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ADVOCACY AND

LOYALTY

TECHNOLOGY OVERVIEW
ADVOCACY AND LOYALTY
Technology Overview

Table of Contents
1 Executive Summary 3

2 Advocacy and Loyalty Vendor Landscape 5

3 Evolution of the Landscape 8

4 Analyst Bottom Line 11

Technology Overview Methodology 12


About 13
ADVOCACY AND LOYALTY
Technology Overview

Executive Summary
ADVOCACY AND LOYALTY TECHNOLOGY OVERVIEW 4

Executive Summary
Most sales and marketing professionals will acknowledge that some of The goal is to enable Modern Marketing Organizations (MMOs) to
the best-qualified leads and easiest sales to close come from word-of- make effective investment decisions about the Advocacy and Loyalty
mouth referrals. There are many studies that confirm how influential and platforms and tools that best fit their broader Customer Engagement
credible this type of customer or brand advocacy is. strategy.

The old school of thought about brand or customer advocates and We are combining our looks at Advocacy and Loyalty solutions because
Customer Loyalty was that it occurred organically. A brand would simply they are related and often cornerstones of a Customer Engagement
strive to delight customers, which in turn produced loyalty and hopefully strategy. At present, however, they largely exist as separate solutions in
advocacy. the market.

The new understanding is that far more customers are willing to serve This Vendor Landscape focuses on both Customer Advocacy and
as brand advocates if it is simple enough. Getting customers to serve as Customer Loyalty platforms.
advocates on behalf of a brand no longer has to occur only organically.

There is now a nice collection of vendors with solutions that help


brands create communities to identify, nurture, and reward loyal
customers, and encourage their advocacy on behalf of a brand.

These solutions – or the collections of widgets, objects, and tools for


creating custom solutions – are designed to encourage and reward
advocacy and loyalty behaviors.

The content presented in this Technology Overview provides marketers


with an overview of Customer Advocacy and Loyalty solutions.
ADVOCACY AND LOYALTY ADVOCACY AND LOYALTY TECHNOLOGY OVERVIEW 5

ADVOCACY AND LOYALTY


Technology Overview

Advocacy and Loyalty


Vendor Landscape
ADVOCACY AND LOYALTY VENDOR LANDSCAPE ADVOCACY AND LOYALTY TECHNOLOGY OVERVIEW 7

Advocacy Platforms Loyalty Platforms


These platforms facilitate the creation of customer or These platforms allow the creation of online and social
employee advocacy portals, often creating a gamified communities and infrastructure to enable customer
community with tools and mechanisms for identifying registration in programs, track purchases (and often
brand advocates, and nurturing and rewarding their referrals), and provide mechanisms for earning rewards
advocacy through challenges, rewards, and other based on transactions.
forms of recognition.
As with advocacy platforms, there is typically integration
Advocacy platforms almost always have integration with social media, sources of customer data, POS systems,
capabilities with key customer touch points such as and online stores for fulfillment of rewards.
websites, blogs, online communities, and social media.
The ability to push coupons, special promotions, and ads
to program members often exists as well.

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