Best Practice Report

Motivating Customers for Advocacy Participation

January 8th, 2020


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.