New IBM White Paper Confirms Importance of Customer Advocacy
In an IBM white paper titled “Advocacy in the Customer Focused Enterprise – the Next Generation of CRM Done Right,” authors Robert Heffernan and Steve LaValle write that “innovative companies know that they cannot merely sit safely in the middle anymore. Leading companies want to build strong bases of loyal, profitable customers who are also advocates for the company. Customer advocacy is a measure of customer attitude toward a company.” I couldn’t have said it better myself. IBM confirms that innovative casinos must focus on customer advocacy if they want to compete effectively in the future.