9: How to Turn Your Customers into Brand Ambassadors

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episode 9 - brand ambassadors

Have you ever wondered how some companies manage to get their customers to become their biggest ambassadors? In this blog post, we will dive into the topic of “brand ambassadors” and teach you how you can turn your customers into engaged advocates for your business. We draw inspiration from the Salesonomics podcast: “The Hybrid Customer Journey”, where Mathias Härenstam and Otto Dahlin share their knowledge and concrete tips. 

Are you thinking about how to increase revenue, strengthen your brand, and improve customer satisfaction? Ambassadors are crucial! In today’s digital world, ambassadors can be invaluable in helping your business reach new heights. But how do you create these loyal advocates? Keep reading and you’ll find out everything you need to know! 

What is an ambassador? 

An ambassador, in this case when we talk about brands, is not a person who works at an embassy somewhere in the world. Instead, it is a person who actively recommends and spreads positive words about your company and your solutions to others. It can be anyone really! 

  • Satisfied customers: The very best ambassadors are often your own customers. Customers who have had a positive experience with your company and who love your solutions are more likely to tell others about it. 
  • Partners and collaborations: Do you collaborate with other companies? Your partners can also become brand ambassadors. By recommending your services to their customers, they can help you reach new target groups, or help you get into companies that you have previously not been able to attract interest from. 
  • Employees: Your employees can be some of your strongest ambassadors. If they are proud to work at your company and believe in what you do, they will likely spread positive energy and recommend your brand to others in their network. 
  • Influencers: Influencers on social media can also be ambassadors, but it is important to choose the right people who fit your brand and your target audience. 

So, ambassadors don’t need to have a formal connection to your company. An ambassador can just as easily be a person from your personal network. The most important thing is that they are enthusiastic about what you do and willing to share their positive experience with others.   

Why are ambassadors important? 

There is a 92% higher chance of feeling confident in a solution that is recommended by a colleague. It is also 70% more likely that you will make a purchase if you have first seen positive reviews on social media. Something that makes this extra interesting is that you don’t even need to know the person who leaves a positive review. But the benefits of ambassadors go beyond that. Here are some reasons why ambassadors are so important: 

  • Increased sales: Ambassadors can help you reach a new target audience and generate new leads. By recommending your company to others in their network, they can attract potential customers that you might not have reached on your own. 
  • Stronger brand: Positive recommendations from ambassadors build awareness and increase customer confidence in your brand. Ambassadors can help you create a positive and credible image of your company. 
  • Improved customer satisfaction: Ambassadors can give you valuable feedback on your product or service. By listening to their opinions, you can learn what you are doing well and what you can improve to create even happier customers. 
  • Cost-effective marketing: Creating loyal ambassadors is a cost-effective way to market your business. Compared to traditional marketing, ambassador programs can give you more credibility and reach a more engaged audience. 

Ambassadors can play a crucial role in helping your business grow. They can, among other things, generate new leads, increase sales, strengthen your brand and improve customer satisfaction. 

How to create ambassadors

Creating a large group of brand ambassadors is not about buying likes and followers on social media. It is about building genuine relationships with your customers and making them feel appreciated. Here are some tips on how you can create loyal ambassadors for your business: 

  • Focus on customer satisfaction: The most important thing is to deliver a high-quality solution that gives your customers a positive experience. Satisfied customers are much more likely to become ambassadors for your brand. 
  • Show appreciation: There are too many companies that take their ambassadors for granted. Let your customers know that you appreciate them! Thank them for their purchases, give them personal messages or offer them exclusive discounts and offers. 
  • Engage your customers: Create a dialogue with your customers. Give them the opportunity to interact with your company on social media, through customer surveys or competitions. The more engaged your customers feel, the more loyal they will become to your brand. 
  • Give them a platform: Make it easy for your ambassadors to spread their message. You can create an ambassador program where they get access to exclusive content, discounts or the opportunity to take part in events. You can also encourage them to share their positive experiences on social media using a special hashtag. 

Remember that ambassadors are created through long-term relationships and interactions. By focusing on customer satisfaction, showing appreciation, and engaging your customers, you can build a loyal following that becomes your company’s best advocates. 

Examples from the Salesonomics podcast: “The Hybrid Customer Journey” 

In the podcast episode, Mathias Härenstam and Otto Dahlin shared practical tips on how you can create brand ambassadors. Here are some of their best examples: 

  • Follow up with your customers: Find out how your customers experienced your product or service. Send out surveys or call them to get feedback. By showing that you care about their opinions, you also show that you are willing to improve. Satisfied customers are more likely to recommend your company to others. Additionally, sometimes your customers haven’t fully considered the results they’ve achieved from your solution. By following up with them properly, you can ensure they are aware of the results your company has helped them achieve. 
  • Recognize your ambassadors: Have you identified a customer who often recommends you? Show your appreciation! Give them a personal thank you, an exclusive discount, or a gift. Feeling recognized strengthens loyalty and makes them even more likely to continue spreading positive words about your brand. 
  • Be creative: Creating ambassadors is not a “one-size-fits-all” solution. Be creative and find ways to engage your customers that fit your specific company and target audience. This could involve engaging your ambassadors when they don’t expect anything or giving them a highly personalized gift. Instead of sending out a discount code, you could give away a product that your ambassadors would want to use and that reminds them of you when they do. Think creatively and create loyalty in new and innovative ways. 


Creating brand ambassadors is an investment that can truly pay off. By focusing on customer satisfaction, showing appreciation, and engaging your customers, you can build a loyal group of advocates who will help you reach your business goals. 

Remember this about ambassadors

  • Build relationships: Creating ambassadors is about building long-term and trusting relationships with your customers. 
  • Show you care: Let your customers know that you appreciate them and value their feedback. The more appreciated they feel, the greater the chance they will become ambassadors for your brand. 
  • Make it easy to share: Make it easy for your ambassadors to spread their message. Give them tools and platforms to share their positive experiences with your company. 

Are you ready to take your company to the next level? Start building your group of brand ambassadors today by contacting us! 

Want to know more? 

Listen to the podcast “The Hybrid Customer Journey” for more tips and insights on how to create ambassadors for your company. 

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Simon Blanche