Turning Customers Into Champions
Turning Customers Into Champions
By Ellen Gustafson
There’s nothing more powerful than a happy customer—except a happy customer who’s willing to tell the world why they chose you.
Customer advocacy isn’t just about collecting quotes or case studies. It’s about building real relationships with the people who use your product and empowering them to share their success in ways that are meaningful to them—and to your business. Champions don’t just validate your value; they amplify it.
Why Advocacy Matters
In markets crowded with choices, peer validation is gold. Prospects don’t just want to hear from you—they want to hear from people like them who have already taken the leap. A well-placed customer story can cut through skepticism faster than any piece of collateral you produce in-house. Advocacy makes your brand more credible, more relatable, and more trusted.
What Strong Programs Deliver
When done right, a strategic advocacy program can:
Fuel sales with proof that resonates: A customer’s success story often closes the gap between interest and decision.
Strengthen analyst and media credibility: Nothing validates a trend like real-world adoption.
Drive content that connects with outcomes: From video testimonials to peer-led roundtables, stories of impact travel farther than product specs ever could.
Inspire employees internally: Advocacy stories remind teams why their work matters and energize culture.
My Experience
I led a global customer advocacy program for more than four years, and I know how powerful these stories can be. I’ve seen firsthand how a single champion can influence pipeline momentum, how analyst perception shifts when backed by customer proof, and how events come alive when customers are front and center.
One of my favorite examples came from working with an executive at Southwest Airlines. The story was so compelling because it showed how optimization touched nearly every part of their business—from crew and flight staffing, to gate operations, and even down to the “beer and peanuts” passengers enjoyed on board. That detail made the story instantly relatable. It wasn’t abstract technology—it was a simple, sticky image that anyone could understand. People repeated it long after the campaign, and it became a shorthand for the real-world value of the solution.
That’s the power of advocacy: when you unlock stories that are specific, human, and memorable, they spread far beyond a press release or product sheet.
The Power of Cross-Functional Collaboration
And here’s where it gets even more powerful: collaborating with Customer Success, CX, and Account Management teams builds cross-functional alignment that deepens trust inside your organization—and with your customers. These teams are often closest to the customer, spotting both risks and opportunities. When advocacy is integrated with their insights, it creates a virtuous cycle of engagement, loyalty, and growth.
The Hard Part (And Why It’s Worth It)
I also know this is one of the hardest things to get right. Relationships take time, coordination, and genuine care. Customers can tell when they’re being “used” versus when they’re being celebrated. But when you invest in doing it well, the rewards are big: stronger loyalty, richer content, more engaged employees, and measurable impact across the business.
At the end of the day, advocacy is about more than marketing—it’s about trust. Customers who feel seen and valued become more than references. They become storytellers, influencers, and champions who help write the next chapter of your growth.