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| Nicolette Wuring |
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Amsterdam (pts007/20.10.2008/09:30) - Disaster after disaster surfaces as the backlash of greed and the loss of trust. For all the worldwide concern, the management book "Customer Advocacy" shows there's a way out. A must-read for every business professional looking for a differentiating perspective on complex issues like trust, engagement and loyalty of employees and customers. Turn your employees and customers into ambassadors for your company, says Nicolette Wuring, managing director of the Dutch strategic consulting company Customer M@nagement Services.
Customer Advocacy as source of sustainable competitive advantage
Business is facing an unprecedented strategic reorientation and transformation. The power has shifted to consumers. The way a company makes its customers feel and the value as perceived by customers has become a decisive factor for the success of a company. Consumers have so many choices that preference and emotion have become crucial. The tangible attributes of a product have far less influence on consumer preference than subconscious sensory and emotional elements. The areas, that companies traditionally competed on, changed, eroding the traditional competitive power of companies and undermining their customer relationships. Meanwhile, one of the few remaining means for organic growth is to grow the share of wallet of customers-hence the necessity to create a relationship of trust and loyalty with existing customers. Customer advocacy is the ultimate differentiator and the most sustainable one. The upside is a huge direct business development potential. The downsides are blogstorms, googlebombing, etc. when customers feel they are not being taken seriously. Customer advocacy is the next competitive battleground!
In her management book Nicolette Wuring offers insights from her 15+ years as an active professional in the field of Customer Relationship Management and Customer Service, as a strategic consultant in Europe and the Unites States. With passion she shows that the only way forward is trust and authentic engagement of employees and customers. "Customer Advocacy" gives business professionals with management responsibility the tools to guide them and their companies to creating trust, authentic engagement and in the end, employee and customer advocacy.
From 'Human-Doing' to 'Human-Being'
In an inspiring way the author describes the organizational transformation process and the strategic realignment from shareholder to stakeholder and from product to people. Universal values apply. Quoting Nicolette Wuring: "Genuine care is what employees and consumers are looking for in companies nowadays. The crucial question is: Can you afford not to?"
The author
As a pioneer in the area of Customer Operations, Nicolette Wuring was responsible for launching many new technology-based services, mergers and reorganizations for blue-chip companies in Europe and the U.S.
The founder and Managing Director of the strategic consulting company Customer M@nagement Services specializes in creating and implementing value and service propositions that increase brand equity and bottom line performance, inspiring employees and customers to a level of advocacy.
Praise for Customer Advocacy; When You Care, People Notice
"Great customer service is hard to come by in today's world of 'faster, not better'. In Customer Advocacy, Nicolette Wuring proves great customer service is the key to creating growth through consumer-led promotion, loyalty, and peer-to-peer recommendations. Customer advocacy is high trust in action, increasing speed and lowering costs. Set yourself apart - care!"
--Stephen M. R. Covey, New York Times Bestseller Author The Speed of Trust: The One Thing That Changes Everything
"In Customer Advocacy, Nicolette Wuring shows the vital importance of making real connections with customers. She does this brilliantly by giving both very practical and effective recommendations and profound conceptual insights."
--Wessel Ganzevoort, Boardroom Consultant for Leadership und Organization, Professor an der Amsterdam Business School (University of Amsterdam)
"Wake up! Growth fetish nearly made us believe business isn't about love but preferences. It's not about people but FTE's, not about customers but RGU's (revenue generating units). Well, guess what, in Customer Advocacy, Nicolette Wuring shows us it is a dead end street. In a world where nothing is truly original anymore, authentic customer care is magic! Great to give, fantastic to receive. It makes our day! So ask yourself: is your brand ready to make the day?
--Jenny Elissen, Founding Partner NewGenes, Business Innovation Network
http://www.amazon.com
http://www.customeradvocacy.biz
http://www.speakersacademy.eu
Product Details:
Paperback: 118 pages
Publisher: BookSurge Publishing
Language: English
ISBN-10: 1439200246
ISBN-13: 978-1439200247
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