The Collective

In the arena of customer advocacy, where brands are constantly competing for attention and loyalty, figuring out how to turn customers into passionate supporters is quite the accomplishment and Lenovo has started to crack the code.

Embracing the advocacy mindset means going beyond traditional customer service, prioritizing the customer’s voice in every business decision, anticipating their needs proactively, and championing their goals to build long-term loyalty and trust.

Any customer marketer knows the importance of engaging with customers at the right moments throughout their journey, ensuring they have a positive experience with your product.

It’s no secret that in the business world, we often rely on other teams to help fuel our success, but few partnerships are as magical and impactful as the one between customer advocacy and customer success.

True advocates are more than just loyal customers. They’re the heart and soul of your brand, your most passionate supporters, and your champions in driving success.

As customer advocacy continues to evolve, the key is clear: trust isn’t about just finding the right external reference; it’s about leveraging the voices already within. The next frontier of customer advocacy is here, and it’s all about bringing it back home.

Mark your calendars for Awards Week from September 16th to 20th, when we’ll be rolling out the (virtual) red carpet to honor the standout leaders and organizations who are redefining what advocacy means. 

Did you know that only 61% of SaaS companies have a dedicated customer marketing function? It’s wild that despite its potential to generate so many opportunities—upsell, cross-sell, advocacy and more—customer marketing never seems to get the attention it deserves. 

Customer evidence is one of the most valuable assets an organization can have in its sales and marketing arsenal.