FAQ
1. What is customer advocacy?
Customer advocacy is a form of marketing that leverages the positive experiences and successes of customers to demonstrate the business value of a solution. (Definition from Institute of Certified Customer Advocacy Professionals—CCAP.)
2. Why do customer advocates matter?
According to ICCAP, advocates help grow revenue by sharing their positive experiences. On a personal level, advocacy happens when an individual expresses genuine enthusiasm for the impact your company has delivered.
3. How should advocates be used?
Customer advocates are most effective as sources of social proof—case studies, testimonials, peer referrals, and reference calls. Their stories help reduce perceived risk for late‑stage buyers and accelerate deal cycles.
4. Advocate vs. Reference Account — what’s the difference?
A customer advocate is an individual who voluntarily participates in advocacy activities based on their personal experience.
A reference account is a business entity that has formally agreed to support advocacy efforts.
Reference accounts often carry name recognition. Advocates provide ongoing, authentic human storytelling and typically need internal approval before participating.
5. Advocate vs. Influencer — how do they differ?
Customer advocates are actual users who promote your brand based on first‑hand experience. Their motivation is intrinsic—they share because they believe in the product’s value.
Influencers are experts or thought leaders who may or may not use your product. Their platform is built on authority and reach, and their relationship with a brand is typically contractual.
6. Should customers be paid for advocacy?
Direct payment for testimonials or reviews is risky and often undermines authenticity. Successful programs offer value‑based rewards that strengthen the professional relationship.
Payment is appropriate when a customer performs a professional service—such as keynote speaking or writing a technical whitepaper—provided the relationship is transparent.
7. What motivates customer advocates?
Advocacy is rooted in trust. Prospective buyers must trust the advocate, and advocates must trust you.
Advocates are motivated by both professional and personal wins. To identify the right value exchange, consider:
- What outcomes does your company want?
- What benefits do advocates want—and what are you willing to offer?
8. How do I identify potential advocates?
Potential advocates can be sourced from:
- Your data: win/loss, NPS, product ratings, CX insights
- Your teams: sales, customer success, support, operations, marketing, PR/AR/IR
- Your communities: advisory boards, user conferences, development partners, professional groups, online communities, social media, and existing advocates
9. Why partner with Froehlich Communications?
Froehlich Communications brings more than two decades of experience building and sustaining successful customer advocacy activities. You’ll benefit from:
- A foundation built on trust, authenticity, and social evidence
- Deliverables your sales team can use with confidence
- A scalable framework and tools
- Strategic coaching when you need it
- Flexible terms that streamline purchasing
10. What does it cost to build or accelerate an advocacy program?
Every program is unique, and pricing is tailored to your goals. A successful framework typically includes:
- Advocate recruiting and onboarding
- Customer story content
- Sales reference enablement
- Stakeholder training
- Advocate incentives
- Software to manage and track success
Froehlich Communications will work with you to design a program that fits your needs—whether you’re starting fresh or elevating an existing initiative.