The power has shifted to consumers. Nicolette Wuring’s Customer Advocacy: When You Care, People Notice explores how consumers’ preferences and emotions have become crucial to the success of any company. The tangible attributes of a product have far less influence on consumer preference than subconscious elements. The domains companies traditionally compete in are changing dramatically and rapidly. These changes erode the traditional competitive power of companies, and undermine their customer relationships. After seeing the trends, Wuring suggests that companies create a relationship of trust with their existing customers. Customer advocacy is the ultimate differentiator for the future of business. Customer advocacy is the next competitive battleground!