{"id":186587,"date":"2024-05-20T09:16:42","date_gmt":"2024-05-20T09:16:42","guid":{"rendered":"https:\/\/userpilot.com\/blog\/customer-advocacy-strategy\/"},"modified":"2026-04-13T18:43:01","modified_gmt":"2026-04-13T18:43:01","slug":"customer-advocacy-strategy","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/customer-advocacy-strategy\/","title":{"rendered":"How to Create a Customer Advocacy Strategy for SaaS Companies"},"content":{"rendered":"<p>Are you trying to develop a <a href=\"https:\/\/userpilot.com\/blog\/customer-advocacy\/\">customer advocacy<\/a> strategy for your SaaS but not sure how to go about it?<\/p>\n<p>If so, this article is exactly what you need!<\/p>\n<p>You will find out what customer advocacy is, how it improves <a href=\"https:\/\/userpilot.com\/solutions\/customer-retention\/\" target=\"_blank\" rel=\"noopener noreferrer\">retention <\/a>and other key metrics, and learn about different types of customer advocacy programs and how to build them.<\/p>\n<p>Let&#8217;s get into it, shall we?<\/p>\n<h2 id=\"333q9\">What is customer advocacy?<\/h2>\n<p>Customer advocacy is a stage in the <a href=\"https:\/\/userpilot.com\/blog\/b2b-saas-customer-journey-map\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer journey <\/a>when satisfied long-term product users become product champions and promote the product in their private and professional circles.<\/p>\n<h2 id=\"66uau\">Why do you need customer advocates?<\/h2>\n<p>Customer advocates are a valuable asset for a SaaS business.<\/p>\n<p>First, they help you increase your brand visibility and <a href=\"https:\/\/userpilot.com\/blog\/customer-advocacy\/\" target=\"_blank\" rel=\"noopener noreferrer\">acquire new customers<\/a>. <a href=\"https:\/\/userpilot.com\/blog\/word-of-mouth-wom\/\" target=\"_blank\" rel=\"noopener noreferrer\">Word-of-mouth<\/a> marketing is more cost-effective than other channels.<\/p>\n<p>Marketers agree that it&#8217;s also the most efficient <a href=\"https:\/\/userpilot.com\/blog\/customer-acquisition-channels\/\" target=\"_blank\" rel=\"noopener noreferrer\">channel<\/a>. Prospective customers are more likely to trust a recommendation from someone they know than your marketing <a href=\"https:\/\/userpilot.com\/blog\/messaging-strategies-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">messages<\/a>.<\/p>\n<p>This, combined with their high loyalty and <a href=\"https:\/\/userpilot.com\/blog\/retention-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">retention<\/a>, drives product growth.<\/p>\n<p>As product advocates are usually highly engaged and experienced product users, they can provide insightful feedback that drives <a href=\"https:\/\/userpilot.com\/blog\/product-improvement-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">product improvement<\/a>s and innovation.<\/p>\n<h2 id=\"7h08b\">What is a customer advocacy program?<\/h2>\n<p>A customer advocacy program is an approach designed to harness the power of your most <a href=\"https:\/\/userpilot.com\/blog\/customer-satisfaction-survey-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">satisfied customers <\/a>and turn them into product and brand advocates.<\/p>\n<p>Wondering if you need one?<\/p>\n<p>Satisfied users naturally turn into product promoters but this can be random. Some of them do, some of them don&#8217;t.<\/p>\n<p>A structured program gives you more control over the process and allows you to actively foster advocacy.<\/p>\n<h2 id=\"2tqmr\">Types of customer advocacy programs<\/h2>\n<p>Companies use a few kinds of customer loyalty programs to boost visibility and drive <a href=\"https:\/\/userpilot.com\/blog\/saas-growth-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">growth<\/a>:<\/p>\n<ul>\n<li><strong>Customer referral programs <\/strong>reward users with discounts, upgrades, extra credits, or even monetary compensation for referring prospective customers to the product.<\/li>\n<li><strong>Brand ambassador programs <\/strong>focus on creating a group of highly <a href=\"https:\/\/userpilot.com\/blog\/customer-loyalty\/\" target=\"_blank\" rel=\"noopener noreferrer\">loyal <\/a>and engaged users who provide assistance to other users, create in-depth reviews, and act as product ambassadors.<\/li>\n<li><strong>User groups and community forums <\/strong>are platforms where customers can interact, share best practices, and provide peer-to-peer support. They strengthen the user community and provide valuable user-generated <a href=\"https:\/\/userpilot.com\/blog\/product-led-content-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">content <\/a>and feedback.<\/li>\n<li><strong>Customer advisory boards <\/strong>are select groups of customers invited to give strategic input to the company\u2019s <a href=\"https:\/\/userpilot.com\/blog\/product-leadership\/\" target=\"_blank\" rel=\"noopener noreferrer\">leadership<\/a>, for example, through regular meetings.<\/li>\n<li><strong>Social sharing initiatives <\/strong>encourage users to promote the product via social media by sharing their experiences and insights about the product. This amplifies brand visibility and bolsters its credibility.<\/li>\n<li><strong>Customer reviews and testimonials<\/strong>, for example on the company website, social media profile, or 3rd party sites, hinge on the social proof principle to build <a href=\"https:\/\/userpilot.com\/blog\/user-trust\/\" target=\"_blank\" rel=\"noopener noreferrer\">trust <\/a>with prospective customers.<\/li>\n<li><strong>Affiliate programs <\/strong>offer your most loyal customers a commission on every <a href=\"https:\/\/userpilot.com\/blog\/product-led-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\">sale <\/a>made through a referral link, which they include on their website, blog, or newsletter.<\/li>\n<\/ul>\n<h2 id=\"9db88\">How do you build a successful customer advocacy program?<\/h2>\n<p>Here&#8217;s a quick guide to building a powerful customer advocacy strategy that will boost customer acquisition, reduce <a href=\"https:\/\/userpilot.com\/blog\/average-customer-acquisition-cost\/\" target=\"_blank\" rel=\"noopener noreferrer\">acquisition costs<\/a>, strengthen loyalty, and increase <a href=\"https:\/\/userpilot.com\/blog\/calculate-lifetime-value-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer lifetime value<\/a>.<\/p>\n<h3 id=\"eh0lj\">1. Set objectives<\/h3>\n<p>As with any other strategy, your customer advocacy program needs goals. To guide your efforts and provide benchmarks against which you can measure progress.<\/p>\n<p>An example of a good objective could be &#8220;Increase sales from referrals by 15% in the next six months.&#8221;<\/p>\n<p>To create this goal, I used the SMART<a href=\"https:\/\/userpilot.com\/blog\/goal-setting-frameworks-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\"> goal-setting framework<\/a>. The acronym stands for Specific, Measurable, Achievable, Relevant and Time-bound.<\/p>\n<h3 id=\"do5mc\">2. Foster customer loyalty and customer satisfaction<\/h3>\n<p>To turn your customers into product advocates, you first need to improve<a href=\"https:\/\/userpilot.com\/blog\/real-time-customer-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\"> customer engagement<\/a> and satisfaction.<\/p>\n<p>How to do it?<\/p>\n<ul>\n<li>Promote <a href=\"https:\/\/userpilot.com\/blog\/continuous-discovery-framework-teresa-torres\/\" target=\"_blank\" rel=\"noopener noreferrer\">continuous product discovery<\/a> to identify new opportunities and ensure that your product keeps solving genuine customer programs.<\/li>\n<li>Keep innovating to <a href=\"https:\/\/userpilot.com\/blog\/adding-value-to-products\/\" target=\"_blank\" rel=\"noopener noreferrer\">add value <\/a>to the product and maintain the competitive edge.<\/li>\n<li>Implement a robust <a href=\"https:\/\/userpilot.com\/blog\/saas-onboarding-process-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding process <\/a>to lead users to value and help them achieve their goals.<\/li>\n<li>Invest in<a href=\"https:\/\/userpilot.com\/blog\/customer-education\/\" target=\"_blank\" rel=\"noopener noreferrer\"> customer education<\/a> to help users master the product and realize its full potential.<\/li>\n<li>Provide<a href=\"https:\/\/userpilot.com\/blog\/self-service-portals\/\" target=\"_blank\" rel=\"noopener noreferrer\"> self-service <\/a>in-app support and empower the <a href=\"https:\/\/userpilot.com\/blog\/customer-service-golden-rules\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service<\/a> team to go above and beyond when supporting customers.<\/li>\n<\/ul>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/resource-center-customer-advocacy-strategy_6524410be863e199728c25327c53f5c7.gif 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/resource-center-customer-advocacy-strategy_6524410be863e199728c25327c53f5c7.gif 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/resource-center-customer-advocacy-strategy_6524410be863e199728c25327c53f5c7.gif\" alt=\"Customer advocacy strategy: Attention Intelligence resource center\" \/><\/picture><\/figure>\n<p>Attention Intelligence resource center.<\/p>\n<h3 id=\"a8vjg\">3. Build lasting customer relationships<\/h3>\n<p>Building lasting <a href=\"https:\/\/userpilot.com\/blog\/customer-relationship-management-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">relationships <\/a>with customers is crucial for the success of your customer advocacy initiatives.<\/p>\n<p>How can you do it?<\/p>\n<ul>\n<li><a href=\"https:\/\/userpilot.com\/blog\/saas-personalized-user-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalize customer experience <\/a>to better address customer <a href=\"https:\/\/userpilot.com\/blog\/predict-customer-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">needs <\/a>and demonstrate your commitment to their success.<\/li>\n<li>Allocate dedicated <a href=\"https:\/\/userpilot.com\/blog\/customer-success-roles\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer success managers <\/a>who work together with customers to maximize product value in their unique circumstances and shape future <a href=\"https:\/\/userpilot.com\/blog\/product-development-process\/\" target=\"_blank\" rel=\"noopener noreferrer\">product development<\/a>.<\/li>\n<li>Host events and webinars that provide valuable content and networking opportunities.<\/li>\n<li>Create forums and user groups where customers can engage with each other, share resources, and seek assistance. It gives them a sense of belonging and strengthens their loyalty.<\/li>\n<\/ul>\n<h3 id=\"2rufa\">4. Implement customer loyalty programs<\/h3>\n<p>Customer loyalty programs reward customers for their continued use or repeated purchases. They foster long-term <a href=\"https:\/\/userpilot.com\/blog\/customer-retention-analytics-ultimate-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer retention<\/a>, engagement &#8211; and advocacy.<\/p>\n<p>This could be in the form of:<\/p>\n<ul>\n<li>Tiered loyalty programs where perks and rewards depend on<a href=\"https:\/\/userpilot.com\/blog\/product-usage-analytics-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\"> product usage <\/a>or customer tenure with the brand.<\/li>\n<li>Access to exclusive content and resources or communities that enhance experience and <a href=\"https:\/\/userpilot.com\/blog\/adding-value-to-products\/\" target=\"_blank\" rel=\"noopener noreferrer\">add value<\/a>.<\/li>\n<li>Early access and <a href=\"https:\/\/userpilot.com\/blog\/beta-testing-in-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">beta programs<\/a> rewarding users for their loyalty and collecting their insights about <a href=\"https:\/\/userpilot.com\/blog\/how-to-measure-new-feature-success\/\" target=\"_blank\" rel=\"noopener noreferrer\">new features<\/a>.<\/li>\n<li>Referral programs, like the Airtable one, which rewards customers with $10 in credit for every referral.<\/li>\n<\/ul>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/airtable-customer-advocacy-strategy_e0d8a8f3abc4a0cd511305cbc9f32474_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/airtable-customer-advocacy-strategy_e0d8a8f3abc4a0cd511305cbc9f32474_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/airtable-customer-advocacy-strategy_e0d8a8f3abc4a0cd511305cbc9f32474_800.png\" alt=\"Customer advocacy strategy: Airtable referral program\" \/><\/picture><figcaption>Airtable referral program.<\/figcaption><\/figure>\n<h3 id=\"f3975\">5. Identify power users<\/h3>\n<p><a href=\"https:\/\/userpilot.com\/blog\/power-users\/\" target=\"_blank\" rel=\"noopener noreferrer\">Power users <\/a>are the most loyal and competent product users. They know the product, use it successfully to achieve their goals, and have a vested interest in supporting it. This makes them excellent product advocates.<\/p>\n<p>What makes a power user depends on the product.<\/p>\n<p>For example, it could be customers on a <a href=\"https:\/\/userpilot.com\/blog\/how-to-boost-trial-to-paid-conversion\/\" target=\"_blank\" rel=\"noopener noreferrer\">paid <\/a>plan who have been using the product for a certain period and have renewed their subscription at least once. Or have used a certain range of features.<\/p>\n<p>You can find them via <a href=\"https:\/\/userpilot.com\/blog\/product-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">product analytics<\/a>.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/features-events-customer-advocacy-strategy_4f4486338346ee14f57a793dfd6ab193_800.png 1x, https:\/\/images.storychief.com\/account_6827\/features-events-customer-advocacy-strategy_4f4486338346ee14f57a793dfd6ab193_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/features-events-customer-advocacy-strategy_4f4486338346ee14f57a793dfd6ab193_800.png 1x, https:\/\/images.storychief.com\/account_6827\/features-events-customer-advocacy-strategy_4f4486338346ee14f57a793dfd6ab193_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/features-events-customer-advocacy-strategy_4f4486338346ee14f57a793dfd6ab193_800.png\" alt=\"Customer advocacy strategy: Features &amp; Events Dashboard in Userpilot\" \/><\/picture><figcaption>Features &amp; Events Dashboard.<\/figcaption><\/figure>\n<h3 id=\"ed6pl\">6. Collect customer feedback to identify potential advocates<\/h3>\n<p>Another way to identify product advocates is through <a href=\"https:\/\/userpilot.com\/blog\/automate-customer-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer feedback<\/a>. In fact, that&#8217;s what <a href=\"https:\/\/userpilot.com\/blog\/in-app-nps-survey\/\" target=\"_blank\" rel=\"noopener noreferrer\">NPS surveys<\/a> measure.<\/p>\n<p>They ask users how likely they are to recommend a product, on a scale from 1 to 10. A 9 or 10 makes the user a promoter.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/nps-follow-up-questions-customer-advocacy-strategy_83c6f2707895bdb7fa27bebd7709430f.gif 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/nps-follow-up-questions-customer-advocacy-strategy_83c6f2707895bdb7fa27bebd7709430f.gif 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/nps-follow-up-questions-customer-advocacy-strategy_83c6f2707895bdb7fa27bebd7709430f.gif\" alt=\"NPS survey\" \/><\/picture><figcaption>NPS survey.<\/figcaption><\/figure>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><\/figure>\n<h3 id=\"e65ta\">7. Turn them into a customer advocate with an inviting message<\/h3>\n<p>Once you identify your power users and promoters, use <a href=\"https:\/\/userpilot.com\/blog\/in-app-messages\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app messages<\/a> to turn them into product champions. For instance, the message below encourages users to submit a G2 review.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/userpilot-loyalty-programs-customer-advocacy-strategy_a9fc387ff254fd235b89d071146a28ba_800.png 1x, https:\/\/images.storychief.com\/account_6827\/userpilot-loyalty-programs-customer-advocacy-strategy_a9fc387ff254fd235b89d071146a28ba_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/userpilot-loyalty-programs-customer-advocacy-strategy_a9fc387ff254fd235b89d071146a28ba_800.png 1x, https:\/\/images.storychief.com\/account_6827\/userpilot-loyalty-programs-customer-advocacy-strategy_a9fc387ff254fd235b89d071146a28ba_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/userpilot-loyalty-programs-customer-advocacy-strategy_a9fc387ff254fd235b89d071146a28ba_800.png\" alt=\"A modal asking users for a review\" \/><\/picture><figcaption>A modal asking users for a review.<\/figcaption><\/figure>\n<p>Target very specific<a href=\"https:\/\/userpilot.com\/blog\/macro-and-micro-segmentation-b2b\/\" target=\"_blank\" rel=\"noopener noreferrer\"> user segments<\/a> with your in-app messages.<\/p>\n<p>For example, in the image below, the message is sent to users who have used the web app at least 20 times and the last session was exactly 5 days ago.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/power-users-customer-advocacy-strategy_09317c2569af941f79865bf5531e5c14_800.png 1x, https:\/\/images.storychief.com\/account_6827\/power-users-customer-advocacy-strategy_09317c2569af941f79865bf5531e5c14_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/power-users-customer-advocacy-strategy_09317c2569af941f79865bf5531e5c14_800.png 1x, https:\/\/images.storychief.com\/account_6827\/power-users-customer-advocacy-strategy_09317c2569af941f79865bf5531e5c14_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/04\/power-users-customer-advocacy-strategy_09317c2569af941f79865bf5531e5c14_800.png\" alt=\"In-app message audience settings in Userpilot\" \/><\/picture><figcaption>In-app message audience settings.<\/figcaption><\/figure>\n<h3 id=\"2vsht\">8. Measure and improve your customer advocacy strategy<\/h3>\n<p>Implementing your strategy isn&#8217;t the end. You now need to track its performance and use the <a href=\"https:\/\/userpilot.com\/blog\/product-experience-insights\/\" target=\"_blank\" rel=\"noopener noreferrer\">insights <\/a>to further refine it.<\/p>\n<p>You can evaluate your customer advocacy efforts by tracking your <a href=\"https:\/\/userpilot.com\/blog\/product-management-kpis\/\" target=\"_blank\" rel=\"noopener noreferrer\">KPIs<\/a>, like referrals or customer retention, and<a href=\"https:\/\/userpilot.com\/blog\/collect-customer-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\"> collecting user feedback<\/a>.<\/p>\n<h2 id=\"3oomi\">Conclusion<\/h2>\n<p>A well-designed customer advocacy strategy drives customer acquisition and reinforces the loyalty of existing customers. Customers who recommend your product to their peers are less likely to churn because it would make them look inconsistent.<\/p>\n<p>If you&#8217;d like to learn how to design and implement your advocacy strategy with <a href=\"https:\/\/userpilot.com\/\">Userpilot<\/a>, <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">book the demo!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A customer advocacy program is an approach designed to harness the power of your most satisfied customers and turn them into product and brand advocates. Wondering if you need one? Satisfied users naturally turn into product promoters but this is very random. Some of them do, some of them don&#8217;t. A structured program gives you more control over the process and allows you to actively bolster advocacy.<\/p>\n","protected":false},"author":24,"featured_media":186588,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[82],"tags":[1035,1826,292,5989,428,5071,245],"class_list":["post-186587","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-growth","tag-customer-loyalty","tag-in-app-engagement","tag-product-growth","tag-product-growth-platform","tag-user-analytics","tag-user-loyalty","tag-user-retention"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to Create a Customer Advocacy Strategy for SaaS Companies<\/title>\n<meta name=\"description\" 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