Gartner Research

Tech Go-to-Market: Use Community Programs to Encourage and Expand Customer Advocacy

Published: 31 October 2016

ID: G00315279

Analyst(s): Michael Maziarka , Hank Barnes


When customers receive value from technology investments, they will often reciprocate through acts of advocacy, but identifying happy customers can be challenging for providers. Tech providers should leverage communities to expand customer interactions and uncover more advocacy opportunities.

Table Of Contents



  • Advocacy and Reference Activities May Take Many Forms
  • Evaluate Advocacy Activities From the Customer Perspective
  • Structured Programs Add Value for Customers — And Providers
  • Providers Should Increase Investment in Customer Programs
  • Summary

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