Customer Advocacy
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Advocate Marketing
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Author : Barbara Thomas
language : en
Publisher: FT Press
Release Date : 2016-02-24
Advocate Marketing written by Barbara Thomas and has been published by FT Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-02-24 with Business & Economics categories.
Today, engaging customer advocates is one of the most powerful marketing strategies available to you. Advocates provide third-party validation and positive relevance; build and protect brands, and create exceptionally effective content to influence buyer decisions. Sales teams enjoy the benefits of advocates, too, through case studies, referrals/introductions, and assistance in securing renewals. Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction and Creating Relationships shows CMOs, business development leaders, and customer success professionals, and sales executives exactly how to leverage this powerful approach. Barbara Thomas helps you make the business case, outlines the strategic requirements, and presents powerful best practices and case studies. You'll learn from the experience of recognized leaders in advocacy marketing, from Intel and Citrix to Sirius Decisions, Influitive, Reputation Advocates, Boulder Logic, and RO/Innovations. Most important, Thomas introduces a systematic, five-step strategy for leveraging this powerful opportunity. You'll discover how to: Build a complete strategic plan for advocate marketing Define best-practice program processes and policies Establish internal resources, team, organizations, and budgets Choose and integrate the right technology and tools Establish and apply the right KPI metrics and analytics What others say about you carries far more weight than anything you can say about yourself. Advocate Marketing will help you transform that simple reality into a powerful competitive advantage.
The Customer Advocate And The Customer Saboteur
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Author : Michael W. Lowenstein
language : en
Publisher: Quality Press
Release Date : 2010-11-19
The Customer Advocate And The Customer Saboteur written by Michael W. Lowenstein and has been published by Quality Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-11-19 with Business & Economics categories.
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 here How objective, original, credible, authentic and effective brand, product, or service word-of-mouth programs can be initiated and scaled How contemporary and actionable measures can be applied to assess strategic and tactical customer experience and relationship effectiveness Why advocacy is the ultimate customer loyalty behavior goal How to identify drivers of, and minimize, customer sabotage How employee behavior links to customer advocacy behavior How social word-of-mouth is addressed differently around the world How the core concept of advocacy can be expected to morph going forward through more proactive marketing and leveraging of customer behavior Praise 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.
Customer Advocacy
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Author : Nicolette Wuring
language : en
Publisher: Booksurge Publishing
Release Date : 2008-09-19
Customer Advocacy written by Nicolette Wuring and has been published by Booksurge Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09-19 with Business & Economics categories.
As businesses face an unprecedented strategic reorientation and transformation, this guide paves the way to developing advocacy that serves the bottom line of consumers, employees, and companies.
Don T Just Relate Advocate
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Author : Glen Urban
language : en
Publisher: Pearson Education
Release Date : 2005-05-11
Don T Just Relate Advocate written by Glen Urban and has been published by Pearson Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-05-11 with Business & Economics categories.
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.
Don T Just Relate Adovocate
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Author : Glen Urban
language : en
Publisher: Ft Press
Release Date : 2005-05-11
Don T Just Relate Adovocate written by Glen Urban and has been published by Ft Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-05-11 with Business & Economics categories.
In today's environment companies need to go beyond relationship marketing" to be true customer advocates -- faithfully representing their customers' interests. Customer advocacy means providing customers and prospects with open, honest and complete information. It means talking with customers, not at them. In most companies, customer advocacy requires a massive transformation in both culture and process. In this book, MIT's Glen Urban covers the entire 'pyramid' of customer advocacy: the 'base' (starting with TQM and customer satisfaction initiatives); the 'middle' (relationship marketing); and the 'pinnacle': new advocacy techniques built on trust, not coercion. Companies from GM to Intel, Qwest to John Deere are beginning to recognize the urgent importance of customer advocacy. Urban reveals what they're trying, and what challenges they're up against -- and identifies crucial lessons for earning the customer trust needed to thrive in today's radically changed business environment.
Delivering Effective Social Customer Service
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Author : Martin Hill-Wilson
language : en
Publisher: John Wiley & Sons
Release Date : 2013-10-23
Delivering Effective Social Customer Service written by Martin Hill-Wilson and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-23 with Business & Economics categories.
Social Customer Service is new. Social Media is the biggest thing happening to the customer service industry since the mid 1960s when modern day call centres were born. It is taking customers and organisations into untested ways of relating: transparently, collaboratively, instantly. The consequences of great and poor service are forever changed. Customer appetite has promoted this form of interaction to the very front of a race to understand. How do digital brands and empowered customers actually behave? Social Customer Service has become Marketing’s R&D lab and a listening hub for the rest of the organisation. It is now where corporate reputations are most likely to be won and lost. ‘Delivering Effective Social Customer Service’ is a complete reference for achieving excellence in this new discipline. It caters to both novice and expert. It is perfect source material for service leaders and digital marketers to read together. Every CXO will recognise in the book a blueprint from which to build their next generation organisation. Even ambitious team leaders should snag a copy for instant subject matter expertise kudos! The centre of the book offers an in depth self-assessment of the competencies that matter. The book is jammed full of strategic insight, action lists, best practice tips and interviews. All the resources anyone needs to build a solid strategy and roadmap. Early adopter workshops based on the book have already taken place and will continue to be offered as another way of engaging with the book’s key lessons. An online resource of the reference material is also provided. Options for an online community are under consideration. This book is the first of its kind. A distillation of what has so far been collectively discovered. Then filtered and expanded through the collective experience of two leading authorities on customer service: Carolyn Blunt and Martin Hill-Wilson.
Branded Customer Service
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Author : Janelle Barlow
language : en
Publisher: Berrett-Koehler Publishers
Release Date : 2006-09-14
Branded Customer Service written by Janelle Barlow and has been published by Berrett-Koehler Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-09-14 with Business & Economics categories.
Branding is an integral part of modern business strategy. But while there are dozens of books on branding products and marketing campaigns, nobody has applied the logic and techniques of branding to customer service -- until now. Branded Customer Service is a practical guide to moving service delivery to a new level so that brand reinforcement occurs every time customers interact with organizational representatives. Janelle Barlow and Paul Stewart show how to infuse an entire organization with brand values and create a recognizable style of service that reflects brand promises and brand images.
Corporate Spring
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Author : Yasser Nafei
language : en
Publisher: Prothics Consulting
Release Date : 2013-12-30
Corporate Spring written by Yasser Nafei and has been published by Prothics Consulting this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-30 with Customer relations categories.
In simple terms, customer advocacy is the ultimate customer organization interaction model. In it, companies and corporations take the side of their most valued stakeholder. All organization members speak on behalf of their customers, and no one accepts mutant empathy or passive compassion. Using the customer advocacy approach, organizations take a proactive stand to promote customer interests and pay attention to their needs. Similarly, while business literature is rich with concepts like customer service, customer loyalty, and retention, it is actually hard-pressed to agree on what customer advocacy really is. Who is the target customer? What are the true motives for undertaking such a journey? Is it worth its perceived costs? Can mature and startup businesses alike afford it? Where do people go to get training? The search is on for that new model, vision, strategy, plan, process, or technology that would go beyond the corporate balance sheet, beyond lip service, and into true customer value generation.
The Customer Catalyst
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Author : Chris Adlard
language : en
Publisher: John Wiley & Sons
Release Date : 2019-12-16
The Customer Catalyst written by Chris Adlard and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-12-16 with Business & Economics categories.
How organisations can drive growth in the Customer Economy The Digital Revolution has changed the business landscape in remarkable ways and will continue to do so. Organisations across industries and around the world are being disrupted and digitised at increasing pace – putting far more power in the hands of both customers and end-consumers. The traditional inside-out, functionally-siloed business model, typical of the product and sales-led growth era is over. The Customer Catalyst shows how organisations can put customers truly at the heart of their business and catalyse genuine, sustainable growth. Future business models are no longer about functions – they are beginning to revolve around customers. Customer-led companies will, over time, unpack their static functional activities and transform their structure. Customer advocates already wield massive influence in a customer’s buying process, and this is only set to increase. This is already changing the role and nature of business functions and Sales is no longer seen as the only source of growth. The Customer Economy is placing greater demands on businesses and offers greater rewards to the businesses that meet and exceed customer expectations. This invaluable book will enable readers to: Lead their organisations to more profitable and sustainable growth Transform their organisations to become truly customer-centric with the C-change growth engine Explore in-depth stories from leaders of companies such as Zoom, Signify, Starling Bank, Ritz Carlton, Microsoft and Finastra with frank advice and practical steps to achieve success Help their companies adapt to, and profit from, the new realities of the Customer Economy Gain important insights from business leaders on best practice in key customer-centric growth areas The Customer Catalyst shows businesses how to survive the transition to the Customer Economy, transform to align around today’s dynamic customer needs, and ultimately, drive sustainable business growth.
Strategic Customer Service
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Author : John Goodman
language : en
Publisher: AMACOM
Release Date : 2019-02-05
Strategic Customer Service written by John Goodman and has been published by AMACOM this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-02-05 with Business & Economics categories.
Any organization can win more customers and increase sales if they learn to be more strategic with their customer service. When customers complain, employees respond. The typical service model is riddled with holes. What about people and businesses who never speak up, but never come back? Learn to actively reach out, prevent problems, and resolve issues in ways that boost loyalty. Strategic Customer Service is a data-packed roadmap that shows you how. This invaluable resource distills decades of research on the impact of great versus mediocre service. Complete guidelines and case studies explain how to: Gather and analyze customer feedback Empower employees to fix problems Track your impact on revenue Generate sensational word of mouth Tap opportunities to cross-sell and up-sell Strategic Customer Service draws on over 30 years of research from companies such as 3M, GE, and Chick-Fil-A to teach you how to transcend a good business into a profitable word-of-mouth machine that transforms the bottom line. Why settle for passive service? Make a business case for ramping up operations—and get the tools for making it pay off. Transform customer service into a strategic function, and reap benefits far exceeding investments.