Adobe® Digital Editions software.This eBook requires the free
Before downloading this DRM-encrypted PDF, be sure to:
Traditional "push/pull" marketing no longer works. Even highly-touted customer relationship initiatives are failing. Smart companies are pioneering an entirely new route to higher margins and sustainable competitive advantage: customer advocacy. This book reveals how it works, why it works, and how to make it work for your company.
In today's environment, you must build unprecedented trust among customers who have more information, options, and sophistication than ever. You must transcend "relationship marketing" to focus on maximizing customer interests and deepening customer partnerships. It's not easy. But if you do it, you gain immense opportunities your competitors simply can't touch.
Glen Urban offers a complete blueprint for getting there. You'll learn how to improve on all eight elements of customer advocacy, from transparency to partnership. Urban answers frequently asked questions about advocacy strategies, helping you identify and overcome your most significant obstacles. Then, drawing on new case studies, he shows how to align culture, metrics, incentives, and organization, driving effective advocacy throughout your entire organization.
About the Author.
1. Now Is the Time to Advocate for Your Customers.
Watch Out for Growing Customer Power!
How Should Your Company Respond?
What Is New Here?
The New Tools Work Well.
The Paradigm Is Shifting–Pioneers Will Gain Advantages.
What You Will Learn in This Book.
2. The Internet Creates Customer Power.
The Internet Is Pervasive.
The Travel Revolution.
Sources of Customer Power.
Auto Buying–It Is Not Your Father’s Buying Process.
Customer Power Is Healthy.
Power Has Been Granted.
3. The Balance of Push and Trust Is Shifting.
The Balance between Push/Pull and Trust/Advocacy.
The Balance Is Shifting in the Travel Industry.
In Automobiles the Shift Is to Trust.
Health–The Need for Trust Is Increasing.
Power, Balance, and Impact.
4. Customer Power Is All Around You.
Industries Are Changing Dramatically.
Converging Forces Are Amplifying the Impact of the Customer Power Shift.
The Paradigm Is Shifting.
5. Theory A–The New Paradigm.
Rules of Traditional Push/Pull Marketing.
The Mcgregor Revolution in Organization Theory and Its Analogy in Marketing.
Rules of Marketing Based on Theory A.
Antecedents of Theory A.
Advocacy in Marketing Leads to Advocacy-Based Management.
6. Where Are You Positioned on the Trust Dimensions?
Where Are You Positioned on the Overall Trust Dimension?
Where Are You Positioned on the Trust Components?
7. Is Advocacy for You?
Does Advocacy Fit You?
Building an Advocacy-Based Strategy.
8. Tools for Advocacy.
Building the Foundation of the Advocacy Pyramid.
The Dream Versus Reality in CRM.
Continuous Learning to Build Trust and Cross-Channel Coherence.
Building Trust with a Virtual Trusted Advisor.
“Listen In” to Learn Customer Needs.
Building a Virtual Advocate.
New Tools Are Emerging.
9. Questions and Answers about Customer Advocacy.
Will Customer Advocacy Really Work?
Can You Trust Your Customers?
What Is the Role of Advertising in a World of Customer Power?
How Widely Can You Apply Customer Advocacy?
Is Customer Advocacy Really a Paradigm Shift?
10. Moving to Advocacy.
Empathize with Your Customers.
Change the Culture of Your Company.
People, Measures, Incentives, and Organization.
Consistency and Coordination.
Trust for All Stakeholders.
Vision, Courage, and Passion.
Building the Total Pyramid.
11. The Advocacy Imperative.
What Is Most Important to Remember?
The Future of Trust and Advocacy.
The Advocacy Imperative–If You Do Not Do It, Your Competitors Will!
The Advocacy Checklist.
The Challenge of Customer Advocacy.
Afterword: Author’s Note.