Riding on customer coattails: Canadian B2B technology companies and enhanced reputation through customer advocacy

Abstract

This case study explores how fast-growing Canadian technology companies in the business-to-business (B2B) sector leverage their customers for reputation building. Literature on the under-studied topic of customer referencing practices as well as reputation research provide a framework for the companies’ practices and objectives. A content analysis of key texts from 25 Canadian technology startups and 30 member companies of the Customer Reference Professionals Association (CRPA) provide a bases for comparison. Interviews with three technology startups and two established companies offer further insight into the role that customer advocacy plays in their reputation-building strategies. The findings shed light on the increasingly important role of customer advocates in these companies’ reputation-building toolkits. The study concludes that despite inherent challenges, Canadian companies recognise that harnessing the customers as a strategic communication vehicle for building reputation offer significant returns by demonstrating competence, establishing credibility, and reducing risk in the eyes of prospective customers.