Traditional "push/pull" 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 "relationship marketing" 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.