Collect advocacy in the specific forms that win business and build credibility, so a customer's goodwill becomes a durable asset rather than a passing kind word.
Advocacy takes several forms, and each does a different job. Build a simple way to capture each, so that when an advocate is willing, you collect the form you need.
| Form | What it is for | How you capture it (the ask and format) | The moment to ask |
|---|---|---|---|
| Testimonial / review | Credibility with prospects weighing you up | ||
| Case study | The fuller success story, weight in considered decisions | ||
| Reference | A customer who speaks to a prospect directly, closes the fence-sitter |
Captured well, a single delighted customer can produce a testimonial, a case study, and a reference, each working for you long after. Ask in the moment of expressed satisfaction, when willingness is highest.
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