Customer Advocacy
Today’s business world is a complex, diverse, and fast moving one, characterised by ever increasing customer demands, shorter product life cycles, global competition, and tighter integration of the value delivery chain.

Combine this landscape with the present uncertain economic outlook, and no company in existence today can be indefinitely immune to such negative impacts on consumer spending and on the economy’s unpredictability as a whole.

There are six primary business imperatives which form the focus of organisations across the globe. How to:
  • Improve profitability
  • Optimise costs
  • Improve customer satisfaction
  • Create differentiation
  • Create innovation
  • Increase employee satisfaction
“The weakening economy in 2008 is going to force companies to take a look at everything to retain current customers, gain new ones, and drive more value from every customer interaction.”
Forrester, 2008
These are all inextricably linked objectives, each having a profound impact on the other. However in this challenging climate companies’ internal focus is largely on cost-cutting programs in order to maintain profitability, and ultimately ride out the storm.

Yet could there be a smarter way of dealing with the challenge at hand and emerging stronger than ever before as the economy recovers???

The answer is YES, and the answer lies in Customer Advocacy.

A very real and prominent issue for most of you is how to sustain growth over the long-term while meeting the expectations of your shareholders in the short-term. Since customer loyalty and advocacy are the principle drivers of profit, building brand advocacy must be at the forefront of any company strategy designed to deliver shareholder value, both immediate and long-term.

Ultimately companies that emerge strong from this challenging economic climate will be those who have demonstrated a real commitment to their customers and their requirements despite experiencing a difficult period. They will be companies who have taken a walk in their customers’ shoes in order to discover what they think, how they feel, and what is important to them before assessing the full spectrum of their service provision in order to highlight areas for improvement in line with their customers’ perception of superior and valuable service.



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