Customer advocacy initiatives can take a number of forms and can start with something as basic as a straightforward testimonial or user quote or be as involved as a full-on case study. Advanced customer advocate programs can even incorporate brand evangelists on webinars or appearances at live conferences.No one is suggesting that customers will sing about your brand from the rooftops for the sake of pure satisfaction — some incentive or reward is typically attached. This can range from something as straightforward as a discount or some freebies, but ultimately, it may cost you little more than a simple “thank you.” It all depends on the individual relationships that companies can cultivate with their respective customers.