In simple terms, customer advocacy is the ultimate customer organization interaction model. In it, companies and corporations take the side of their most valued stakeholder. All organization members speak on behalf of their customers, and no one accepts mutant empathy or passive compassion. Using the customer advocacy approach, organizations take a proactive stand to promote customer interests and pay attention to their needs. Similarly, while business literature is rich with concepts like customer service, customer loyalty, and retention, it is actually hard-pressed to agree on what customer advocacy really is. Who is the target customer? What are the true motives for undertaking such a journey? Is it worth its perceived costs? Can mature and startup businesses alike afford it? Where do people go to get training? The search is on for that new model, vision, strategy, plan, process, or technology that would go beyond the corporate balance sheet, beyond lip service, and into true customer value generation.
Dr. Yasser Nafei currently serves as Senior Vice President of Sales, Engineering and Customer Operations at LG Electronics. In his 23-year professional career, Dr. Nafei worked for numerous multinational corporations, including Alcatel, IBM, Motorola, Nortel Networks, and Tellabs in several global assignments. He holds a bachelors and masters degree in Electrical Engineering, a Masters of Science in telecommunications, and a Ph.D. in Organization Development from Benedictine University in the United States.