Customer Success (CS) is no longer the unsung hero of business operations—it’s the rock star transforming the way businesses engage with their customers. From driving up net retention to spiking Net Promoter Scores (NPS) and fueling product adoption, the benefits of a well-oiled Customer Success machine are indisputable. But while financial metrics and satisfaction scores are solid, I’d argue there’s an even more powerful barometer of a successful CS strategy: customer advocacy.
Yes, advocacy—the golden ticket that transforms customers from passive consumers into active evangelists. And when done right, it’s not just a nice-to-have; it’s a revenue-driving, credibility-boosting powerhouse. Let’s break it down.
Why Advocacy Matters: The Sales and Marketing Multiplier
Harvard Business Review research brings this home with a bang: 84% of B2B buyers start their purchasing journey with a referral. Let that sink in. Add the kicker—90% of B2B buying decisions are influenced by peer recommendations—and you’ve got yourself a recipe for unstoppable sales momentum. Advocacy doesn’t just complement your go-to-market strategy; it supercharges it.
Think about it: a single advocate can yield multiple wins. Whether it’s their logo gracing your homepage, a glowing review on G2, or a case study that doubles as your sales team’s closer, advocates are worth their weight in gold.
The Advocacy Arsenal: How It Shows Up
Here’s what advocacy looks like in the wild:
- Website features: That customer logo in your portfolio? It’s trust in visual form.
- Glowing reviews: Honest, enthusiastic testimonials from users who love your product.
- Reference calls: Prospective customers hearing first-hand how you deliver value.
- Speaking engagements: Advocates telling your story at conferences or webinars.
- Case studies: Immersive narratives that show, not tell, the impact of your solution.
But here’s the million-dollar question: how do you find these advocates? I’ve got you covered.
Tips to Build an Army of Advocates
- Tap into NPS Promoters: Your Net Promoter Score is a treasure map. Customers rating you 9 or 10 aren’t just satisfied—they’re evangelists waiting to be unleashed. A quick follow-up call to thank them can organically evolve into a request to join your advocacy program. Pro tip: personalize the ask based on what they loved most.
- Spot the Super Users: Usage data is a goldmine. Identify users who are not just logging in but also leveraging your solution’s full spectrum of features. These are your power players—the ones who can articulate exactly how your product makes their lives easier.
- Leverage Every Interaction: Every touchpoint is an opportunity. Whether it’s during a support ticket, a training session, or a casual email exchange, listen for moments where customers share their wins. Executive Business Reviews (EBRs) are particularly fertile ground—C-suite advocacy carries unmatched weight.
- Look for Champions in Communities: Got an online user community? Scan for frequent contributors who help others or share insights. These champions are natural advocates and might even volunteer for beta programs or feature trials.
- Value Repeat Customers: When customers bring your solution to new organizations, they’re casting the ultimate vote of confidence. These repeat customers can showcase your solution’s versatility and value across different contexts.
- Celebrate Renewals and Growth: Renewals aren’t just transactions; they’re milestones that signal trust. When a customer renews or expands their contract, it’s the perfect time to ask if you can share their success story.
The Mindset Shift: From Firefighter to Advocate Builder
Here’s where Customer Success professionals often trip up. The day-to-day grind of resolving issues can create a tunnel vision: fix the problem, breathe a sigh of relief, and move on. But what if we flipped the script? What if every glowing customer interaction became an advocacy opportunity?
When a customer sings your praises, the first thought shouldn’t be relief—it should be, “Could this person become an advocate?” This subtle but powerful shift in mindset is what turns a good CS strategy into a great one.
Advocacy is the North Star
At its core, Customer Success is about delivering value. Advocacy is the natural outcome of that value—a tangible, measurable, and deeply impactful metric that resonates across the enterprise. So, as you refine your CS strategy, remember: advocacy isn’t just another box to tick. It’s the ultimate sign that you’re not just meeting customer expectations but exceeding them—and turning them into lifelong fans.
Now go, build that army of advocates. Your sales team will thank you. Your marketing team will worship you. And your bottom line? Let’s just say it’ll look very, very good.