- Advocacy
- Customers who recommend you without being asked. Your cheapest and most credible growth engine.
Customer Advocacy
Advocacy is the pinnacle of the customer loyalty pyramid. In other words, advocates are customers so satisfied that they actively promote your company without being asked.
Indeed, most organisations spend too much acquiring new customers and too little activating the ones who already love them. In our experience at SurveyGauge, companies with a structured advocacy programme typically halve their effective customer acquisition cost within 12 months.
The Advocacy Pyramid:
- Awareness
- Consideration
- Purchase
- Satisfaction
- Loyalty
- Advocacy - The top tier
Building an Advocacy Programme
Systematic advocacy efforts include:
- Identify Promoters via NPS
- Invite them to participate in case studies, testimonials, and referrals
- Build a formal referral programme with incentives
- Recognise and reward advocates publicly
- Measure the advocacy effect: How many new customers come via recommendations?
Frequently Asked Questions
An advocate typically recommends your company to 5-10 contacts and has 4-7x higher CLV than the average customer. Moreover, referral leads convert 3-5x better than outbound leads with lower churn. The real value is even higher because advocacy compounds over time.
Start with NPS Promoters (score 9-10). Layer in product usage (high adoption), customer tenure, expansion revenue, and community participation. In particular, in B2B, the strongest advocate is often the daily user, not the decision-maker.
Want to measure Advocacy?