Building Client Champions: Turning Customers into Advocates

I’ve had this conversation so many times now, it feels like it’s on repeat. Businesses either haven’t considered the idea of Client Champions, or they’ve tried to build programs but ended up making them feel like just another task for already overburdened clients.

The problem is that many of these initiatives miss the mark because they focus only on what the business wants—referrals, testimonials, and advocacy—without thinking about what the Champion gets in return. When that happens, the program feels one-sided, and it’s no surprise when it fizzles out.

But when done right, a Client Champion program is a powerful way to build trust, deepen relationships, and create mutual value. It’s about more than just asking for help—it’s about helping your Champions grow their influence, achieve their goals, and feel genuinely valued.

Why Client Champions Are Essential

Client Champions are more than just advocates—they’re partners who help you scale trust and credibility. The benefits work both ways:

• For Your Business:

  • Champions amplify your brand through authentic, word-of-mouth advocacy.

  • They help improve retention and unlock upsell opportunities.

  • Their success stories strengthen your credibility and market positioning.

• For the Champion:

  • They gain recognition within their organisation and industry.

  • They have opportunities to grow their personal brand through speaking, thought leadership, or co-branded content.

  • They build valuable networks and open doors to new career opportunities.

When you invest in your Champions, you’re building a relationship that benefits everyone involved.

What Champions Actually Want

To create a program that works, you need to understand what motivates your Champions and make it easy for them to advocate for you.

• Internal Recognition:

  Help them shine within their own organisation by providing:

  • ROI reports and success metrics they can share with their leadership teams.

  • Case studies that highlight their role in driving results.

• External Visibility:

  Many Champions want to elevate their personal brand and be seen as leaders in their field. Support them by:

  • Offering opportunities to speak at events you sponsor or participate in.

  • Co-creating content like blogs, webinars, or whitepapers that showcase their expertise.

  • Helping them build a strong LinkedIn presence with thought leadership posts.

• Ease of Advocacy:

  Advocacy should feel effortless. Make sure you’re providing:

  • Ready-to-use resources like pre-written LinkedIn posts, templates, and talking points.

  • Guidance on how their advocacy benefits both their career and your business.

How to Build a Program That Works

1. Personalised Engagement:

   • Take the time to understand the goals of each Champion. If they want to break into public speaking, help them secure a spot on a panel or webinar.

   • Offer mentorship or coaching to help them grow professionally.

2. Celebrate Their Wins:

   • Highlight their achievements publicly—whether that’s in your newsletter, on social media, or through a case study.

   • Nominate them for industry awards or create recognition programs that showcase their impact.

3. Create Collaborative Opportunities:

   • Partner with them on content creation, like co-branded whitepapers, webinars, or success stories.

   • Invite them to collaborate on events or thought leadership initiatives, positioning them as experts in their field.

4. Equip Them to Advocate:

   • Give them the tools they need to easily promote your business, like pre-written LinkedIn posts or presentation slides.

   • Make sure they understand how their efforts contribute to your shared success.

Measuring Success

To make sure your program is delivering value, track its impact on both your business and the Champions.

• For Your Business:

  • Measure referrals, upsells, and brand mentions driven by Champions.

  • Monitor engagement with co-created content and events.

• For the Champion:

  • Celebrate their milestones, like promotions or speaking engagements.

  • Gather feedback from their peers or leadership on how their contributions are being recognised.

What’s Next

Building Client Champions isn’t about adding more to your clients’ plates—it’s about creating a partnership that benefits both sides. When you focus on what motivates your Champions and provide them with the tools and opportunities to succeed, you’re not just building advocates—you’re building lasting relationships that drive growth for everyone.

Start small, focus on the relationship, and watch how it transforms your client success strategy.

If you’re ready to take your client relationships to the next level, let’s have a conversation. Together, we can design a Client Champion program that creates real value for your business and the people who matter most—your clients.