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Customer advocacy is when an employee fights for the customer as opposed to fighting for the company. It is used as a customer service strategy at many firms whereby certain roles are designed to represent the interests of customers. In many cases, an entire customer service team will be trained to represent the customer as opposed to the firm. The following are illustrative examples of how this works.
PricingCustomer service reps are trained to honestly try to find customers the best price possible. When a customer calls to book a flight, a rep might say "if you travel one day earlier, it's $350 cheaper, not sure if your dates are flexible."SalesSalespersons who tell customers what they really think about products in a candid and direct manner.Product DevelopmentFrontline staff who regularly face customers drive product development, as opposed to back office teams who never meet customers.
QualityCustomer service teams can escalate quality issues reported by customers using a process whereby things actually get fixed.Customer ServiceCustomer service representatives are fully empowered to compensate customers for problems. |
Type | | Definition | When employees represent the interests of customers such as quality as opposed to representing the interests of the firm such as revenue. | Related Concepts | |
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