AWWA ACE99443

This paper discusses customer advocacy, the concept that every customer contact is an opportunity to collect quantitative data on customer confidence. The process of collecting that data is what yields customer advocacy. The objectives of customer advocacy are: obtain quantitative measures of your customers' perceptions of your performance; institutionalize asking your customers how you are doing; act on the feedback; and, calculate an index of Customer Confidence. After achieving these objectives, benefits will be reaped in 5 important areas: customer support on your behalf, on their initiative; you'll know if you are better or not; you will be engaged in a continuous improvement program; you will maximize the effectiveness of your customer service function; and, your customer becomes the focus for your actions.

Product Details

Published:

01/01/1999

ISBN(s):

1583210016

Number of Pages:

5

File Size:

1 file , 140 KB