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There are seemingly countless customer advocacy software solutions available, so figuring out which is best for you is tough. You know you want to facilitate the creation and management of advocacy programs where loyal customers can share positive experiences and referrals, often in exchange for rewards—but now need to figure out which tool is the best fit. I've got you! In this post, I make things simple, leveraging my experience as a marketing expert, using dozens of different customer advocacy tools, to bring you this shortlist of the best customer advocacy software overall.

What is customer advocacy software?

Customer advocacy software is a tool used by businesses to foster and manage relationships with their most loyal and enthusiastic customers. It enables the creation of structured advocacy programs where these customers can actively promote the brand through various activities like referrals, testimonials, and social media sharing. The purpose is to track and reward these advocacy efforts, enhancing customer engagement and loyalty.

Overview Of The 10 Best Customer Advocacy Software

Use this list to help you research and compare price points, integration options, user experiences, analytics tools, and other features for different customer advocacy software.

Best for automated word-of-mouth marketing

  • Free plan available
  • From $499/month
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Rating: 4.6/5

Snöball is a word-of-mouth marketing platform designed specifically for B2B events, offering automated word-of-mouth marketing, personalized influencer campaigns, and year-round content distribution.

Why I picked Snoball: I selected Snoball after evaluating its unique approach to word-of-mouth marketing. The platform's integration with BestCompany.com reviews and its suite of tools for referrals, reputation marketing, and reviews distinguish it from other software in the market. I believe Snoball stands out as the best tool for automated word-of-mouth marketing because it replaces passive hope with proactive action, enabling businesses to drive growth through automated referrals and enhanced online reputation.

Standout features and integrations:

Features include automated referrals, reputation marketing, reviews, video testimonials, and SEO integrations. It also provides a content hub, success stories, and a help center for resources. The platform aims to help businesses generate referrals, create marketing assets, and collect reviews from happy customers, making it a valuable tool for improving sales and marketing performance.

Integrations include Salesforce, HubSpot CRM, Zoho CRM, and Oracle CRM On Demand. They also offer an API.

Pros and cons

Pros:

  • Automate your referral program
  • Detailed reporting
  • Creates marketing assets automatically

Cons:

  • May be expensive for small businesses
  • Learning curve for businesses unfamiliar with automation

Best for large enterprises

  • 30-day free trial + free demo
  • Pricing upon request
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Rating: 4.9/5

InMoment is a customer experience (CX) intelligence platform that helps businesses gather, analyze, and act upon customer feedback to enhance overall satisfaction and loyalty. With a focus on capturing insights across various touchpoints, InMoment provides tools for surveying customers, evaluating their experiences, and deriving actionable data to drive improvements. The platform aims to empower organizations to create meaningful connections with their customers, optimize the customer journey, and make informed decisions to enhance the overall customer experience.

Why I picked InMoment: I chose InMoment because it is the best customer advocacy tool suited for enterprise-level businesses in various industries, including retail, healthcare, hospitality, and financial services. The platform is designed to handle large volumes of customer feedback and support complex reporting and analysis, making it ideal for businesses with a significant customer base and diverse feedback channels.

Standout features and integrations:

Features include InMoment’s Voice of the Customer (VoC) program, social media monitoring, advanced analytics and reporting capabilities, and customer journey mapping that allows you to capture and analyze customer feedback at every touchpoint. InMoment also offers custom branding features, survey templates helping you standardize your brand voice.

Integrations that are pre-built include Salesforce, Microsoft Dynamics 365, Qualtrics, Tableau, Medallia, Oracle Cloud, Adobe Analytics, Clarabridge, Zendesk, and more. CustomerGuage also offers a REST API.

Pros and cons

Pros:

  • Real-time insights
  • Mobile app
  • Comprehensive feedback collection
  • Advanced analytics and reporting capabilities

Cons:

  • Reliance on external data sources
  • Complexity of features may require additional training and support

Best for AI analytics

  • Free demo available
  • Pricing upon request
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Rating: 4.6/5

Medallia is a customer experience management platform that enables businesses to capture and analyze customer feedback across various touchpoints. With a focus on enhancing customer satisfaction and loyalty, Medallia provides tools for surveying customers, collecting feedback, and deriving actionable insights. The platform helps organizations understand the customer journey, identify areas for improvement, and implement strategies to deliver exceptional customer experiences.

Why I picked Medallia: If you’re looking for customer advocacy software that has AI-powered analytics, look no further than Medallia. Medallia uses machine learning algorithms to analyze customer feedback and identify patterns and trends that can help businesses predict customer behavior and anticipate their needs.

Standout features and integrations:

Features include real-time feedback collection, text analytics, customer journey mapping, predictive analytics that are all enabled by AI and automatable. You can also create customizable surveys and feedback forms using data insights to better suit them to your customer-base.

Integrations both native and pre-built include Salesforce, Adobe Analytics, Power BI, Microsoft Dynamics 365, Oracle, Tableau, SAP, Twitter, Facebook, WeChat, LinkedIn, and more. Medallia also offers a REST API and SDKs.

Pros and cons

Pros:

  • Customizable dashboards and feedback forms
  • Mobile app
  • Continuous improvement and updates
  • AI-driven actionable insights and predictive analytics

Cons:

  • No free trial
  • Limited pricing information

Best for e-commerce

  • Free trial available
  • From $9/month.
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Rating: 4.2/5

Yotpo is a customer content marketing platform that focuses on leveraging user-generated content to enhance e-commerce marketing efforts. The platform allows businesses to collect and showcase customer reviews, ratings, photos, and Q&A, providing social proof and building trust with potential buyers. Yotpo also offers tools for loyalty and referral programs, enabling businesses to engage with their customers and drive brand advocacy through authentic user experiences.

Why I picked Yotpo: I selected Yotpo because it is particularly well-suited for e-commerce businesses. You can collect product reviews and ratings from customers and display them on your product pages, which can help increase conversion rates and reduce shopping cart abandonment. Yotpo also offers a suite of marketing tools, including email campaigns, social media integrations, and referral programs, that can help e-commerce businesses reach new customers and grow their sales.

Standout Features and Integrations:

Features include tools for showcasing and managing SEO-optimized UGC from customers, customizable loyalty and rewards programs, and review and rating generation that help build social proof and credibility for your brand.

Yotpo is very useful for ecommerce businesses who want to use email campaigns, social media, and referral programs for marketing to their audience.

Integrations that are pre-built include Shopify, Magento, WooCommerce, Facebook, Instagram, and Twitter. Other third-party connectors are accessible with a paid Zapier account. Yotpo also offers a REST API.

Pros and cons

Pros:

  • Free trial with basic plan
  • Mobile app
  • User-friendly interface and easy to set up
  • Customizable design
  • Powerful analytics and reporting capabilities

Cons:

  • Limited pre-built integrations
  • Limited customer service options

Best for data analytics

  • Free demo available
  • Pricing upon request

TechValidate is a customer content creation platform that specializes in transforming customer feedback and data into compelling marketing content. It allows businesses to create verified customer testimonials, case studies, and statistics to build trust and credibility. TechValidate streamlines the process of collecting and presenting customer evidence, enabling companies to use authentic and data-backed content in their marketing efforts to influence potential buyers.

Why I picked TechValidate: I chose TechValidate because of its unique ability to create statistically significant data sets from customer feedback. TechValidate uses a rigorous methodology to collect and analyze customer feedback, ensuring that the data is statistically representative and accurate. This is achieved through a combination of automated data collection and verification processes, as well as human review and analysis.

Standout features and integrations

Features include customizable surveys, data validation, automated content generation, and detailed analysis and reporting that help you get more accurate insights into customer sentiment, and create targeted content.

Integrations both native and pre-built include Salesforce, Eloqua, HubSpot, Marketo and more. You can add more connectors to a paid Zapier account. TechValidate also offers a REST API.

Pros and cons

Pros:

  • Can generate visually appealing content from survey data, such as infographics and case studies
  • Offers a range of survey templates and customization options
  • Provides third-party validation and verification of customer data

Cons:

  • Integration and onboarding can be time-consuming
  • May not be as effective for businesses with a small customer base
  • Requires significant resources to conduct surveys and analyze data

Best for VoC

  • Free demo available
  • Pricing upon request

NICE Satmetrix is a customer experience management platform that specializes in Net Promoter Score (NPS) solutions. It assists businesses in measuring and analyzing customer feedback to gauge overall satisfaction and loyalty. NICE Satmetrix provides tools for collecting NPS data, identifying key drivers of customer sentiment, and implementing strategies to improve customer experiences and promote brand advocacy.

Why I picked NICE Satmetrix: NICE Satmetrix has lots of features and integrations that can help you measure and manage customer satisfaction and loyalty, like the VoC, text analytics, and social media monitoring. They also integrate with popular CRM and customer feedback tools, making it easy to get started with the platform.

Standout features and integrations:

Features include NPS surveys and analytics, comprehensive VoC programs, customer journey mapping, social media monitoring, and text analytics that help you amplify the voice of the customer and understand what your customers want.

Integrations both native and pre-built include Salesforce, Zendesk, SurveyMonkey, Tableau, Power BI, Eloqua, HubSpot, Marketo and more. You can add more connectors to a paid Zapier account. NICE Satmetrix also offers a RESTful API.

Pros and cons

Pros:

  • Integrations with popular CRM and customer feedback tools
  • NPS methodology is widely recognized as a measure of customer loyalty
  • Actionable customer insights

Cons:

  • Limited information about their support offerings
  • Lack of transparency around pricing on the website

Best for B2B

  • Free demo available
  • Pricing upon request

CustomerGauge is a leading Customer Advocacy Software focused on helping businesses measure and improve customer experience and satisfaction. With its robust platform, CustomerGauge enables companies to gather feedback, track Net Promoter Score (NPS), and drive customer loyalty. The software emphasizes customer advocacy by providing actionable insights, fostering meaningful relationships, and facilitating strategic initiatives to enhance overall customer satisfaction and loyalty.

Why I picked CustomerGauge: I selected CustomerGauge for its reputation as a customer advocacy software that is ideal for B2B companies that want to measure and improve the customer experience. With a strong emphasis on the Net Promoter Score (NPS) system, CustomerGauge is a popular choice for those that want to prioritize customer satisfaction and loyalty.

Standout features and integrations:

Features include powerful analytics tools, a real-time reporting dashboard, multi-channel feedback collection, and customer journey mapping that can help you to identify trends and patterns in customer feedback. B2B companies benefit greatly from CustomerGauge’s closed-loop feedback that aids with tracking and managing issues from start to finish.

Integrations both native and pre-built include HubSpot, Salesforce, Microsoft Dynamics 365, Zendesk, MailChimp, GoogleAnalytics, and more. You can add more connectors to a paid Zapier account. CustomerGuage also offers a REST API.

Pros and cons

Pros:

  • Custom branding options
  • Mobile app
  • Real-time reporting dashboard
  • Powerful analytics capabilities

Cons:

  • Lack of training and support resources
  • Limited automation features

Best for growing teams

  • Free demo available
  • From $1,000/month

GetAmbassador is a comprehensive referral marketing platform designed to help businesses harness the power of word-of-mouth marketing and build brand advocacy. Through its user-friendly interface, GetAmbassador enables companies to create and manage referral programs, track customer referrals, and reward advocates for their efforts. With features like customizable campaigns, analytics, and integration capabilities, GetAmbassador empowers businesses to leverage their existing customer base to drive new customer acquisition and enhance brand awareness.

Why I picked GetAmbassador: I chose GetAmbassador because it is a highly-rated referral marketing platform that is the best choice for B2B companies that are looking to scale their marketing reach with word-of-mouth marketing and referrals, as well as those that have complex sales cycles or long customer lifecycles.

Standout Features and Integrations:

Features include customizable rewards and referral programs, referral-tracking across multiple communications channels, fraud detection measures, advocacy campaigns and games, a mobile app, and UGC management. These features help you scale your business with automated, gamified, and secure customer advocacy tools.

Integrations include pre-built marketing automation and CRM platforms such as Salesforce, HubSpot, Shopify, WooCommerce, Zapier, Marketo and more. Native integrations include Influitive AdvocateHub, Yotpo, Oktopost, Gainsight, Outreach, and more. You can add more connectors with a paid Zapier account. GetAmbassador also offers a REST API.

Pros and cons

Pros:

  • Customizable rewards and incentives
  • Integration with major CRM systems
  • Mobile app
  • Powerful analytics capabilities
  • User-friendly interface and easy to set up

Cons:

  • Limited training and support resources
  • Limited customer service options
  • Limited social media integrations

Best for managing social media ambassadors

  • 30-day free trial and personalized demo available
  • From $249/month

Why I picked Sprout Social: I picked this platform because of its focus on employee advocacy, user-friendly interface, and robust set of features. It’s one of the top-rated tools for encouraging social media and employee advocacy by helping you get employees to share company content on social media.

SproutSocial Standout Features and Integrations:

Features include content curation, social listening tools, content planning and publishing, as well as advanced analytics and reporting that make it ideal for brands with lots of social media ambassadors. These features let you tap into social media data so that you can better tailor your advocacy campaigns to your ambassadors.

Integrates with popular social media platforms like Twitter, LinkedIn, and Facebook, and popular content management systems like WordPress

Targeted communications

Reporting and analytics overview

Curated content library

Personalized content

Integrations that are pre-built include Facebook, Instatgram, Twitter, LinkedIn, and Pinterest. Native integrations include HubSpot, Salesforce, GoogleAnalytics, and others. You can always add more connectors with a paid Zapier account. Sprout Social also offers a REST API.

Pros and cons

Pros:

  • Detailed reporting and analytics
  • Customizable branding options
  • Content curation features
  • User-friendly interface and easy to use

Cons:

  • Limited training and support resources
  • No mobile app

Best for large, distributed teams

  • Free demo available
  • Pricing upon request

RO Innovation is a customer reference management and sales enablement platform designed to help businesses leverage customer success stories and references in their sales and marketing efforts. With RO Innovation, companies can centralize and manage customer testimonials, case studies, and references, making it easier for sales teams to access and utilize this valuable content. The platform aims to enhance trust and credibility by enabling businesses to showcase real-world success stories, ultimately influencing potential customers in their purchasing decisions

Why I picked RO Innovation: RO Innovation caught my eye because it’s a great choice for organizations that need a way to quickly access and share customer references and case studies. This is mainly due to the wide range of automation, personalization, and reporting features that RO Innovation offers.

Standout features and integrations

Features include requesting, tracking, and reporting customer references and referrals, automated customer reference and referral requests, personalized content for sales representatives, ROI reporting for customer advocacy programs, and more. RO Innovation also has multi-language support, making it well-suited for multinational organizations.

Integrations both native and pre-built include Salesforce, Eloqua, Marketo, Microsoft Dynamics 365, HubSpot, SAP, ZoomInfo, and more. You can add more connectors to a paid Zapier account. RO innovation also offers a RESTful API.

Pros and cons

Pros:

  • Multi-language support
  • Personalized content for sales representatives
  • Mobile app
  • High-quality reference management
  • User-friendly interface and easy-to-use

Cons:

  • No free trial of the software itself
  • Pricing isn’t publicly available
  • Compatibility issues with older browsers or OS

The Best Customer Advocacy Software Summary

Tools Price
Snoball From $499/month
InMoment Pricing upon request
Medallia Pricing upon request
Yotpo From $9/month.
TechValidate Pricing upon request
NICE Satmetrix Pricing upon request
CustomerGauge Pricing upon request
GetAmbassador From $1,000/month
SproutSocial From $249/month
RO Innovation Pricing upon request
Preview Image - <h2 class="c-block__title b-summary-table__title c-listicle__title h3" > Compare Software Specs Side by Side</h2>

Compare Software Specs Side by Side

Use our comparison chart to review and evaluate software specs side-by-side.

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Other Options

Here are a few more worthwhile options that didn’t make the best customer advocacy software list:

  1. Kangaroo

    Best cost-effective customer advocacy software

  2. Influitive

    Best for gamification

  3. Khoros

    Best one-stop-shop digital customer advocacy software

  4. Bazaarvoice

    Best for syndicating content

  5. TapMango

    Best for small to mid-sized businesses

  6. Annex Cloud

    Best for loyalty solutions

  7. Zuberance

    Best for custom content

  8. Extole

    Best for integrations

  9. VocalReferences

    Best for audio/video testimonials

Selection Criteria for the Best Customer Advocacy Software

After analyzing dozens of customer advocacy software platforms, along with reading feedback from users and experts in the industry, I was able to put together this list of the top customer advocacy software solutions. I was really looking for customer advocacy software with the best data analytics/management, usability, and automation features, which I’ll go into more detail about below.

Core Functionality:

The core functionality of customer advocacy software is to identify, engage, and leverage satisfied customers who are willing to promote and recommend your brand, products or services to their network. This type of software typically includes features such as customer reference management, referral marketing, social media monitoring, customer feedback and review management, and loyalty program management.

Key Features:

The key features of a good customer advocacy software include:

  1. Customer Reference Management: This feature allows businesses to manage their customer reference program and track customer testimonials, case studies, and other marketing assets.
  2. Referral Marketing: This feature enables businesses to incentivize and reward customers for referring new business to the company.
  3. Voice of Customer (VoC) Programs: This feature enables businesses to collect and analyze customer feedback through surveys, reviews, and other feedback mechanisms, helping to identify areas for improvement and drive customer loyalty.
  4. Social Media Monitoring: This feature enables businesses to monitor and analyze social media channels to better understand customer sentiment and identify trends.
  5. Integration with CRM and Marketing Tools: Integration with popular CRM and marketing tools such as Salesforce, Marketo, and Hubspot enables businesses to streamline their advocacy programs and leverage existing customer data.
  6. Automated Content Creation: This feature enables businesses to quickly and easily create content based on customer data, such as case studies, white papers, and testimonials.
  7. Analytics and Reporting: This feature provides detailed analytics and reporting on customer data, including charts, graphs, and heat maps, helping businesses to track the success of their advocacy programs and make data-driven decisions.

Usability:

When selecting customer advocacy software, I prioritized tools that offer a user-friendly experience and are easy to implement and use.

Your team shouldn't have to spend significant time learning how to use complex features, especially when it might make interacting with customers cumbersome or difficult. Look for solutions that have clean and straightforward interfaces, organized menus, and easy-to-use functionalities. Your team should be able to navigate the software with ease and access analyses and data reports without any difficulty.

Value for Money:

I factored in the software's cost, its ROI, and its free trial options to ensure you're getting the most bang for your buck.

Lower-end customer advocacy software can cost around $50 per month, while more high-end software could run up to $2000 per month. I expected cheaper software to still have basic necessary features, and more expensive software to really have some extra bells and whistles to make the price tag worth it.

Integrations:

I considered the software's integration options with popular CRM, ecommerce, POS, analytics, social media, and marketing tools.

People Also Ask

Here are the answers to some commonly asked questions about what customer advocacy is, its benefits, and why it’s so important.

Other Marketing Relationship Management Software Reviews

Marketing software comes in all shapes and sizes, from social media platform management to website and product reporting. You'll probably need several tools to cover the whole gambit of needs. Here are some other software review lists that I recommend checking out:

Summary

If you want to keep your customers coming back for more, finding the right customer advocacy tool for your organization is a great place to start.

Whether you need a platform for managing customer feedback, setting up an automated customer referral program, or creating some killer content, consider digging deeper into some of the tools on this list. By centering on the voice of the customer (VoC) in your organization, you can become an advocate for your customers in order to learn how to best support them.

If you're looking to stay up-to-date on the latest industry news, trends, and insights, consider signing up for the CMO newsletter. Packed with valuable content, it includes expert insights from top thinkers in the marketing world.

By Stephanie Hood

Stephanie Hood is an experienced marketing professional and Editor of The CMO. With nearly a decade spent as Marketing Manager at Discover Holidays and Executive Editor at VIVA Lifestyle & Travel, she built her career leading editorial and marketing teams and strategies that turn six-figure budgets into seven-figure profits. She now enjoys connecting with the world's top executives to learn their secrets to business success, and shares those insights right here with her community of like-minded professionals. Curious what she’s uncovered? Be sure to sign up for The CMO newsletter.