Best Practice Report

Customer Advocacy and References: Business Requirements

January 4th, 2019


Customer engagement functions deploy customer advocacy and reference programs to drive loyalty, retention and growth. Understanding the business requirements for customer advocacy and reference programs enables leaders to meet these requirements with people, processes and technologies. Technologies must be evaluated according to their ability to support these business requirements.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.