How to Build Brand Advocates
Have you ever felt like, no matter how well you’re doing your job, something still isn’t clicking with your customer? That feeling that a spark, a real connection, is missing…
This post comes from that very place. From the experience of having asked myself that same question many times. Because it’s not enough to deliver technical value or close tickets: it’s about building relationships and creating pride in working with you.
Throughout my career, I’ve seen how the most loyal customers aren’t the ones with the biggest contracts—they’re the ones who feel truly heard. These are the ones who become advocates.
My goal today isn’t to give you a playbook. It’s to help you think differently. So you finish reading with one clear question in mind:
“What can I do today so that my customers and team want to speak well of us even when no one’s watching?”
Because if your team isn’t an advocate and doesn’t live the brand, how can we expect them to reflect that to the customer?
Here are some other articles that will give you a broader perspective on the importance of placing customers at the center, touching on key topics like customer retention and how to measure their success.
🤖 Understand your customers: beyond company profiles
It’s not about segmenting in Excel or creating customer profiles no one reads. Truly understanding your customers starts with observing them carefully.
- What words do they use when talking about your product?
- How often do they reach out to you?
- What type of questions do they ask?
- What’s their facial expression when something isn’t working?
- What channels do they prefer for communication?
- Who do they listen to within their team?
One of the greatest lessons I learned leading a Customer Success team was seeing how dynamics changed when we stopped just talking about the product and started focusing on: how they experienced it. We discussed leadership, company culture, daily tasks, what they hoped to achieve, and how they could differentiate themselves and elevate their role within their organization… That’s when we truly started leaving a mark.
🧠 Do this today:
Call a customer and ask: “What’s the most frustrating part of using our product? And what pleasantly surprises you?” These two questions, without any slides or agenda, often reveal more than your dashboards.
🔎 Honest tip:
Ask more than you talk. Yes, use tools, but also connect on a human level. Listen actively. Be curious. And if you don’t know something, just ask— no one is born with all the answers.
📌 Helpful tools:
Simple surveys, unstructured calls, or even voice notes. What matters isn’t the medium—it’s that the person feels someone is truly on the other end. We’re in a moment where human connection is scarce (and ChatGPT is even being used to combat loneliness). Let’s promote more human interaction and meaningful moments. 🫶🏽
✍🏽 Design interactions that build real connection
Not everything has to be about “value” in every call. You don’t need to bring your latest report to every conversation. Some interactions simply strengthen the relationship. After all, doesn’t a quick 2-minute call with someone you care about energize you?
In my experience, the most meaningful moments didn’t come from QBRs, but from honest conversations during moments of frustration.
💡 Realistic advice:
Don’t be afraid to go off script. Sometimes what your customer values most isn’t a roadmap, but feeling truly supported.
🚨 A real example
During a meeting with one of my key clients, I noticed they were using our tools for their internal follow-ups. Instead of limiting ourselves to basic support, we offered to join their meetings and provide new perspectives.
The goal?
Leverage our experience with other clients and help them ensure that high-impact decisions were backed by solid data. The outcome was much more than better adoption: we gained an internal advocate. This person believed in our strategic value so much they opened doors to other departments and helped us overcome internal resistance.
As I always say, the right moments will come—but only if you’re prepared. 🥷🏻
🦸🏽♀️ How many accounts can a CSM handle without losing humanity?
This question has no magic answer—but it does have a warning: if the number of accounts keeps you from truly “looking your customers in the eye” (even virtually), something’s wrong.
According to Vitally, a healthy ratio is between 10 and 50 accounts for enterprise clients. But it depends on your product, market, and company stage.
🎛️ What works for me:
- Segmenting based on complexity and risk
- A simple but insightful Customer Health Score
- Automation that doesn’t replace human touch—but gives you time to truly be present with your clients
👑 Turn satisfied customers into brand advocates
Still wondering, “What can I do today so my customers and team want to speak well of us even when no one’s watching?”
Here are a few ideas:
- Be the advocate you want others to be. Live the brand with pride and coherence.
- Call a customer without an agenda. Ask how they are, how things are going, and how you can help today.
- Publicly recognize someone from your team. Recognition builds culture and spreads.
- Involve other departments. Invite someone from product or sales to join a real customer call.
- Give your customer a voice. Let them share their story internally—it’s contagious.
- Celebrate small wins. Don’t wait for a formal case study. What gets celebrated gets repeated.
🎯 Practical tips:
- Ask them to share their story (even privately at first).
- Highlight their input in meetings, newsletters, or events.
- Give them real access and feedback—not just a quarterly survey.
🕴️ Don’t forget internal advocates
A key figure in the Customer Success world is the internal advocate—someone who drives the customer-centric vision from within.
One voice that inspires me is Daphne Costa Lopes, Global Director of Customer Success at HubSpot. Daphne says: “Customer success is not just the CS team’s responsibility, it belongs to the whole company.” And she’s absolutely right. CS delivers a product that touches so many teams—product, sales, support, marketing. Everyone is part of the value chain.
Creating internal advocates builds bridges. It brings the customer’s voice into every team. It breaks silos, aligns efforts, and amplifies impact.
If your team doesn’t live the brand, how can they reflect it to your customers?
🔐 Close the loop with metrics and storytelling
Measure, yes. But also tell stories—tell them well.
Metrics help you scale. But what we often miss is the human behind the number. Every KPI has a name, a journey, and a lesson.
📊 Key metrics:
- NPS (not just for satisfaction, but to identify promoters)
- Referrals (clear sign that you’re doing something right)
- Co-created content (when customers help you communicate, you’ve built trust)
- Influenced renewals (success is not just the first sale—it’s the next one)
📣 Internal storytelling:
Share what worked. Share it with emotion, names, and impact. Don’t wait for the QBR. One well-told story can be more inspiring than a 30-slide deck.
💫 Conclusion
Building brand advocates is not a one-off project. It’s a mindset. A way of being with customers—and with your team. It’s not just about results. It’s about relationships. Small daily decisions that build trust over time.
Every conversation, every message, every action is an opportunity to build connection. To leave a mark. When you work with heart—it shows.
And that’s what turns into memories, referrals, and loyalty.
✨ Keep it simple. Keep it honest. Make it yours. And let your actions speak for themselves.