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Don’t Just Relate—Advocate!: A Blueprint for Profit in the Era of Customer Power by Glen Urban

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Chapter 1. Now Is the Time to Advocate for Your Customers

What would you do if your customers knew everything about your company and your competitors’ products and services—even your disadvantages? The rise of the Internet enables your customers to find third-party information about your products, ratings of your products, people who was ever dissatisfied with your products or services, and the same full information on your competitors’ offerings. On the Internet, your company, your biggest competitor, and the smallest unknown upstart competitor are the same distance from the customer. Each is only an online search away. The Internet has enabled an unprecedented increase in consumer power!

Customer power is growing, and you must decide what to ...

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