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The Customer Advocate and The Customer Saboteur: Linking Social Word-of-Mouth, Brand Impression, and Stakeholder Behavior
     

The Customer Advocate and The Customer Saboteur: Linking Social Word-of-Mouth, Brand Impression, and Stakeholder Behavior

by Michael W. Lowenstein
 

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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, increasingly, business-to-consumer (B2C) and business-to-business (B2B) customers have shown distrust, disinterest, and disdain for most supplier messages conveyed through

Overview

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, increasingly, business-to-consumer (B2C) and business-to-business (B2B) customers have 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)

Product Details

BN ID:
2940012826480
Publisher:
ASQ Quality Press
Publication date:
07/05/2011
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
400
File size:
921 KB

Meet the Author

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.

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