Don't Just Relate - Advocate! : A Blueprint for Profit in the Era of Customer Power

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ISBN: 9780131913615 | 0131913611
Cover: Hardcover
Copyright: 1/1/2005

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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.

Acknowledgments	p. XI
About the Author	p. XV
Now is the Time to Advocate for Your Customers	p. 1
Watch Out for Growing Customer Power!	p. 2
How Should Your Company Respond?	p. 7
Building Advocacy	p. 11
What is New Here?	p. 17
The New Tools Work Well	p. 20
The Paradigm is Shifting-Pioneers Will Gain Advantages	p. 22
What You Will Learn in This Book	p. 23
The Internet Creates Customer Power	p. 25
The Internet is Pervasive	p. 26
The Travel Revolution	p. 28
Sources of Customer Power	p. 31
Auto Buying-It is Not Your Father's Buying Process	p. 32
Customer Power is Healthy	p. 36
Power Has Been Granted	p. 39
The Balance of Push and Trust is Shifting	p. 41
The Balance Between Push/Pull and Trust/Advocacy	p. 42
The Balance is Shifting in the Travel Industry	p. 44
In Automobiles the Shift is to Trust	p. 49
Health-The Need for Trust is Increasing	p. 56
Power, Balance, and Impact	p. 58
Customer Power is all Around You	p. 59
Industries are Changing Dramatically	p. 60
Converging Forces are Amplifying the Impact of the Customer Power Shift	p. 72
The Paradigm is Shifting	p. 76
Theory A-The New Paradigm	p. 79
Rules of Traditional Push/Pull Marketing	p. 80
The McGregor Revolution in Organization Theory and Its Analogy in Marketing	p. 85
Rules of Marketing Based on Theory A	p. 88
Antecedents of Theory A	p. 91
Advocacy in Marketing Leads to Advocacy-Based Management	p. 92
Where are You Positioned on the Trust Dimensions?	p. 95
Where are You Positioned on the Overall Trust Dimension?	p. 96
Where are You Positioned on the Trust Components?	p. 98
Is Advocacy for You?	p. 121
Does Advocacy Fit You?	p. 122
Building an Advocacy-Based Strategy	p. 128
Evolutionary Strategies	p. 136
Tools for Advocacy	p. 139
Building the Foundation of the Advocacy Pyramid	p. 140
The Dream Versus Reality in CRM	p. 141
Continuous Learning to Build Trust and Cross-Channel Coherence	p. 146
Building Trust with a Virtual Trusted Advisor	p. 148
"Listen in" to Learn Customer Needs	p. 154
Building a Virtual Advocate	p. 158
New Tools are Emerging	p. 160
Questions and Answers About Customer Advocacy	p. 161
Will Customer Advocacy Really Work?	p. 162
Can You Trust Your Customers?	p. 164
What is the Role of Advertising in a World of Customer Power?	p. 167
How Widely Can You Apply Customer Advocacy?	p. 169
Is Customer Advocacy Really a Paradigm Shift?	p. 174
Moving to Advocacy	p. 179
Empathize with Your Customers	p. 180
Change the Culture of Your Company	p. 182
People, Measures, Incentives, and Organization	p. 188
Consistency and Coordination	p. 192
Trust for All Stakeholders	p. 196
Vision, Courage, and Passion	p. 197
Building the Total Pyramid	p. 198
The Advocacy Imperative	p. 199
What is Most Important to Remember?	p. 200
The Future of Trust and Advocacy	p. 203
The Advocacy Imperative-If You Do Not Do it, Your Competitors Will!	p. 207
The Advocacy Checklist	p. 211
The Challenge of Customer Advocacy	p. 216
Afterword: Author's Note	p. 219
Index	p. 223
Table of Contents provided by Ingram. All Rights Reserved.

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Don't Just Relate - Advocate! : A Blueprint for Profit in the Era of Customer Power

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Author Biography

Table of Contents

Supplemental Materials