How UiPath Leveraged Captivate Collective to Scale Customer Advocacy

As UiPath expanded its leadership in automation and AI, the company knew that scaling customer advocacy would be critical to sustaining growth. The challenge wasn’t just launching a program—it was selecting the right platform, designing a seamless customer journey, and proving measurable ROI. Captivate Collective became the strategic partner to make it happen, guiding vendor selection, accelerating launch, and ensuring every customer touchpoint delivered value. The result: a high-impact advocacy program built on trust, speed, and long-term scalability.

‍

Summary

Strategic Partnership is a Force Multiplier: UiPath relied on Captivate Collective’s reputation and expertise to accelerate advocacy at scale.
Platform Selection Made Simple: A custom scorecard and vendor analysis removed complexity from a high-stakes decision.
From Launch to Long-Term Success: Captivate streamlined integrations, mapped journeys, and ensured advocates had exceptional experiences.
ROI Delivered Early: The partnership saved significant time, energy, and money—fast-tracking program maturity without extra hires.
Trust Builds Longevity: UiPath views Captivate not as a vendor, but as an extension of the team with a lasting role in advocacy growth.

Partnering with customer advocacy experts empowered UiPath to streamline platform selection, accelerate program launch, and deliver exceptional customer experiences.

“Captivate Collective didn't just meet our expectations, they consistently exceeded them. This continues to grow my faith and confidence in their ability to not only support me, but support all of their customers.”
— Andrew Sevillia, Leader of Customer Advocacy Marketing, UiPath

UiPath’s Journey to Customer-Centric Excellence

As a global leader in automation and AI, UiPath’s commitment to customer-centricity runs deep. Andrew Sevillia, Leader of Customer Advocacy Marketing at UiPath, knew early on that building a world-class advocacy program required more than just internal expertise. It demanded the right strategic partner—one that could navigate complexities, ease vendor selection, and position UiPath’s advocacy efforts for sustained success. Enter Captivate Collective.

Why Captivate Collective?

When it came time to pick a partner Andrew turned to Captivate Collective and their longstanding relationship rooted in trust and proven results. He knew he could lean into their reputation within the customer advocacy space for innovation, strategic vision, operational excellence, and deep industry connections.

“The reason why we brought on Captivate Collective is because they have a stellar reputation in the customer advocacy space. Everyone knows who Captivate Collective is. Their reputation precedes them,” says Andrew. “It was a no-brainer to reach out to Captivate Collective.”

Navigating Complexity: Platform Selection Made Simple

Selecting the right advocacy platform was critical but also complex. Andrew knew UiPath needed thorough research and expert guidance to confidently choose the best-fit vendor.

Captivate has a unique role in the Customer Marketing and Advocacy space. As a consultative firm and executional agency, they are able to operate as a valuably objective third-party that has hands-on experience with many vendors in the space. With a commitment to “strategy before software,” Captivate designs a broad spectrum of customer programs, and then leverages their deep grasp of the technology landscape to recommend platforms that are best suited to support each unique strategy - based on audience, goals and current infrastructure.

The primary goal is always program success, not platform success.

This industry positioning allowed Captivate to swifly manage comprehensive vendor evaluations, stakeholder interviews, and requirements gathering for UiPath. They developed a custom vendor scorecard tailored specifically to their unique needs, significantly easing and accelerating the decision-making process.

“Captivate Collective took our requirements and used them to vet the vendors in the customer advocacy space. Then they came up with a scorecard we could use to evaluate the vendors. It was incredibly helpful in identifying the right vendor for UiPath.”

This proactive approach freed Andrew’s team to focus on delivering exceptional customer experiences, rather than getting bogged down in vendor complexities.

Launch and Enablement: Bringing Advocacy Dreams to Life

With the right platform secured, UiPath faced another challenge: launching their advocacy program at scale. Captivate Collective assigned an experienced, part-time resource to project manage the implementation and launch of the program. They integrated with UiPath’s internal teams, managing critical details, from software integrations and CRM connectivity to creating a clear launch roadmap.

Captivate Collective also partnered closely with UiPath to map strategic customer journeys, ensuring each advocate had an outstanding experience. With Captivate’s deep understanding of customer advocacy, UiPath’s program evolved to drive tangible results. Delivering valuable customer insights, proactive sales support, and direct contributions to business outcomes.

“Our customers are giving us good feedback on their experience with our customer advocacy program, and a lot of that is due to the planning, to the design, and to the execution of our customer advocacy program. Thanks in large part to the support that I've received from Captivate Collective.”

Impact and ROI: Expertise that Counts

Working with Captivate Collective significantly accelerated UiPath’s advocacy program launch, saving valuable time, energy, and resources. Andrew recognized the substantial ROI immediately: Captivate’s strategic support meant UiPath could confidently scale their advocacy program without needing extensive additional hires or resources.

“Had I done this myself, it would've taken considerably longer. Captivate Collective’s expertise saved me a lot of time, energy, and money.”

A Lasting Strategic Advantage

The partnership between UiPath and Captivate Collective is about more than platform expertise. It’s about trust, collaboration, and personal connection. Andrew describes Captivate Collective as an integral extension of his own team, highlighting their responsiveness, insightful guidance, and consistent delivery above and beyond expectations.

By investing early in a strategic partnership with Captivate Collective, UiPath transformed their customer advocacy program from ambitious vision to tangible business asset. The advocacy program not only supports critical business initiatives but continues to evolve, delivering increasing value.

For Andrew, the future of advocacy at UiPath includes an ongoing, deep partnership with Captivate Collective:

“I foresee a long future with Captivate Collective as an extension of my team. If someone comes to me and asks for advice on where they should look to get expertise, I would immediately point anyone from my network towards Captivate Collective.”