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[v. ad-vuh-keyt; n. ad-vuh-kit, -keyt]

–verb (used with object)

1. to write in favor of; support or urge by argument; recommend publicly: He advocated higher salaries for teachers.


2. a person who speaks or writes in support or defense of a person, cause, etc. (usually fol. by of): an advocate of peace.

OK so you’re thinking advocate or advocate (noun versus verb)? Well I’m going to discuss both because they apply equally in the customer service world. Let’s start with the noun version.

Who wouldn’t want more advocates for their business? I like the slightly overused albeit apropos statement “Change them from a customer of the business to an advocate for the business.” That is a goal that every member of your service staff should strive for. For that matter, everyone in the company should be doing the same. There is nothing sweeter and more rewarding (from a business perspective) than having your customers singing your praises. Although the data vary, there is obvious truth to the belief that an angry customer will tell more people about their experience than a happy customer. I think it is part human nature and part high expectations. So let’s create the advocates out there to advocate the business.

Now the verb version of the word is appropriate as well. You should be focused on your customer service teams advocating the business or services you support. I think it conveys a sense of pride, confidence and a positive vibe to the customers they interact with. If your business takes care of their people, the people will take care of the customers. Therefore YOU should also advocate the business and beliefs to your people.

I think you can start to appreciate the inseparable bond between advocate and advocate as it applies to the customer service world. In the words of the great and noble Jedi master Yoda “there is no try, only do or do not.” Be a doer.

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