IBM :Turning Customers into Advocates

A good pdf document from the IBM retail team. ( see link).

The premise is the while retailers are heeding the daily drumbeat of pundits on the importance of focusing on the customer experience, a gap remains between what retailers are delivering and what shoppers expect.

Retailers can close this gap by systematically integrating knowledge of what their best customers want and expect from their brand into every core operational decision.

This is where the bar will be set for retailers - to turn shoppers into advocates and create a sustainable, differentiated advantage.

This is what RSC is all about: making advocates of your customers for your company.