Customer advocacy programs are powerful growth drivers—but to secure leadership buy-in, you need more than just enthusiasm. In this blog, you can expect to learn which metrics will resonate with leadership and how to use them to justify your program’s value.

In 2025, expect increased emphasis on data-backed metrics to justify program value, the blending of advocacy and marketing roles, and the rise of personalized outreach powered by AI. Community-building initiatives, enhanced employee advocacy, and innovative formats like video storytelling will redefine how businesses engage advocates. These trends highlight advocacy as a business-critical strategy that fosters deeper connections, drives growth, and extends customer lifespans.

Jennifer Doyon, a Principal at Referential, shares insights from her 15 years in customer advocacy. In this Q&A, she discusses the key considerations when selecting a Reference Management System (RMS) or Customer Advocacy Platform (CAP), and how Referential helps clients justify their advocacy program budgets, optimize platform performance, and implement best practices.