Customer marketing in 2025 has moved far beyond churn reduction. Today’s standout brands aren’t just keeping users—they’re activating them. These customers promote, defend, and expand product reach without needing incentives. Not because they’re asked, but because they’re emotionally invested. Stephen Akadiri will explore how this advocacy is the result of intentional post-sale design—where onboarding, education, CX, and brand narrative work together to make advocacy a natural next step. He’ll spotlight OPAY in Nigeria, a product so embedded in users’ daily lives that it becomes part of their identity. These aren’t one-off moments—they’re evidence of a shift in how customer marketing drives growth, not just retention. Stephen will break down how to design customer experiences that spark organic amplification—from first interaction to shareable content—and how to measure impact in ways that go beyond NPS. Key takeaways include: How to move beyond lifecycle campaigns and turn real users into repeatable advocates What high-retention brands get right about positioning, UX, and community triggers How to build post-sale experiences designed for storytelling, not just satisfaction Ways to operationalize advocacy loops into content, social proof, and pipeline A measurement model that tracks word-of-mouth impact on acquisition and brand equity