Customer advocacy

Customer advocacy is a specialized form of customer service in which companies focus on what is best for the customer . It is a change in a company that is supported by customer-focused customer service and marketing techniques.

Customer advocacy business model

A customer advocacy policy encompasses all aspects of customer contact, including products, services, sales and complaints. Some examples of a customer advocacy approach are more likely to be a product of the company, or to be chosen by the customer. customer’s needs. However, there are times when, if they are happy with you, they will pay more for the service as a ‘per se’ talent fee.

Role of the customer advocate

Customer advocates are facilitators between customers and the company. They are trained in cross-functional roles and empowered to provide customers with all areas of business. [1] The role of the customer advocate is three-fold:

  • To be the main contact for the customer in handling a problem or problem, and to keep the customer updated.
  • To facilitate a resolution by bringing together the appropriate department heads.
  • To implement a procedure that does not require more, or to provide better services.

Measuring customer advocacy

Customer advocacy can be integrated into a company’s strategic goals and measured through customer satisfaction, retention, and profitability. A popular proxy for customer advocacy is the Net Promoter Score. [2]


  1. Jump up^ Markey, Rob. “The Essential Roles of a Customer Advocacy Office” . Loyalty Insights . Bain & Company, Inc . Retrieved 9 August 2015 .
  2. Jump up^ Cravens, David W .; Miller-FitzHugh, Kenneth; Piercy, Nigel F. (Jan 27, 2011). The Oxford Handbook of Strategic Sales Management . Oxford University Press. p. 320. ISBN  9780191641749 .