Concerns, issues on customer advocacy

CUSTOMERS have become more and more powerful as they have increasing access to information, access to more alternatives, more simplified direct transactions, increasing communication between themselves, and increasing control over contacts. 

As a marketer, how then should you respond? You can use the traditional push/pull marketing strategies, called Theory P by Glen Urban, author of Don't Just Relate – Advocate (Wharton School Publishing); but it longer no works. Or the highly touted CRM (customer relationship management) initiatives; unfortunately, they’re failing.