What is Customer Advocacy?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 1, 2023

2 minutes

Customer Experience

Customer Advocacy refers to the practice of customers actively promoting and recommending a brand, product, or service to others. It involves customers becoming brand ambassadors and using their positive experiences to advocate for a company. Customer Advocacy is a powerful marketing strategy that can significantly impact a company's reputation, customer acquisition, and overall success.


  1. Social Media Advocacy: Customers share their positive experiences with a brand on social media platforms such as Facebook, Twitter, or Instagram. They may post pictures, write reviews, or recommend the brand to their followers.
  2. Word-of-Mouth Advocacy: Customers engage in conversations with friends, family, or colleagues to recommend a brand. They share their positive experiences and encourage others to try the product or service.
  3. Testimonials and Reviews: Customers provide testimonials or write reviews on websites, forums, or review platforms. These testimonials act as social proof and influence potential customers.


Customer Advocacy is crucial for businesses as it brings several benefits:

  1. Increased Brand Credibility: When customers endorse a brand, it adds credibility and trustworthiness. Positive word-of-mouth recommendations from satisfied customers hold significant weight in the eyes of potential customers.
  2. Higher Customer Acquisition: Advocacy drives new customer acquisition. When existing customers recommend a brand to others, it expands the customer base and helps to attract new customers.
  3. Enhanced Customer Loyalty: Customers who become advocates are more likely to remain loyal to the brand. Advocacy strengthens the bond between the brand and the customer, leading to long-term relationships.
  4. Cost-Effective Marketing: Customer Advocacy is a cost-effective marketing strategy. It relies on leveraging customer experiences and relationships rather than investing in expensive advertising campaigns.

How to Use Customer Advocacy

To effectively use Customer Advocacy, consider the following steps:

  1. Provide Exceptional Customer Experience: Delivering outstanding customer service and ensuring a positive experience at every touchpoint is essential. Satisfied customers are more likely to become advocates.
  2. Encourage and Incentivize Advocacy: Actively encourage customers to advocate for your brand. Offer incentives such as discounts, referral programs, or exclusive rewards to motivate customers to share their positive experiences.
  3. Engage on Social Media: Create a strong social media presence and engage with customers. Respond to their comments, reviews, and messages. Encourage customers to share their experiences and tag your brand on social media platforms.
  4. Collect and Share Testimonials: Collect testimonials and reviews from satisfied customers and share them on your website, social media channels, and other marketing materials. Highlight the positive feedback and showcase the impact your brand has had on customers.

Useful Tips

Here are some additional tips to maximize the effectiveness of Customer Advocacy:

  • Identify and nurture your most loyal customers. They are more likely to become advocates and influence others.
  • Personalize your interactions with customers to make them feel valued and appreciated.
  • Monitor and respond to online reviews promptly, addressing any negative feedback professionally and courteously.
  • Provide clear and easy-to-use platforms for customers to leave reviews and share their experiences.
  • Continuously measure and analyze the impact of Customer Advocacy efforts to refine your strategy and identify areas for improvement.
  • Brand Ambassador
  • Customer Loyalty
  • Referral Program
  • Social Proof
  • Testimonials
  • Word-of-Mouth Marketing


Customer advocacy refers to the practice of customers publicly supporting and promoting a brand or product.
Customer advocacy is important because it helps build brand loyalty, increases customer satisfaction, and drives positive word-of-mouth referrals.
Customer advocacy goes beyond customer service. While customer service focuses on resolving issues, customer advocacy involves actively promoting and recommending the brand to others.
Having customer advocates can lead to increased customer retention, improved brand reputation, higher customer lifetime value, and a competitive edge in the market.
To cultivate customer advocates, a company should provide exceptional customer experiences, actively listen to customer feedback, engage with customers on social media, and build strong relationships with them.
Customer advocacy plays a significant role in customer loyalty as advocates are more likely to remain loyal to a brand, make repeat purchases, and recommend the brand to others.
Companies can measure the impact of customer advocacy by tracking metrics such as Net Promoter Score (NPS), customer satisfaction surveys, referral programs, and social media mentions.
Yes, customer advocacy can be leveraged in marketing strategies. Companies can showcase customer testimonials, create case studies, and encourage user-generated content to highlight the positive experiences of their advocates.
Common challenges in building customer advocacy include gaining initial trust, addressing negative experiences, maintaining engagement with advocates, and ensuring consistency in customer experiences.
Companies can recognize and reward customer advocates by featuring them in marketing campaigns, offering exclusive discounts or perks, providing early access to new products, and expressing gratitude through personalized messages or gifts.

Article by

Ruben Buijs

Ruben, the founder of Boei, leverages over a decade of consultancy experience at Ernst & Young to optimize lead generation. Boei specializes in converting website visitors into qualified leads. Outside of work, Ruben is passionate about crossfit and enjoys gaming occasionally.

Table of contents

  1. Examples
  2. Importance
  3. How to Use Customer Advocacy
  4. Useful Tips
  5. Related Terms

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