
- Positive sentiment index from customer feedback.
- Follow-through alignment with future-oriented outcomes.
3. Empowering Agents with Autonomy
- Encourage agents to actively listen and tailor “what’s working” questions to each customer.
4. Celebrating Advocacy Wins
- Share success stories from both customers and agents.
- Amplify examples of customers who became Positive Activists to inspire teams to replicate these outcomes.
A Real-World Example
A leading B2B tech company recently reoriented their inbound service team training to align with this model.
The result? A 20% increase in Net Promoter Scores (NPS) and a sharp rise in repeat purchases—all within six months.
The One Downside...
The only outstanding downfall of customers acting as Positive Activists can be that in their potential over enthusiasm over sell to others and make promises that are actually not part of the offers.
This seldom happens, but the potential for Positive Activists to want to share their good experiences with others is so great they may even exaggerate because in their memories that’s what happened.
Final Takeaways
Turning customers into Positive Activists isn’t just about resolving complaints. It’s about fostering connections that lead customers to associate your company with growth, value, and success.
By training agents to shift the conversations to what’s working, businesses can redefine customer service and sales into advocacy-building opportunities.