Top tips for great customer advocacy

Last week I wrote about the strategic benefits of Customer Programmes that go way beyond just a PR exercise.  I had some interesting feedback on this and requests for advice.

So here are some quick tips to make sure your Programme produces some excellent advocacy material!  🙂

As always, I’d love to hear what makes your Customer Programme tick and how you use the content so please do leave a comment. And if you want some more detailed information then please do get in touch.

Evaluate your current customer base.

  • Where are your core competencies? Which industries, market sectors and regions do you have most customers in? Which markets and regions do you want / need to expand in? What are the typical issues you help your customers overcome? Etc etc…

Analyse your existing Customer Programme, no matter how large or small.

  • What’s working and isn’t? Do you have any reference gaps that need filling – types of customers, certain countries, products or regions have little or no references…

Research copywriters or content creation firms.

  • Writing is an art

    You need experienced specialists producing your content – they’ll ensure it’s ‘on message’, punchy and engaging. They’ll also offer creative counsel to add more fizz to really make it stand-out.

Make metrics a priority.

  • People want to see how much time or money a customer has saved over a period of time. Or percentage increases in sales. How about some short anecdotal quotes that demonstrate with real examples how they saved money or won new business because of you?

Make it easy for your customers to get involved.

  • Produce a concise “Process & Benefits” one-pager that explains to customers what it involves, what’s expected of them and why it will benefit them.
  • Create a “Multi-Content Menu” that your customers can simply tick to agree what they are happy to do. If it’s just a quote, that’s absolutely fine – some customers will be more willing to be an advocate than others.

Get your employees on board to find the killer customer stories.

  • Incentivise for better results

    Running a quarterly competition has always worked extremely well for me – offer a points-based scoring system for completed pieces of content (e.g. 1 point for a quote, 3 for a written case study, 5 for a video). The quarterly winner gets an iPad or couple of hundred pounds; the runner-up something a bit less. Competition and financial gain are great ways to get your employees engaged!

About Dan Purvis

PR, comms, digital / social media specialist and advisor.

While consistently balancing the need for sustainable, impactful campaigns that incorporate PR, social/digital media and external communications in the mix, I ensure that game-changing strategies are aligned to commercial goals and objectives. Passionate about social media, the value of digital properties and PR, I have a proven track record of successfully leading various PR-specific and multi-discipline marketing campaigns. Internal comms, crisis comms and stakeholder liaison is also a core strength of mine.


  1. Like the inclusion of ‘gamification’ type incentives in the last point. As the social enterprise becomes more important, I can see gamification being a real driver (if not already). And metrics is always good … 😉

    • Indeed – nothing like a bit of competition or gaming to help things along. Metrics will always be crucial – you can wax lyrical about a company, product or service, but without real examples and hard facts then you won’t have substance. Thanks for your comment, Chris!

  2. Paul Szymanski says:

    Awesome post Dan! I highly agree with experienced specialists producing content, it makes a huge difference! Great call on making metrics a priority as well.

    • Thanks Paul! Appreciate it. It’s surprising how a lot of people think anyone can just write a case study or similar content…asking the writing questions to get the juicy story and interesting anecdotes is tricky, but then writing it in a style that’s engaging, punchy and still tells a story from beginning to middle to end is key!

  3. Super jazzed about getting that knwwh-oo.


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