The Customer Advocate and The Customer Saboteur

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

Michael W. Lowenstein

Hardcover
 400 Pages    2011
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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.


    Sample Chapter

    Preview a sample chapter from this book along with the full table of contents by clicking here.
    You will need Adobe Acrobat to view this pdf file.

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    • Additional Information
      • ISBN: 978-0-87389-811-9
      • Item Number: H1410
      • Dimensions: 6 x 9
      • For details on using this product as a textbook for your course or class, contact us
    • About the Author(s)
      Stop Rising Healthcare Cost Using Toyota Lean Production Methods: 38 steps for Improvement

      Michael W. Lowenstein, Ph.D., CMC, is Executive Vice President of Market Probe, a leading worldwide market research and consulting organization.He has over 30 years management and consulting experience in customer and employee loyalty research, CRM, loyalty program and product/service development, customer win-back, service and channel quality, customer-driven corporate culture, HRD, and strategic marketing and planning. He holds an M.B.A. degree in marketing and management from the University of Pittsburgh, and a B.S. degree in economics and marketing from Villanova University; and his Ph.D. is in strategy, program development, and program management from ISGI Groupe Ecole Superieure de Commerce de Lille (ESC Lille), Euralille/Paris, France (now SKEMA Business School).Lowenstein previously authored Customer Retention: Keeping Your Best Customers (1995), The Customer Loyalty Pyramid (1997), and One Customer, Divisible (2005), and is co-author of Customer WinBack: How to Recapture At-Risk and Lost Customers � and Keep Them Loyal (2001), a Soundview Executive Book Summaries Best Book of 2002. For more information, please see the �About the Author� section inside the book.

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