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Customer satisfaction all companies strive to achieve. However, by having engaged employees who offer a better customer experience, the bar can be raised and successful companies can expect to make the natural transition from customer satisfaction to customer loyalty and then on to customer advocacy.
Customers nowadays have access to more communication media than ever before and can use their social and professional networking channels to positively reinforce the company brand and their own experiences as clients. They do not rely solely on supplier generated marketing messages to make their selection. Their word-of-mouth recommendations can lead to significant increases in numbers of clients and - by extension - business revenues and profits. These recommendations will be based on more personal experience than ever before and are therefore seen as quantified by the customer peer groups with whom they communicate. Of course, the opposite is also true and can be even more dangerous.
Once again, customer advocacy implies a more in depth relationship based on higher levels of trust, doing what is best for the customer at all times and being true to the company values and brand promise.
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