Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction, and Creating Relationships (Annie Hlasnik's Library) by Barbara Thomas

Author:Barbara Thomas
Language: eng
Format: epub
Publisher: Pearson FT Press
Published: 2016-03-18T16:00:00+00:00

Customer Advocate Versus Customer Reference

Hartley says the terms customer advocate and customer reference are sometimes used interchangeably but actually represent distinct customer personas. He defines an advocate as a stakeholder who proactively champions (and defends) brands, products, or services in public and private forums without a request from the company itself. In contrast, a customer reference is a brand advocate who responds to requests for a wide variety of endorsements, including peer-to-peer calls, news release quotes, testimony for case studies, or video interviews. Of course, a person can be both an advocate and a reference.

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