Objective
Advocacy and referral
Helping satisfied customers recommend the brand to others.
Advocacy and referral help satisfied customers recommend the brand to others, the kind of advice people tend to trust most. An integrated plan earns it first with a product and a service worth recommending, then makes sharing easy through community programmes, key moments in the customer relationship, referral tracking and social media. It never pays for praise.
What matters when choosing
- The moments when customers are happiest, and an easy way to invite them to share at those moments.
- Referral rewards that suit the category and do not turn friends into salespeople.
- Tracking that credits each referral fairly and spots abuse.
- Clear disclosure whenever advocates receive anything in return; the rules on reviews and endorsements differ by country.
- Measures of real advocacy: referrals and the customers they bring, ratings and reviews, earned mentions, with recommendation scores read with care.
Questions to ask vendors and agencies
- What would make a satisfied customer want to tell a friend, and what stops them today?
- How do customers who came through a referral behave compared with the others?
- How do we make sure every incentive is disclosed and no review is bought?
Common mistakes
- Buying, filtering or faking reviews, which is unlawful in many markets and destroys trust once found out.
- Asking for recommendations before the experience has earned them.
- Treating a single recommendation score as a forecast of growth rather than a signal to investigate.
Typical disciplines Community and word of mouth CRM and loyalty Affiliate and partner marketing Social media Influencer and creator marketing
Platforms that fit (2)
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- impact.comServes Advocacy and referralStrong match100
- CreatorIQServes Advocacy and referralStrong match100