Nicole Dingley is the Director (now VP) of CS at Wiley and recipient of a 2018 BAMMIE Award. In this Advochat, she explains how Wiley leverages their online advocate community to scale customer relationships, reduce account management burden and drive brand advocacy. Specifically, Nicole’s advocate community has contributed to a 54% reduction in churn, 380% increase in NPS and a 98% improvement in product adoption.

You’ll also learn how Influitive’s Victoria LaPlante, former Marketing Manager of Customer Advocacy, runs their advocacy program to improve the customer journey.

In the latest Advochat webinar series, Nicole and Victoria shared their experience and answer audience questions including:

  • How do you effectively build a one-to-many approach to better support customers?
  • What is the primary driver to encourage customer participation in your program?
  • How do you promote user adoption with an advocacy program?

Check out the full conversation below!

Notable Moments
05:00 – Getting Started with the Wiley Plus customer success advocacy program
06:39 – Program incentives
11:02 – User adoption, community support, acilitating peer to peer conversations
14:31 – Comparing hub advocates vs other customers (revenue, retention, CSAT, NPS)
19:20 – Scaling Customer Success Manager duties
26:14 – Recruiting advocates
35:38 – Targeting and segmentation of advocates


Nicole Dingley, Director of CS, John Wiley and Sons
Victoria LaPlante, Former Sr. Marketing Manager of Customer Advocacy, Influitive