Download the PDF: https://www.demandmetric.com/content/advocacy-and-loyalty-technology-overview
Most sales and marketing professionals will acknowledge that some of
the best-qualified leads and easiest sales to close come from word-ofmouth
referrals. There are many studies that confirm how influential and
credible this type of customer or brand advocacy is.
The old school of thinking about brand or customer advocates and
Customer Loyalty was that it occurred organically. A brand would simply
strive to delight customers, which in turn produced loyalty and hopefully
The new understanding is that far more customers are willing to serve
as brand advocates if it is simple enough. Getting customers to serve as
advocates on behalf of a brand no longer has to occur only organically.
There is now a nice collection of vendors with solutions that help brands
create communities to identify, nurture and reward loyal customers,
and to encourage their advocacy on behalf of a brand.
These solutions – or the collections of widgets, objects and tools for
creating custom solutions – are designed to encourage and reward
advocacy and loyalty behaviors.
The content presented in this Vendor Landscape is given to provide
marketers with an overview of Customer Advocacy and Loyalty solutions.
The goal is to enable Modern Marketing Organizations (MMOs) to make
effective investment decisions about the Advocacy and Loyalty platforms
and tools that best fit their broader Customer Engagement strategy.
We are combining our looks at Advocacy and Loyalty solutions because they
are related and often cornerstones of a Customer Engagement strategy. At
present, however, they largely exist as separate solutions in the market.
This Vendor Landscape focuses on both Customer Advocacy and
Customer Loyalty platforms.