C14 · PRACTICE GUIDE
Advocacy
Invite customers to share verified success on terms they choose.
Advocacy follows trust and willingness; it is not an obligatory lifecycle stage. A reference, community contribution or case story should respect the customer's approval process and preferred level of visibility. Validate every outcome claim before publication.
Put it into practice
Identify a verified success and ask whether the customer is interested in sharing it. Make declining easy.
Agree the format, audience, claims, permissions and review process. Separate relationship enthusiasm from permission to use a name or logo.
Publish only the approved material, track consent boundaries and maintain the relationship without excessive requests.
What good evidence looks like
Explicit consent, approved claims, publication scope and a named relationship owner.
WATCH FOR
A common failure mode
Using a customer's name, results or logo without specific permission.
What to measure
Consented participation and customer experience of advocacy requests; volume alone is not quality.
Practice guidance · Framework v1.0 · Published September 2026. Adapt the method to your business model, customer segment and decision authority.