Best Practice Report

Customer Advocacy: Organization And Staffing

January 1st, 2018
Lisa Nakano, null
Lisa Nakano


B2B organizations need to understand the true sentiments of their customers so that they can convert their most satisfied customers into advocacy assets and interactions, such as references, case studies, referrals, testimonials, and speaking engagements. However, some organizations lack a dedicated function with the expertise required to identify and cultivate customers willing to endorse the organization’s offerings and participate in advocacy activities. In this report, we outline best practices for defining and staffing a customer advocacy function.

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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.