Introducing The Forrester Customer Advocacy Maturity Assessment

Customer advocacy programs vary in scope depending on what the organization needs and can support. With many options available, missteps may occur as new customer advocacy programs find their own paths. An assessment of customer advocacy maturity can help B2B organizations identify gaps and prioritize areas for development.

In B2B organizations, customer advocacy programs frequently begin as a reference program created to meet needs of specific sales cycles. Progressively, organizations are seeking to expand and scale customer advocacy into more mature programs that enlist customers proactively and measurably to help tell the brand story and fulfill the brand promise. The path to a mature program may be short or long depending on the organization’s needs and its willingness to devote resources to customer advocacy. In this report, we provide a customer advocacy maturity assessment that can serve as a planning and prioritization guide for robust customer reference and advocacy initiatives.