Customer advocacy: More than loyalty and a game changer for brands

Sangeeta Tanwar

Brand advocacy leads to brand trust and the promotion of products and services by buyers, so brands that master the art of advocacy will win the consumers of the future.

As the COVID-19 pandemic transforms businesses and consumer behaviour with the greater adoption of digital, these changes are paving the way for data-led omnichannel experiences. Brands that master the art of advocacy will win the consumers of the future. 

“Brand advocacy results in genuine brand trust and promotion of products and services by buyers,” said Ajit Sivadasan, Lenovo’s global head, online, at the virtual NGCX Summit Asia.

Advocacy powers business growth

Sivadasan said brands that take advocacy seriously witness 2X growth compared to the industry average in a product-service category.

KPMG’s 2019 global survey “The truth about...

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