What does customer “advocacy” refer to in the context of customer success?

Customer advocacy refers to the enthusiastic support and recommendation of a product or service by a customer. When a customer actively recommends a brand, it indicates they have had a positive experience and are willing to share that experience with others. This can significantly influence potential customers and foster trust in the brand.

In the context of customer success, advocacy goes beyond mere satisfaction; it reflects a deep loyalty and connection to the product or service. These advocates often help in word-of-mouth marketing, can provide testimonials, and can serve as references for prospective clients, which are invaluable in building a company's reputation and credibility.

The other options, while relevant to customer interactions, do not capture the essence of advocacy. Maintaining an account, resolving complaints, or seeking discounts are all aspects of the customer journey but do not inherently signify a proactive endorsement or promotion of the product or service by the customer.