Customer Advocacy
The practice of turning satisfied customers into active promoters who voluntarily recommend your product or service to others, creating authentic word-of-mouth marketing.
What is Customer Advocacy?
Customer advocacy occurs when satisfied customers become voluntary promoters of your brand, actively recommending your product or service to others without being asked or compensated. For SaaS companies, customer advocates are invaluable assets who provide authentic testimonials, participate in case studies, refer new customers, and defend your brand in public forums. This organic promotion is more trusted and effective than traditional marketing messages.
Types of Customer Advocacy
Customers naturally recommend your product in conversations with peers, colleagues, and industry contacts.
Positive reviews on platforms like G2, Capterra, and Trustpilot, plus testimonials on your website.
Customers who agree to be featured in detailed case studies showcasing their success with your product.
Advocates who speak at conferences, webinars, or user events about their positive experience.
How to Build Customer Advocacy
Deliver Exceptional Value
The foundation of customer advocacy is delivering exceptional value that exceeds expectations. When customers achieve significant results with your product, they naturally want to share their success stories.
Provide Outstanding Support
Responsive, helpful customer support creates positive experiences that customers remember and share. This aligns with broader go-to-market strategies that prioritize customer success as a growth driver.
Build Relationships
Invest in genuine relationships with customers beyond the transaction. Regular check-ins, exclusive events, and personal connections foster loyalty and advocacy.
Make Advocacy Easy
Provide simple ways for customers to share their experiences, such as review templates, referral programs, and social sharing tools. Understanding the role of customer success is crucial for creating systematic advocacy programs.
Customer Advocacy Program Components
Formal Programs
- • Customer advisory boards
- • Reference customer programs
- • User community platforms
- • Beta testing groups
- • Customer success stories
Recognition & Rewards
- • Customer spotlight features
- • Exclusive access to new features
- • Conference speaking opportunities
- • Awards and recognition programs
- • Referral incentives
Benefits of Customer Advocacy
Higher Conversion Rates
Prospects are more likely to convert when they see authentic testimonials and case studies from similar companies.
Reduced Acquisition Costs
Word-of-mouth referrals and organic advocacy reduce the need for paid advertising and lower customer acquisition costs.
Enhanced Credibility
Third-party endorsements from real customers carry more weight than company marketing messages.
Improved Retention
Customers who become advocates are more engaged and less likely to churn, increasing lifetime value.
Measuring Advocacy Success
Promoter rating range
Of new customers from referrals
Average rating across platforms
Customer Advocacy Best Practices
Start Early in the Customer Journey
Begin building advocacy during onboarding by ensuring customers achieve early wins and see immediate value.
Personalize Advocacy Requests
Tailor requests for testimonials, reviews, or referrals based on the customer's specific use case and success story.
Make It Mutually Beneficial
Ensure advocacy activities provide value to the customer, such as industry recognition or networking opportunities.
Follow Up and Show Appreciation
Always thank advocates for their support and show them how their advocacy is making a difference.
Ready to Build Customer Advocacy?
Let our team help you create a customer advocacy program that turns satisfied customers into your most powerful marketing asset.
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