The Customer Advocate and the Customer Saboteur

Linking Social Word-of-Mouth, Brand Impression, and Stakeholder Behavior

Michael W. Lowenstein

• Publisher: ASQ Quality Press
• Year: 2010
• ISBN:
  9780873894647
• Topic: Business
• Subtopic: Rapporti con i clienti
• Index: Business

Over the past decade, the concept and effective execution of off-line and online social (and business-related) informal peer-to-peer communication has become extremely important to marketers as business-to-consumer (B2C) and business-to-business (B2B) customers have increasingly shown distrust, disinterest, and disdain for most supplier messages conveyed through traditional media.The Customer Advocate and the Customer Saboteur offers a comprehensive overview and sets of actionable insights into this new world of customer-led communication and behavioral influence: How we got hereHow objective, original, credible, authentic and effective brand, product, or service word-of-mouth programs can be initiated and scaledHow contemporary and actionable measures can be applied to assess strategic and tactical customer experience and relationship effectivenessWhy advocacy is the ultimate customer loyalty behavior goalHow to identify drivers of, and minimize, customer sabotageHow employee behavior links to customer advocacy behaviorHow social word-of-mouth is addressed differently around the worldHow the core concept of advocacy can be expected to morph going forward through more proactive marketing and leveraging of customer behaviorPraise for The Customer Advocate and the Customer Saboteur"Michael Lowenstein offers excellent insights and methods any business can apply to achieve high customer advocacy from its customer base."- Professor Philip Kotler, Northwestern University"Proactive endorsements of customers and employees are earned by making deliberate decisions about how you run your business. Michael Lowenstein's book gives readers dedicated to company growth through customer advocacy the specifics and tools to 'earn the right' to those endorsements." - Jeanne Bliss, noted customer experience expert and author (www.customerbliss.com); co-founder, Customer Experience Professionals Association (CXPA)"The Customer Advocate and the Customer Saboteur is fantastic! Michael eloquently presents customer service theories and research techniques that reinforce what we all already know but now intimately understand so we can confidently expand our best practices. I have gone back to the material several times since initially reading this masterpiece to clarify and tweak current programs as well as justifying the implementation of new customer relationship building initiatives. Since our nation now relies on the service sector to support the economy, this book and Michael Lowenstein are a block in the foundation of our economic recovery. Read this book; your customers, your employees, and the nation will benefit."- Chris Zane, Founder/Pres, Zane's Cycle; author of Reinventing the Wheel; the Science of Creating Lifetime Customers"Social Customers can have an enormous impact on brand value. Michael Lowenstein's The Customer Advocate and the Customer Saboteur synthesizes solid research and compelling examples to show how to capitalize on advocacy behavior while minimizing the potential for damage from 'badvocacy.' Essential reading for customer-centric business leaders!"- Bob Thompson, Founder/CEO, CustomerThink Corp.

Table of contents

• Preface
• Acknowledgments
• 1
• 2
• 3
• 4
• 5
• 6
• 7
• 8
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• 12