The Favour Bank Model of Customer Advocacy

The Favour Bank Model is a common but ultimately unsustainable approach to managing customer advocacy. It operates as an informal, reactive system where an organisation makes repeated, ad-hoc requests of its most enthusiastic customers for activities like reference calls, case studies, or quotes. This model treats advocate goodwill as a limitless bank account from which withdrawals (favours) can be constantly made without ever making deposits (providing reciprocal value). This extractive behaviour inevitably leads to advocate fatigue, burnout, and a decline in the quality and availability of customer proof.

Why it matters — The Favour Bank Model of Customer Advocacy

Relying on a Favour Bank Model carries significant risks for any organisation looking to scale its customer advocacy efforts. The most immediate danger is advocate burnout. The most passionate and helpful customers are often asked repeatedly to assist sales and marketing, usually on short notice. Without a structured programme that recognises their contributions and respects their time, these advocates become fatigued by the constant requests. Their enthusiasm wanes, their response times lengthen, and eventually, they may stop responding altogether, depriving the organisation of its most powerful voices.