Can advocacy programmes create terrorists?

One-way relationships. Not fulfilling and certainly not sustainable long term.

So why do some companies view their reference customers as a resource to be sucked dry, with no thought for the hows and whys advocates devote so much energy on a company's behalf in the first place?

These are real relationships; throwing a few treats is not going to cut it. Value exchange has to happen on many levels; mutual respect for mutual advantage.

We all know about the detractors and terrorists; ex-customers hell-bent on destroying a company they believe has slighted them.

Have you ever wondered how many detractors started off as advocates?