We can create advocates among our customers and end-users by delivering outstanding customer service. Advocates speak well of us when we’re not around to speak up for ourselves. The opposite occurs when we create detractors by not providing outstanding customer service. Detractors can torpedo our careers in a process I call “death by water cooler” when they speak poorly of us behind our backs. The way we treat our end-users or customers determines the result. This doesn’t mean we agree to everything. It means that we always treat our end-users or customers with respect, compassion, and empathy and that we carefully listen to them to ensure we truly understand their needs.