Turning satisfied customers into genuine brand advocates is always valuable, but it’s becoming increasingly critical. We’re seeing a shift in consumer behaviour – people trust recommendations from peers far more than traditional advertising. In 2026, simply having happy customers won’t cut it; we need to actively cultivate advocacy. It’s about moving beyond satisfaction to fostering emotional connections and providing opportunities for customers to share their positive experiences.

Here’s how Australian SMEs can build a powerful advocacy program:

• Prioritise proactive service recovery: Issues *will* happen. It’s how you resolve them that matters. Don’t wait for complaints; actively seek feedback and address concerns before they escalate. A swift, empathetic response can turn a negative experience into a loyalty-building moment. This is especially important as expectations around responsiveness continue to rise.
• Implement a referral program with genuine rewards: Forget token discounts. Think about rewards that truly resonate with your target audience – exclusive access, early product releases, or even co-creation opportunities. Make it easy for customers to refer friends and family, and actively promote the program.
• Leverage User Generated Content (UGC): Encourage customers to share their experiences with your products or services on social media. Run contests, feature UGC on your website, and actively engage with customers who are already talking about your brand. UGC is authentic and builds trust.
• Build a community: Create a space – online or offline – where customers can connect with each other and with your brand. This could be a Facebook group, a forum, or regular events. A strong community fosters loyalty and provides valuable insights.

We anticipate that in 2027, personalised experiences will be even more crucial. Data-driven insights will allow us to tailor advocacy programs to individual customer preferences, making them even more effective. However, the core principle remains the same: focus on building genuine relationships and empowering your customers to become your biggest champions.

The first step? Audit your current customer journey. Identify touchpoints where you can proactively solicit feedback and create opportunities for advocacy. A simple customer satisfaction survey is a great place to start.