Traditional qpush/pullq marketing no longer works. Even highly-touted customer relationship initiatives are failing. Smart companies are pioneering an entirely new route to higher margins and sustainable competitive advantage: customer advocacy. This book reveals how it works, why it works, and how to make it work for your company. In today's environment, you must build unprecedented trust among customers who have more information, options, and sophistication than ever. You must transcend qrelationship marketingq to focus on maximizing customer interests and deepening customer partnerships. It's not easy. But if you do it, you gain immense opportunities your competitors simply can't touch. Glen Urban offers a complete blueprint for getting there. You'll learn how to improve on all eight elements of customer advocacy, from transparency to partnership. Urban answers frequently asked questions about advocacy strategies, helping you identify and overcome your most significant obstacles. Then, drawing on new case studies, he shows how to align culture, metrics, incentives, and organization, driving effective advocacy throughout your entire organization.Although Internet sales account for only about one out of every ten (10.6%) new vehicle purchases, 64% of all new ... Notice that this comparison includes the invoice price as well as retail pricing. ... of the customer in bargaining for a car had increased and would never go back to the aold daysa of incomplete information! As mentioned in Chapter 1, those who use the Internet for auto shopping visit seven web sites on average and focus on ... Kelley Blue Book Comparisons Table 24.
|Title||:||Don't Just Relate - Advocate!|
|Publisher||:||Pearson Education - 2005-05-11|