S1 | 78: Three Keys to Driving Customer Advocates

Keith Ferguson brings his wealth of experience as an entrepreneur along with his career in academia (MSU and FSU) to share his wisdom on customer advocacy. Keith defines customer advocacy and then we talk about the financial impact of having customers who truly advocate for your brand. Keith shares some common mistakes about consumer behavior through a visualization of the customer lifecycle and provides 3 actionable steps leaders can take to create more advocates for their business.

About Keith Ferguson

Keith ‘Ferg’ Ferguson is a Professor of Practice in the Master of Science in Customer Experience Management (MS-CXM) program, teaching MKT 880 – Consumer Decision Making and Behavior. He is also an Associate Lecturer and Entrepreneur-in-Residence in the Department of Marketing at Florida State University. Ferg brings to his classroom real-world experience from 20 years in B-2-C having started and operated several small businesses including a restaurant, three retail liquor stores, a construction company, a property management group, and more recently Marketing Doctor Publishing and Consulting LLC.  He also has 5 years of B-2-B experience in medical device sales. 

His accomplishments include having published several articles on consumer behavior in various marketing journals and presentations at academic conferences. He has also taught consumer behavior at MSU and other institutions.  In addition, his real world experience is used in the course to provide students with real-world examples to make the material more relevant and relatable. 

Ferg practices CXM by being very student centric. This focus on student success and providing a positive experience has resulted in winning departmental, college of business, and university teaching awards.  He finds immense joy working with industry professionals and teaching how CXM and consumer behavior gives organizations a competitive advantage.


Keith Ferguson, Professor of Practice, Master of Science in Customer Experience Management