Determining Customer Advocacy Program Scope

August 3rd, 2018

Lisa Nakano

Summary

Customer advocacy is defined as the activities that help customers share their experience with an organization’s brand, formally and informally. It can include a range of tactics to enable customer participation in brand communication and fulfillment of the brand promise, from simply providing a reference to deeper involvement such as content creation and participating in advisory and mentoring programs. In this report, we introduce a process for choosing advocacy programs with which to execute a customer advocacy strategy.

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