Best Practice Report

Recruiting And Retaining Customer Advocates

January 1st, 2018


Attracting the right types of customer advocates is a high priority for B2B organizations, as peer recommendations play an increasingly important role in buyers’ purchasing and retention decisions. Forrester’s research indicates that 80% of B2B buying decisions are influenced by direct or indirect customer experience and engagement. This report describes best practices for recruiting and retaining customer advocates and outlines the advantages and disadvantages of common recruitment sources.

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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.