Introducing The Forrester Customer Advocacy Model

Customer advocacy is the set of activities and channels an organization uses to build, capture, grow and share positive customer sentiment. The Forrester Customer Advocacy Model defines a step-by-step approach to create a highly effective, customer-driven program that is proactive, measurable, and flexible. The sequence of stages in the model steers practitioners away from common missteps that may diminish advocacy results. In this report, we introduce the Forrester Customer Advocacy Model, a best-in-class framework for planning and building a robust approach to establishing or improving a customer advocacy program that encompasses customers’ and the company’s perspectives.