Great advocacy starts with genuine customer engagement. When you understand what customers care about, you can help them find and tell the stories they genuinely want to share. The challenge is doing that at scale without losing the human connection. In this session, we will share a practical framework for building advocate relationships, capturing authentic customer voice, activating it to build trust and support growth, and scaling with technology. We’ll share lessons from building our program with Deeto and how we’re exploring AI to make the right customer stories easier to discover and activate across the business.