Best Practice Report

The Evolution Of Customer Advocacy

January 1st, 2018
Lisa Nakano, null
Lisa Nakano


As B2B organizations grow and change, they must often make new investments to meet their needs. The customer advocacy function often starts as a part-time or sparsely staffed department but quickly expands as it proves its value within a growing organization. In this report, we explain how the customer advocacy function evolves by revenue band and describe how enhancements to the function’s role, people, processes, interlock, and infrastructure can improve its effectiveness.

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.