What is Customer Advocacy?
“Customer Advocacy” was coined by Glen Urban, professor of marketing at MIT’s Sloan School of Management.
It is not a replacement for the classical foundations of marketing success that have been around for decades. Instead, it acknowledges that the fundamental principles are not sufficient to thrive in today’s socially-networked, internet speed environment.
Just as Dr. Urban’s advocacy pyramid depicts, the foundations of building quality products, ensuring the customer is happy with the product, and treating the customer as a name and not a number must all be in place before transformation to customer advocacy can be considered.
Customer Advocacy