Customer Care Article

Michael Lowenstein’s picture

By: Michael Lowenstein

There is a strong recognition that customer service is especially important in the branded experience. Service is one of the few times that companies will personally interact with their customers. This interaction helps the company understand customers’ needs while, at the same time, it shapes customers’ overall perception of the company, influencing both downstream communication and future purchase.

Michael Lowenstein’s picture

By: Michael Lowenstein

The word “advocate” has French and Latin origins. It has multiple applications, including legal, political, social care, and marketplace. It is the marketplace applications where the business, academic marketing, and management consulting communities have focused. Essentially, advocacy can be defined as active personal espousal or support of a brand, product, service, or company. As a concept and measurement technique, advocacy should not be confused with recommendation, which is simply one possible outcome of advocacy behavior.

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