Focus On Advocacy Before You Have To
Sometimes companies need to focus on customer advocacy as a matter of crisis management. But the smarter strategy is to focus on it before it becomes a crisis. When I look at every big and even small crisis of trust or fraud in the business world over the past few years, that issue could have been avoided by simply playing advocate. If a company puts itself in the customers' place and acts in the customer's best interest, fraud will rarely happen. Security breaches will happen less. Marketing activities will be less brand-focused and more customer-focused.
Do you need an executive position to focus on this? No. Every employee you have should focus on this.
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