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

Chapter 11. The Advocacy Imperative

You have made a long climb up the customer advocacy pyramid. You have learned how the Internet creates customer power, how to use new tools for trust building, and how to change your organization. But what is most important to remember, and what will the future bring in terms of customer advocacy? In this final chapter, I review the key lessons learned from this book, predict that customer power will grow, and argue that because pioneers will gain lasting advantages by innovating along the trust dimension, customer advocacy will become an imperative for late adopters if they want to remain competitive. We will be living in a new world of trust and advocacy.

What Is Most Important to Remember?

Customers Are ...