Summary
Participation in customer advocacy is an individual decision with myriad motivators, even for individuals who must seek organizational approvals. For this reason, participants’ individual motivation should be a primary driver of the scope of a customer advocacy program. B2B organizations that build customer advocacy programs without considering whether the tone and approach suit the customer base and how individuals are motivated run a higher risk of program failure. In this report, we describe four key motivators for customer advocacy participation.
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