The Customer Advocate and the Customer Saboteur

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