How Symprove achieved

34% conversion through

customer advocacy

After discovering that 30% of new customers came from recommendations, Symprove turned to customer advocacy to scale this high-performing channel — driving 34% conversion and accelerating growth.

34%

of recommendations converted into new customers

19%

of customers shared the brand

18%

higher AOV for referred customers vs other segments

51%

of referred customers were acquired through Name Share®

Turning existing recommendations into
a growth opportunity

After discovering that 30% of new customers came from organic word of mouth, Symprove partnered with Mention Me to turn this natural behaviour into a strategy.

They set out to turn existing customer loyalty into a structured, high-performing acquisition channel that would attract new subscribers and maximise lifetime value.

The challenge

Symprove hit a common wall for premium subscription brands:

Unstructured word-of-mouth without a scalable acquisition framework
A data blind spot in referral insights needed to drive broader marketing
Passive customer loyalty not converted into active brand advocacy

They needed a way to systemise customer advocacy—transforming existing behaviour into a consistent, high-performing acquisition channel.

The solution: improving advocacy through testing and optimisation

Symprove partnered with Mention Me to turn customer recommendations into a scalable acquisition channel.

The approach included:

Optimising the referral journey to increase customer participation
Running experiments to improve how and when customers share
Leveraging Name Share® to make sharing more natural and effective
Capturing advocacy data to support broader marketing activity
Integrating referral data into Klaviyo to enable personalised communication

Results: increased sharing, conversion, and customer value

After adopting a formal advocacy strategy, Symprove grew its loyal customer base:

1

of recommendations converted into
new customers

2

19% of customers shared the brand

3

18% higher AOV for referred customers vs other segments

4

51% of referred customers were acquired through
Name Share®

Customer advocacy helped Symprove scale what was working and
made recommendations a consistent driver of new customers.

Scaling organic growth through
advocacy intelligence

By analysing customer behaviour and continuously optimising the referral journey, Symprove gained a clearer understanding of how customers share and engage.

This helped the team to:

Identify that recommendations often happen in everyday conversations
Use Name Share® to make sharing more natural and effective
Optimise the referral journey to increase participation
Use advocacy data to support personalised communication through their CRM

With a clearer view of how the community interacts, Symprove used these insights to better align their programme with natural sharing behaviours and reduce CPA.

What makes customer advocacy so effective?

Symprove’s results show how customer advocacy makes a difference:

It converts recommendations into new customers at a high rate
It increases customer value through more engaged, loyal customers
It encourages more customers to actively share the brand
It captures first-party data that can be used across marketing channels

Because advocacy is based on real customer recommendations, it provides a more effective and scalable way to acquire new customers.

Customer perspective

“Our brand advocates are highly valuable, and the friends they bring along spend 18% more than other customers, helping to continue the growth we experienced during the pandemic.

Now we’re excited to see how we can use our first-party advocacy data across our wider MarTech stack to reduce CPA and give our best customers the VIP treatment.”

Rose Wilkes Retention Specialist, Symprove