5 Rules for Turning Customers Into Brand Advocates: An Analysis of 300k+ Customer Reviews

We passed more than 300,000 Trustpilot reviews through our customer analytics software in the hope that we’d uncover the truth behind what makes a customer an advocate. The reviews uncovered what customers love and hate about their customer experience. The analysis covered companies from industries like banking (challenger banks), ecommerce furniture stores, and food and recipe subscription boxes.

We found that customers tend to leave reviews when they’re either really happy or really annoyed. This finding is great for understanding what creates these strong emotions. What it boils down to are these five rules. You must follow the five rules if you want to create love (loyalty, advocacy, and bigger cart size) and avoid hate (churn, negative advocacy, and low acquisition).