Customer Advocacy

Michael Kleinaltenkamp, Katharina Prohl-Schwenke and Laura Elgeti
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Michael Kleinaltenkamp: Freie Universität Berlin
Katharina Prohl-Schwenke: Customer Success Academy
Laura Elgeti: Customer Success Academy

Chapter 8 in Customer Success Management, 2023, pp 69-74 from Springer

Abstract: Abstract Convincing new customers is challenging, especially when selling complex or subscription-based offerings. Here, customers often struggle to assess solutions’ quality due to solutions’ numerous and varied elements and their future-oriented nature. Therefore, prospective customers are not guaranteed that a solution promised in a CVP and the associated expectations of the VIU will actually be realized when using the solution. Beyond this backdrop, customer advocacy helps to ensure solution growth outside of the existing customer base. This includes referrals like testimonials, online reviews, or case studies. Such customers’ advocacy activities can be motivated through membership in customer advisory board (CABs) or customer referral programs.

Date: 2023
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DOI: 10.1007/978-3-031-26178-7_8

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