In an increasingly crowded marketplace, a good customer advocacy program can put you head and shoulders above your competitors by ensuring that your customers’ needs always come first. But how can we build a customer advocacy program, and how can we show its value? We brought in two experts to help us out.

Kalina Bryant, Head of Customer Advocacy at Asana, is interviewed by David Oragui, Founder at Grow Hack Scale, sharing their insights on the key principles of customer advocacy, building and scaling executive programs, and the impact and influence this can have on your business.

They cover topics such as:

  • The key principles of customer advocacy,
  • Getting other stakeholders’ buy-in to build a successful customer advocacy program,
  • Setting up a successful executive customer program, and
  • How to demonstrate the value of your customer advocacy programs.

Key principles of customer advocacy

Q: What does customer advocacy mean to you, and what would you say are the key principles of your customer advocacy programs?

A: Customer advocacy means businesses continuously get feedback from customers and reiterate based on that information. Our advocacy programs allow us to connect with our valuable customers, gain insights, and act on the insights given.

It's important to remember there is no one-size-fits-all when it comes to customer advocacy. At Asana, we really try to think about what's best for our customers and what's going to enable them to thrive and be innovative – that’s the foundation we build our customer advocacy programs on, with these three guiding principles in mind: