The Importance of Internal Customer Advocates: Preventing Brand Embarrassment in an Evolving Market

In today’s highly transparent and customer-driven market, companies can no longer afford to overlook the growing power of external customer advocates. These advocates, often backed by consumer organizations and social platforms, play a vital role in exposing misleading claims or unethical practices that can severely damage a brand’s reputation. To mitigate these risks, businesses must embrace a proactive solution—appointing internal customer advocates who bridge the gap between companies and their customers, ensuring products and practices align with consumer expectations before they hit the market.

The Changing Landscape of Marketing

Marketing has always been a central pillar of business strategy. Historically, it relied on aggressive push tactics to drive sales. However, the rise of technology-empowered consumers has dramatically altered the playing field. Modern customers are not only more informed but also demand transparency, accountability, and ethical practices from the brands they support. This shift was foreseen over two decades ago by Professor Glen Urban of MIT Sloan School. Urban warned against push marketing, predicting the rise of advocacy marketing, where empowered customers hold brands accountable. His vision has become a reality, as today’s consumers increasingly rely on external customer advocates to expose substandard products and practices.

The Role of External Customer Advocates

External customer advocates serve as watchdogs, holding companies accountable for misleading claims, unethical behavior, or subpar products. These advocates have the power to amplify customer grievances, influence public opinion, and expose flaws that can tarnish a company’s reputation. While their role is crucial for maintaining a fair marketplace, they can also pose a significant threat to companies that fail to meet evolving consumer expectations.

One notable example occurred in 2023 when consumer advocate Revant Himatsingka exposed the high sugar content in Bournvita, a drink marketed as a healthy choice for children. His viral video led to widespread public outrage, prompting the National Commission for Protection of Child Rights (NCPCR) to issue a notice to Bournvita’s parent company, Mondelez International. As a result, the company was forced to reduce the sugar content by 15%, but not before suffering substantial reputational damage. This situation could have been avoided had Mondelez employed internal customer advocates to foresee and address potential consumer concerns.

A similar incident occurred in 2020 when the Centre for Science and Environment (CSE) raised concerns about the purity of honey produced by brands like Dabur and Patanjali. The CSE alleged that these products were adulterated with Chinese sugar and rice syrup. While the products passed tests in Indian labs, they failed more advanced testing in Germany, resulting in public outcry. Again, this issue could have been mitigated if the companies had robust internal systems in place to ensure transparency and address consumer concerns before external advocates intervened.

The Need for Internal Customer Advocacy

To prevent potential brand damage, companies must adopt internal customer advocacy—professionals dedicated to simulating consumer experiences, predicting dissatisfaction, and recommending both preventive and remedial measures. These advocates ensure that products, services, and marketing claims align with consumer expectations and ethical standards, reducing the likelihood of external backlash. By appointing internal customer advocates, businesses can protect their reputations, maintain consumer trust, and stay aligned with evolving market demands. Internal customer advocates serve as the company's conscience—ensuring that products and marketing campaigns meet consumer and ethical standards. Their key functions include:

·       Product Integrity: Ensuring accurate and substantiated claims.

·       Consumer Simulation: Predicting dissatisfaction and suggesting changes before launch.

·       Collaboration: Working with external advocates to address concerns early.

·       Compliance: Ensuring regulatory adherence and reducing legal risks.

As consumer expectations for transparency and ethical behavior rise, internal customer advocates are vital in maintaining brand integrity and building stronger connections with customers.

Building an Effective Internal Advocacy System

An effective internal advocacy system requires integrating customer advocates into the company’s core operations. These advocates should be involved in every stage of product development, from conception to marketing. Their responsibilities include assessing product quality, reviewing marketing claims, and ensuring compliance with both ethical and regulatory standards. Moreover, internal advocates should be empowered to challenge established business practices and recommend changes when necessary. Their insights can help prevent potential issues from escalating and ensure that products meet consumer expectations. To succeed in this role, internal customer advocates must have a deep understanding of consumer psychology, regulatory requirements, and market trends.

Collaboration with External Advocates

Internal customer advocates can also work alongside external advocacy organizations to foster collaboration instead of confrontation. By engaging with external advocates early and addressing their concerns proactively, companies can build stronger relationships with consumer groups, creating a more transparent and accountable business environment. For instance, collaborating with external advocates on issues like product safety or sustainability can demonstrate a company’s commitment to ethical practices. This approach not only enhances brand loyalty but also differentiates the company from competitors in an increasingly consumer-conscious market.

The Future of Ethical Business Practices

As consumer activism become more pronounced, companies that fail to adapt will struggle to survive. Today’s consumers are not just passive buyers; they are active participants in shaping the products and practices they engage with. Businesses must recognize that long-term success depends on building honest, transparent, and ethical relationships with their customers. Internal customer advocacy plays a crucial role in guiding companies through these evolving consumer expectations. By ensuring that products and marketing campaigns are truthful and ethical, internal advocates help businesses avoid the pitfalls of negative publicity, legal challenges, and loss of consumer trust. Moreover, internal advocacy fosters a culture of accountability within the organization, which is essential for maintaining brand integrity in the long term.

To conclude, in a world where external customer advocates wield significant power, companies can no longer afford to take a reactive approach to brand management. Appointing internal customer advocates offers a proactive solution to safeguard brand reputation and foster stronger relationships with consumers. By anticipating consumer concerns and addressing them before they escalate, internal advocates help businesses navigate today’s complex, transparent marketplace. As consumer expectations continue to rise, the role of internal customer advocates will only grow in importance.

[Authors are from School of Management (SoM), BML Munjal University. Prof Pratik is the Dean of SoM, Prof Ritu is an Associate Professor at SoM and Mr. KK Dash is a researcher at SoM.]