Customer Programs
Company
Google Maps
Image credit
Strivr, Box, Mark Wickens
Most people think you need a large installed base or an expensive production team to get started with customer advocacy. This is not the case. From startup to large tech companies, leveraging customers to build feedback loop, trust and advocacy is one of the most impactful activity.
Challenge
Empower your champions and create a community around your product.
Initiative
Understanding the personal motivation of early adopters and turning them into fans and advocates is critical for startups as well as established companies.
Working closely with Sales and Customer Success, my team was able to bring value for our champions and create a sense of belonging. They would meet their peers during Customer Advisory Boards and get exclusive access to world-renown experts. We helped them increase their internal visibility with custom videos and photoshoots, and get external recognition with numerous features in press & thought leadership events.
Impact
Customer advocacy is at the heart of Box thought leadership platform, organic media coverage for Strivr (WSJ, The Washington Post, Fortune, CNBC, Forbes...) and global adoption for Google Apps.