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 and customer success evidence. The Forrester Customer Advocacy Model defines a step-by-step approach to creating a customer-driven program that is proactive, measurable, and flexible. The sequence of stages in the model steers practitioners away from common missteps that may cause internal friction and diminish advocacy results. In this report, we introduce a best-in-class framework for planning and building a robust approach to establishing or improving a customer advocacy program that encompasses customer and company perspectives.