Customer Advocacy
Episode 3: How customer advocacy became more personal
June 3, 2026
53 min
Liz Richardson, Co-founder and CRO at Captivate Collective and Deena Zenyk, Co-founder and Chief Customer Officer at Captivate Collective explore how customer advocacy has evolved alongside changing customer expectations and buying behaviors. The conversation dives into the customer lifecycle, the shift toward more personalized advocacy experiences, and why modern programs need to meet customers where they are instead of forcing rigid engagement paths.
From tailored advocacy journeys to the growing importance of relevance, flexibility, and human connection, Liz and Deena share practical insights into what today's most effective customer advocacy programs are doing differently.
During this episode, we'll answer:
- Why are customer advocacy programs becoming more personalized?
- How have customer expectations changed in recent years?
- What does it actually mean to meet customers where they are?
- What do flexible advocacy journeys look like in practice?
- Why does relevance matter more than scale alone?